Your Email Marketing Checklist

newsletter.scottdclary.com

Scott D. Clary

Published in

Scott D. Clary

9 min readJun 29, 2024

Hi All!

Here is my weekly letter discussing mental models, performance, business and entrepreneurship.

If you love this content (please share it), but also…

Check out my Podcast, connect with me on YouTube / Twitter, and read my Daily or Weekly newsletter.

The Death of Spam, the Rise of Relationship

Let’s be real, the days of “spray and pray” email marketing are over.

Your subscribers aren’t just addresses; they’re humans with overflowing inboxes, competing for their attention.

To truly succeed with email, you need a paradigm shift:

Think Relationship, Not Transaction: Every email is a touchpoint, a chance to build trust, offer value, and deepen the connection with your audience.
The Power of Micro-Commitments: Ask for small actions (a reply, a click, a social share) to get your audience engaged and invested in your brand.
Segmentation is Your Superpower: One-size-fits-all emails are for amateurs. Segment your list based on interests, behavior, or demographics, and tailor your content accordingly.
The Goldilocks Principle of Frequency: Too many emails and you’re annoying; too few and you’re forgotten. Find that sweet spot that keeps you top of mind without overwhelming your subscribers.

Why Email? Why Now?

I know, I know. You’re thinking, “Scott, email is so 2005.”

But hear me out.

While everyone else is chasing the latest trend, savvy entrepreneurs like you are rediscovering the quiet power of a well-nurtured email list.

Here’s why it’s more relevant than ever:

Direct Line to Your Tribe: Social algorithms change, ad costs skyrocket, but your email list? It’s YOURS. You control the message, the timing, the entire customer journey.
Building Trust, Not Just Transactions: Email allows you to create a relationship with your audience over time, sharing valuable insights, personal stories, and yes, even your failures. This builds trust that converts casual readers into raving fans.
The ROI is Insane: According to the Direct Marketing Association, email marketing has an average return of $42 for every $1 spent. Show me another channel that can match that.

The Art of Nurturing: More Than Just ‘Buy Now’

The biggest mistake I see entrepreneurs make is treating their email list like a billboard, constantly shouting “Buy this! Buy that!”

It’s the digital equivalent of a pushy salesperson — and it repels people.

Instead, think of your email list as a garden.

You need to nurture it with care, providing the right nutrients (valuable content) and sunlight (consistent communication) to help it flourish.

That means:

Segmenting Like a Pro: Your audience isn’t a monolith. Use data to segment subscribers based on interests, purchase history, or engagement level, and tailor your emails accordingly.
The 80/20 Rule of Content: 80% value, 20% promotion. Share insights, case studies, behind-the-scenes glimpses — anything that genuinely helps your audience. Save the hard selling for the remaining 20%.
Personalization Beyond First Names: Use dynamic content to show subscribers you get them. Recommend products based on past purchases, offer exclusive deals to loyal customers, or simply address their specific pain points.

Let’s Get You Started

If you’re new to email marketing, here’s a nice framework to get you started.

Whenever you write an email, remember the The 5 C’s of Effective Email Marketing.

Connect: Start with a strong subject line and opening that grabs attention and sets the tone for the email.
Content: Deliver valuable, relevant information that your audience cares about.
Call to Action: Be clear and direct about what you want your audience to do.
Conversion: Track and measure your results so you can optimize your campaigns over time.
Consistency: Maintain a regular sending schedule to stay top of mind with your audience.

Level Up Your Email Game

Let’s be real: generic email blasts are the digital equivalent of junk mail.

They’re annoying, ineffective, and they make your brand look lazy.

But for the growth-minded entrepreneur, email isn’t just a tool — it’s a weapon.

A weapon for building relationships, driving conversions, and turning subscribers into raving fans.

Here’s the thing: most of your competitors are still stuck in the dark ages of email.

They’re sending boring, impersonal messages that get lost in the inbox abyss.

But you?

You’re about to become an email ninja.

We’re diving deep into the strategies that separate the pros from the amateurs.

Buckle up — it’s about to get interesting.

The Untapped Power of the Inbox

Email has an unfair advantage over almost every other marketing channel.

