05/13/24 | The Rehm Copy Newsletter

Last week I made a Youtube video where I went through my email strategy creation process LIVE for a brand called Salt & Stone.

​You can watch that video here​

It got a ton of engagement on Twitter, so I thought I'd expand on it.

The process is relatively simple...

What matters most is your skill level when it comes to formulating these strategies.

I think the reason it got pretty decent engagement on Twitter is because most people don't know where to start with strategy or ideation.

So in this email, I want to give you a brief rundown on the process.

If you watch the Youtube video, or at least skim through it, you'll see a much more in-depth look at how to do this...

But in the video, I cover three domains:

Campaigns, flows, and opt-in.

These are the 3 things that matter in email marketing.

First, when you start with campaigns, you have to decide on 5 things.

Sending volume, plain text vs design ratio, segmentation strategy, promotional vs valuable content distribution, and SMS volume.

Once those are decided, now you can go ahead and build out the campaign calendar.

On top of that, we have a separate doc for each client that is made specifically for ideation and angle creation, and that's where the copywriters decide what angles we want to use.

If you want a breakdown on how to come up with unlimited email angles using AI, click here to watch my Youtube video that covers that. ​

Next is the opt-in.

In the opt-in, we simply nail down what our offer will be, and what we want to test in terms of the offer, copy, and design.

Then we get into flows...

This is simply a process of deciding what nuance we want to add to our core 13 email flows.

In the case of Salt & Stone, we had a few specific things we wanted to do in the abandonment flows and first time buyers series.

And then boom, the strategy is in place and it's time to execute.

If you want all the details, check out the full video.​

Adam