Email done right with Samar Owais

Patrick Campbell Feb 8 2022

Hola! Hello! Bonjour! Obrigado! Konichiwa...

Ok, let me stop before I embarrass myself even further. Also—I’m pretty sure one of those was not the word for hello… that just shows how "great" I am at different languages. I'll stick to numbers. 

This brings up an interesting point though. Language is just beautiful. I know that sounds very trite, but it's also incredibly frustrating. It's beautiful because these systems of mouth noises somehow are understood by masses of people, giving us the power to do everything from ordering coffee to writing a speech that just sways the masses into action. It's frustrating because of the whole Tower of Babel situation, where for some reason we all don’t understand each other’s languages, creating confusion, frustration, and ultimately, creating dissonance.

That power and frustration also applies to one of our favorite languages—email. Yea, it’s a language and a lot of us don’t know how to speak email. That leads to the natural question: How do you do that? Well, you can’t go to email class or learn in a study abroad program—although maybe that’s the actual dream. 

Instead, you have to learn from folks like Samar Owais, an Email Strategist and Copywriter in the world of SaaS and ecommerce. For the past decade-plus, she has cultivated an understanding of what it takes to send and receive emails. With her help you can skip the phonics and vocabulary of email and get right to the tactical tools that make emails great. 

Listen now 🎧

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Here we summarize the main takeaways for you to implement or hand off to your team for implementation.

 

Key term

What is an email journey?

An email journey is an automated sequence of emails based on specific triggers. The purpose of an email journey is to personalize the experience by nurturing your customers or prospective customers with targeted emails based on those triggers.

Why is it important?

Email journeys are extremely valuable because they help you personalize the customer experience. And customers are more likely to buy from brands that provide a personalized experience. Email journeys help you develop and provide the right content at the right time, consequently building trust and loyalty.

 

Action plan:

What to do today: 
  • Follow Samar Owais.
  • Schedule a time to meet with your growth and/or marketing teams to review your current email marketing strategy.

What to do next quarter:

Build out or improve your current email marketing strategy.


The fact is that email marketing is still very effective—when done right. And when it comes to reaching your target market or audience, it’s more effective than almost any other form of marketing communication. Furthermore, it’s a fraction of the cost of many other marketing tools or strategies. And it all starts, as Samar says, with “always putting the customer first.”

To help you get it right, we’re giving you a peek at Samar Owais’ Emails Done Right. A 3-step Process to Conversion.

Step 1: 

Creating the Customer’s Email Journey

  • Where are they coming from?
  • What do we want them to do?
  • Where do they go next?

Step 2: 

Designing the Customer’s Email Experience

  • An email experience is what happens when you personalize the email journey.
    • What happens if they don’t convert?

Step 3: 

Mapping Out CX-Focused Emails

  • Personalize email experience
  • Lets subscribers choose what they want to do
  • Build brand loyalty
  • Coaches the conversion

For the complete and in-depth guide to creating an effective email marketing strategy, check out Emails Done Right. A 3-step Process to Conversion

 

What to do within the next year:

Implement your new or optimized email marketing strategy. Monitor your email metrics to determine if the strategy is resulting in the desired outcome. As with any strategy, evaluate and modify as necessary.

 
Who should own this? 

Depending on the organizational structure of your company, this may be the growth or marketing department, but generally there is an email marketing manager who is responsible for the overall email marketing strategy.

 


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This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.

 

 

 

By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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