It’s direct, it’s personal, and it’s where your audience actually spends their time.

Think about it — when was the last time you scrolled through IG for HOURS on end?

Compare that to the time you spend in your inbox every day.

It’s not even close.

But here’s the kicker: email isn’t just about open rates and click-throughs.

It’s about building a connection with your audience, one message at a time.

It’s about delivering value, sparking conversations, and creating a community around your brand.

The Nurture Sequence That Never Fails

One of the most powerful email strategies I’ve used is the nurture sequence.

It’s a series of emails designed to guide your subscribers through a specific journey, from initial interest to raving fandom.

Think of it like a choose-your-own-adventure book, but for your business.

Each email should lead to a specific action, whether it’s reading a blog post, downloading a lead magnet, or booking a call.

Here’s a simple nurture sequence you can steal:

The Welcome Email: Greet new subscribers, set expectations, and offer a valuable resource (like a free ebook or cheat sheet).
The Value Email: Deliver on the promise you made in your welcome email. Share actionable tips, insights, or a behind-the-scenes look at your business.
The Social Proof Email: Highlight testimonials, case studies, or user-generated content to build trust and credibility.
The Offer Email: Promote your product or service, and explain how it can solve your subscriber’s problems.
The Last Chance Email: Create a sense of urgency by offering a limited-time discount or bonus.

This is just a starting point, of course.

You can customize your nurture sequence to fit your specific goals and audience.

The Conversion Secret Weapon

The key to converting subscribers into customers is to understand their pain points, desires, and motivations.

What keeps them up at night?

What are their biggest challenges?

What are they hoping to achieve?

Once you understand your audience, you can tailor your email content to speak directly to their needs.

This means ditching the generic templates and writing emails that sound like they’re coming from a real human being (because they are).

Now, let’s dive into the nitty-gritty: crafting emails that don’t just get opened, but compel action.

The S.T.A.R. Framework: Shine Brighter Than the Spam Folder

Forget clickbait.

You need a framework that respects your audience’s time while delivering irresistible value.

I call it S.T.A.R.:

Subject Line: Your email’s headline. It should be intriguing, relevant, and ideally, personalized. Some tools even allow you to A/B test different subject lines to see what resonates best.
Teaser: The first few lines of your email. This is where you hook the reader and make them want to keep reading. A strong teaser builds anticipation and establishes the email’s value proposition.
Actionable Content: This is the meat of your email. It could be a valuable insight, a mini-tutorial, a customer success story, or a personal anecdote. The key is to make it actionable — something the reader can implement immediately.
Relevant Call-to-Action (CTA): Don’t leave your readers hanging. Tell them what you want them to do next — click a link, reply to the email, share your content, etc. Make the CTA clear, concise, and aligned with the email’s purpose.

Examples That Spark Inspiration

Here are a few examples of the S.T.A.R. framework in action:

Subject Line: “The One Thing I Wish I Knew Before [Subscriber’s Pain Point]”
Teaser: “This simple shift in my thinking transformed my [relevant metric] — and it can do the same for you.”
Actionable Content: A step-by-step guide, a case study breakdown, or a personal story illustrating the insight.
Relevant CTA: “Click here to download the free guide/template,” “Reply to this email and tell me your biggest takeaway,” or “Share this email with a friend who needs to hear this.”

Not overly complicated but just keep this framework in your back pocket so you check all the boxes and you’re not wasting your time.

The Tech Stack That Makes Email Marketing a Breeze

You don’t need a fancy degree in coding to send great emails.

Here are a few tools that make it easy:

Email Service Providers (ESPs): These platforms handle everything from list management to automation to analytics. Popular options include ConvertKit, Klaviyo, and ActiveCampaign.
Content Creation Tools: Canva for designing beautiful visuals, Grammarly for error-free writing, and Hemingway for clear, concise copy.
Analytics Platforms: Google Analytics and your ESP’s built-in analytics provide valuable insights into open rates, click-through rates, and subscriber engagement.

Remember: Email is a conversation, not a monologue. Encourage replies, ask for feedback, and make your subscribers feel heard. The more engaged your list, the more powerful it becomes.

