In 60 Seconds
- •The Stat: Email still has the highest ROI of any channel ($36 for every $1 spent).
- •The Shift: The 'Hobby Newsletter' is dead. People don't want your 'Updates'. They want Value or Offers.
- •The Inbox: It is a sacred space. If you abuse it with spam, you are blocked. If you respect it with value, you are read.
- •Segmentation: Don't 'Blast the list'. Send 'Roofing offers' to people with 'Old Roofs'. Relevance is the new Open Rate.
- •SMS vs Email: SMS is for 'Now' (Urgent). Email is for 'Later' (Education/Nurture). Use them together.
Every year, someone declares "Email is Dead." And every year, Black Friday email campaigns generate Billions of dollars.
Email isn't dead. Boring email is dead.
The 3 Types of Email that Work TODAY
1. The "Spear" (Direct Offer)
Short, personal, text-only. "Hey John, we have openings this week. Want a quote?"
- Goal: Immediate Reply.
- Format: Plain text. No logo. No HTML. Look like a human.
2. The "Edutainment" (Nurture)
Teach them something valuable, with a bit of personality. "Why your AC smells like socks (and how to fix it)."
- Goal: Authority + Top of Mind.
- Format: Clean design. focus on the content.
3. The "Transactional Plus"
Your receipt/confirmation emails have 100% open rates. Use them! "Here is your receipt. By the way, did you know we also do X?"
- Goal: Cross-sell on autopilot.
The Spam Filter Danger
Gmail and Outlook have updated their rules (2024 restrictions). If you blast 5,000 stangers, you go to Spam Jail.
- Authentication: You MUST have SPF, DKIM, and DMARC set up.
- Engagement: If people don't open your emails, stop sending to them. "Sunset" inactive subscribers to protect your deliverability.
Email + SMS = Power
Don't choose.
- Send the Email with the detailed proposal.
- Send the SMS saying "Hey, just emailed you the proposal."
- This "Double Tap" strategy increases read rates dramatically.
[!TIP] The Subject Line Test Before you send, ask: "Would I open this?" "Reviewing our Q3 Update" -> Trash. "Question about your roof" -> Open.
Read Next in This Hub:
- Database Reactivation - Using email for cash.
- Automation Architecture - Sending it automatically.
Related System:
- Follow-up Systems - Our email engine.