The Many-Faced God of Email Marketing

Shortly after I discovered YouTube for acquiring users, I was introduced to
another channel: email marketing.

Our company needed someone to own this channel to help us improve user
retention. I picked up the challenge even though I didn’t know much about it
besides the fact that it involved some HTML.

There was a foundation set up by the tech team in the tool but besides few
transactional emails, there was nothing to achieve my new goal: retain users.

So I started by reading many blogs and learning from what was shared online.
I didn’t take a course on the topic and there were probably not many YouTube
tutorials to answer my questions back then.

I worked on some experiments where my goal was to make the audience open
and click the email (duh). They were young and liked memes, so I gave them
memes as subject lines and CTAS.
This forged the view of what I thought email marketing was:

Someone signup for X and come back to your site for Y via email.

It’s only when I started to look at other businesses, consult with other
companies, or changed my job that I realized how this one discipline was much
wider.

Over the next few days, I will share some thoughts on the different email
marketing strategies one company can have based on its business model.

Especially on email marketing for:

Platforms (B2C or B2B)
SaaS
Ecommerce stores
Lead generation
Digital products

To fully nail the topic, we’ll also see how these strategies should integrate with

CRM
Marketing Automation

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