Email Marketing 2.0

We’ve established email as the powerhouse channel it is, explored a framework for crafting compelling emails, and equipped you with essential tools.

Now, we’re venturing into the realm of email marketing mastery — strategies that separate the pros from the amateurs.

Re-engagement Campaigns, Lead Scoring and Data Driven Email Campaigns.

Re-engagement Campaigns

Don’t let those who’ve gone quiet slip away.

Re-engagement campaigns can be your secret weapon for rekindling interest and boosting engagement.

Here’s the playbook:

Segmentation: Identify subscribers who haven’t opened or clicked your emails in a certain period (e.g., 3–6 months).
Personalized Outreach: Craft a series of emails specifically tailored to this segment. Acknowledge their absence, offer a special incentive (discount, exclusive content, etc.), or simply ask for feedback on what they’d like to see from you.
The “Last Chance” Email: If initial attempts fail, send a final email letting them know you’ll remove them from your list unless they confirm their interest. This helps maintain a healthy list and improves deliverability.

Lead Scoring: Prioritize High-Value Prospects

Not all subscribers are created equal.

Lead scoring is a system that assigns points to subscribers based on their engagement level, demographics, and behavior.

This helps you identify and prioritize high-value prospects, tailoring your communication accordingly.

Engagement: Points awarded for opening emails, clicking links, downloading resources, attending webinars, etc.
Demographics: Points based on job title, industry, company size, or other relevant factors.
Behavior: Points for website visits, product page views, abandoned cart activity, etc.

By assigning scores, you can segment your list into hot, warm, and cold leads, allowing you to deliver the right message to the right person at the right time.

Data-Driven Decisions: Let Analytics Guide Your Strategy

Don’t fly blind.

Your email marketing platform and analytics tools offer a treasure trove of data that can inform your strategy and drive better results.

Open Rates: Analyze which subject lines and send times resonate with your audience.
Click-Through Rates: Identify which content and CTAs are most effective.
Conversion Rates: Track which emails lead to sales, sign-ups, or desired actions.
Unsubscribes: Pay attention to trends in unsubscribes to identify potential areas for improvement.

Use this data to experiment, iterate, and optimize your campaigns continually.

A/B test different elements, segment your list further, and refine your approach based on what the numbers tell you.

Legends in the Making: Case Studies That Inspire

We’ve reached the final chapter of our email marketing odyssey.

Let’s pull back the curtain on real-world success stories and provide you with a battle-tested checklist to conquer your own email empire.

Here are some brands (that you should study) that have leveraged email to achieve extraordinary results:

Morning Brew: This daily newsletter has amassed millions of subscribers by delivering concise, witty news summaries directly to inboxes. Their secret? A conversational tone, a strong community focus, and a referral program that incentivizes sharing.
The Hustle: This newsletter, recently acquired by HubSpot, gained a cult following for its blend of business news, tech trends, and humor. Their email list became a powerful acquisition channel, driving substantial revenue growth.
Glossier: This beauty brand has built a loyal customer base through email marketing that feels more like a chat with a friend than a sales pitch. Their emails are filled with user-generated content, product recommendations, and exclusive offers that create a sense of belonging.

Your Email Marketing Checklist: The Path to Mastery

To wrap up, I’ve distilled everything we’ve covered into this actionable checklist:

Mindset Shift: Embrace email as a relationship-building tool, not just a broadcasting platform.
Strategy: Define your goals, segment your audience, and create a content calendar that delivers consistent value.
Crafting Emails: Use the S.T.A.R. framework to write emails that get opened, read, and acted upon.
Tech Stack: Choose an email service provider that aligns with your needs and budget.
Advanced Tactics: Implement re-engagement campaigns, lead scoring, and data-driven optimization.
The Human Touch: Always prioritize authenticity, personalization, and genuine connection.

Remember: Email marketing is a marathon, not a sprint.

It requires patience, persistence, and a willingness to experiment.

But when done right, it can become the most powerful asset in your entrepreneurial arsenal.

Now, it’s your turn to step into the arena.

Armed with the knowledge and tools we’ve explored, you’re ready to create email campaigns that captivate, convert, and take your business to new heights.

Scott