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Email Marketing

Email isn't dead. It's still the highest ROI marketing channel when done right. Let's make sure you're doing it right.

How Toffu helps with email

Email writing

  • Create subject lines that get opened
  • Write email copy that converts
  • Design email sequences for different goals

List building

  • Create lead magnets that attract subscribers
  • Write opt-in copy that converts visitors
  • Build email capture campaigns

Automation setup

  • Design welcome sequences for new subscribers
  • Create nurture campaigns for different segments
  • Build re-engagement campaigns for inactive subscribers

Quick email wins

1. Welcome email sequence

Create a 5-email welcome sequence for new subscribers to our marketing automation tool

Make great first impressions with new subscribers.

2. Newsletter template

Write a weekly newsletter template focusing on marketing tips and industry news

Build consistent newsletter content.

3. Re-engagement campaign

Create a 3-email sequence to win back subscribers who haven't opened emails in 3 months

Revive inactive subscribers before they're gone for good.

Email types that work

Newsletter emails

Keep subscribers engaged with regular value:

  • Industry news and trends
  • Tips and tutorials
  • Behind-the-scenes content
  • Customer spotlights

Promotional emails

Drive sales without being pushy:

  • Product announcements
  • Limited-time offers
  • Feature updates
  • Event invitations

Educational emails

Build trust through helpful content:

  • How-to guides and tutorials
  • Case studies and examples
  • Tool recommendations
  • Industry insights

Nurture sequences

Guide prospects through your funnel:

  • Welcome series for new subscribers
  • Lead nurturing for prospects
  • Onboarding for new customers
  • Upsell campaigns for existing customers

Email fundamentals

Subject lines that get opened

  • Keep it under 50 characters
  • Create curiosity without clickbait
  • Use personalization when relevant
  • Test different approaches

Examples that work:

  • "The marketing mistake 90% of SaaS companies make"
  • "John, quick question about your lead gen"
  • "This changed everything for our content strategy"

Email copy that converts

  • Start with why they should care
  • Focus on one main message per email
  • Use conversational tone, not corporate speak
  • Include a clear call-to-action

Design best practices

  • Mobile-first design (60%+ read on mobile)
  • Single column layout
  • Plenty of white space
  • Scannable with headers and bullets

Building your email list

Lead magnets that work

  • Checklists and templates
  • Industry reports and guides
  • Free tools and calculators
  • Webinars and video trainings

Opt-in placement

  • Homepage hero section
  • Blog post content upgrades
  • Social media bio links
  • Exit-intent popups

List building strategies

  • Content upgrades for each blog post
  • Social media lead gen campaigns
  • Partner with other companies for co-marketing
  • Speaking at events and collecting emails

Email automation sequences

Welcome series (5-7 emails)

  1. Welcome and set expectations
  2. Deliver your lead magnet
  3. Share your best content
  4. Tell your story/mission
  5. Social proof and testimonials
  6. Soft product introduction
  7. Clear value proposition and CTA

Lead nurturing (8-12 emails)

  • Share valuable content consistently
  • Address common objections
  • Provide social proof
  • Gradually introduce product benefits
  • Include clear CTAs for next steps

Customer onboarding (3-5 emails)

  • Welcome and next steps
  • Getting started guide
  • Advanced tips and features
  • Success stories from similar customers
  • Support resources and contact info

Email metrics that matter

Delivery metrics

  • Delivery rate (aim for 95%+)
  • Bounce rate (keep under 5%)
  • Spam complaint rate (keep under 0.1%)

Engagement metrics

  • Open rate (aim for 20-25%)
  • Click-through rate (aim for 3-5%)
  • Reply rate (aim for 1-2%)
  • Time spent reading

Business metrics

  • Conversion rate to desired action
  • Revenue per email sent
  • List growth rate
  • Customer lifetime value from email

Common email mistakes

Too much promotional content: Follow the 80/20 rule - 80% value, 20% promotion.

Irregular sending: Consistency builds trust. Pick a schedule and stick to it.

No segmentation: Sending the same email to everyone reduces relevance.

Weak subject lines: Your email won't convert if it doesn't get opened.

No mobile optimization: Most emails are read on mobile devices.

Sample email prompts

Write a subject line and email announcing our new integration with [tool]

Create a weekly newsletter format for sharing marketing tips and company updates

Write a re-engagement email for subscribers who haven't opened emails in 6 months

Create a cold email sequence for reaching out to potential enterprise customers

Email tools that work with Toffu

  • Mailchimp: For small lists and basic automation
  • ConvertKit: For content creators and course sellers
  • ActiveCampaign: For advanced automation and segmentation
  • HubSpot: For integrated marketing and sales
  • Klaviyo: For e-commerce and detailed analytics

Building your email strategy

Phase 1: Foundation

  • Choose your email platform
  • Create your lead magnet
  • Set up opt-in forms
  • Write your welcome sequence

Phase 2: Growth

  • Launch regular newsletter
  • Create more lead magnets
  • Set up basic automation
  • Start list building campaigns

Phase 3: Optimization

  • Segment your list by behavior
  • A/B test subject lines and content
  • Create advanced automation sequences
  • Integrate with sales and marketing tools

Email list segmentation

By demographics

  • Job title and role
  • Company size and industry
  • Geographic location
  • Experience level

By behavior

  • Email engagement (opens, clicks)
  • Website activity
  • Product usage
  • Purchase history

By interests

  • Content topics they engage with
  • Products they've shown interest in
  • Events they've attended
  • Resources they've downloaded

Next steps

  1. Audit your current email - What's working? What isn't?
  2. Choose your focus - Newsletter, nurture sequences, or promotions?
  3. Create your first lead magnet - Something valuable people actually want
  4. Set up basic automation - Welcome series and nurture sequences
  5. Start measuring everything - Track opens, clicks, and conversions

Email marketing is a marathon, not a sprint. Focus on providing consistent value, and your subscribers will reward you with engagement and sales.