01Choose the right kind of email
Describe the people or organisations you want to reach, why the message matters to them and the action you hope they will take. A specific brief gives your team a practical basis for choosing content and reviewing a draft. A prospecting campaign begins with businesses that fit an offer; a newsletter begins with people who have chosen to hear from you. A triggered journey responds to a defined event or condition. Choose the workflow around that distinction, then explore the pages below for a closer look.
02Match the message to the relationship
Give the recipient a reason to continue reading. Explain the offer in plain language, connect it to the relevant context and make the next step easy to understand. AutoEmails can help prepare email content, while your team checks the facts, tone and suitability for the audience. Keep outreach and subscriber marketing distinct in your planning. A useful first decision is whether you are introducing your business, updating an existing audience or responding to a customer event.
03Measure what matters
After a campaign or journey is running, review its activity alongside the outcome you actually want, such as a conversation, an enquiry or a repeat purchase. Use that evidence to improve the audience and message; engagement alone does not establish business impact.