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The Art of Email Marketing: Swans, Automations, Segments, and Conditional Content
Often when I am coaching a class of beginner Email Marketers I struggle to find a metaphor that helps convey what email marketing is actually like.
On the surface it looks so simple, you build a list and you send emails, but behind the scenes there is a lot of systems coming together working in perfect unison to bring the results you need.
Think of email marketing like a swan on a lake.
The swan looks so calm and smooth as it glides along. But if you could see underwater, you’d realize there’s a lot of work going on.
That’s what email marketing is like: it might seem straightforward on the surface, but there’s plenty of action happening behind the scenes. And the main players are automation, segmentation, and conditional content.
Automation: The Engine
First up, let’s talk about automation. Automation is like the swan’s powerful legs that keep it moving. It’s what gets your emails to your subscribers without you needing to lift a finger every time.
Automation means your emails are sent out automatically based on certain actions or behaviors. For example, when a new subscriber joins your mailing list, they automatically get a welcome email.
