New format
Email strategy: from research to launches
An email strategy isn’t a pretty template once a week — it’s a chain: whom you listen to, what you write about, how often, which scenarios, and how you measure results.
Below: a frame from research → design → launch → tests. Opt-in lists only; we don’t use scraping or bought lists.
Stage 1. Research
Break down current marketing: how the list was built, what subscriber data you have, how size changed, what you already sent and with which open rate and CTR.
Describe the product: traits, objections, when people buy and when they refuse. Without that, emails stay generic.
Audience segments and competitors: which emails your customers get from others (subscribe legally), where your strong differences sit.
Minimum data before a strategy:
- list source and consent
- open rate, CTR, spam complaints
- offer and USP
- 1–3 segments
- link to CRM / leads (if any)
Stage 2. Strategy design
Drop myths (“one email to all,” “more often is always better,” “a name in the subject is enough”). Lock goals: reactivation, sales, lead nurture, service.
Describe the company briefly for the team: tone, forbidden topics, CTAs, who approves layouts.
Draw an email map: regular digest, triggers, promos. Separate service and marketing notices.
Build templates and a shared style: header, preheader, button, footer with unsubscribe.
Stages 3–4. Launch, tests, growth
Launch on a narrow segment. Watch deliverability and complaints before creative polish.
A/B subjects and CTAs, analyze unsubscribes, clean inactives. Raise frequency and volume only after a stable metrics base.
Tools (ESP, tasks, analytics) serve the plan — not the other way around.
FAQ
Where should I start if there were no emails yet?
Describe the product and audience, connect an ESP, build opt-in, make a welcome and 1–2 triggers.
Which metrics should I watch?
Deliverability, open rate, CTR, unsubscribes, complaints, conversions/revenue. Open rate without sales isn’t enough.
How many emails per week is reasonable?
As many as the segment can take without rising unsubscribes. Better more relevant than more of the same to everyone.
Do I need a CRM?
For growth — yes. At the start an ESP and a spreadsheet can work, but segmentation ceilings are lower.
Should I outsource or keep it in-house?
Keep strategy and offer in-house; layout and routine can go to a contractor.
Myth: is email dead?
The channel lives with opt-in and value. Spam to bought lists dies.
When should I scale frequency?
After stable metrics on a small volume and clear segments — not daily to everyone at once.
Sending pretty templates — without a map of goals and segments?
We’ll audit the list, lock offer and segments, and pilot a welcome plus triggers before you scale frequency.
Discuss the task
