Most companies treat email marketing as a broadcast channel - write newsletter, hit send, hope. That's not email marketing. That's announcements. Real email marketing is a revenue system: segmented audiences receive different messages at different stages of their relationship with your brand, triggered by behavior, and measured against business outcomes - not vanity metrics like open rate.
The first 30 days of a subscriber's relationship with your brand determines their lifetime value. Build welcome sequences that establish credibility, educate on key value propositions, and convert free subscribers or trial users into paying customers through a structured, tested email journey.
Most B2B buyers are not ready to purchase when they first engage. A 6-12 month nurture sequence that delivers genuine value - insights, frameworks, case studies - keeps your brand top of mind and positions you as the trusted expert when they're finally ready to buy.
Different subscribers deserve different messages. Segment by behavior (opened last 3 emails, clicked specific links), by stage (prospect, lead, customer, churned), by ICP attributes (industry, company size, role), and by engagement level. Higher relevance equals higher conversion at lower unsubscribe rates.
Every list has a dormant segment - subscribers who haven't opened in 90-180 days. Build automated re-engagement sequences that either reactivate them or cleanly sunset them from your list. List hygiene directly improves deliverability and inbox placement.
Event launches, product announcements, limited-time offers, and the promotional campaigns that drive revenue spikes. Build the creative, the sequence structure, the segmentation strategy, and the A/B testing framework that makes promotional campaigns consistently perform.
SPF, DKIM, DMARC, warm-up protocols, list cleaning, bounce management, and the technical infrastructure that ensures your emails land in the inbox rather than spam. Deliverability is the foundation everything else builds on.
Goal: Pipeline generation and nurture
Key metrics: MQL conversion rate, demo booked rate, attributed pipeline
Typical sequences: Cold outreach, lead nurture, sales enablement, customer expansion
Frequency: 1-2x per week maximum for list; daily for active sequences
Tools: HubSpot, Marketo, Outreach, Apollo
Goal: Purchase conversion and repeat purchase
Key metrics: Email revenue, revenue per email, purchase conversion rate
Typical sequences: Welcome + first purchase, cart abandon, browse abandon, post-purchase, win-back
Frequency: 3-5x per week for active buyers; 1-2x for non-buyers
Tools: Klaviyo, Omnisend, Drip
The content assets that fuel your email nurture sequences and make subscribers actually want to open your emails.
Email as part of a broader demand generation system that fills the pipeline from multiple channels.
List building strategies that fill your email database with the right subscribers in the first place.