Updated: Apr 14, 2022
In this world, data is king. With ever-changing data policies and IOS updates, relying on third-party data is becoming increasingly less reliable. That’s why building your own data and lead lists are so important. The easiest way to do this is with email marketing and strategic email series. Today we’re discussing evergreen email series.
What is an Evergreen Email Series?
Evergreen email series are just that. They are evergreen! There is no expiration date on the information that you are sending. They are not special to a specific event or time of distribution and can start and stop at any time of the year.
Evergreen series tend to also be information that people want to receive. They generally include important information and are a free, or paid for, value-add. They are a great lead magnet and a strategic way to get people to sign up and build your lists.
Cadence of a Welcome Series
The great thing about an evergreen series is there really are no hard and fast rules about many emails they should include. In our professional opinion, they should be kept under 10 emails in the sequence. These emails are generally sent on a daily basis.
Getting People to Sign Up
The best way to get people to sign up for an evergreen email series is to add a pop-up to your home page offering the series. Automation is king here, you’ll want the email signup to connect to your email platform so that as soon as they sign up, the automation is triggered, and the person starts automatically receiving your series of emails.
No matter which way you obtain these signups, it’s imperative to add them ethically. Meaning, you’re only sending emails to those who have opted into the emails.
Types of Emails Within a Welcome Series
Because the information in an evergreen series can be so different depending on the topic and business, once again there is not a hard and fast rule to what the best practice is on what information to include when.
That being said, some of the emails you could include in the series are:
- Introduction of the evergreen series
- Introduction to who you are as a company
- Your value add and value proposition
- Multiple emails with the information you promised
- Actions you want them to take (follow on social, purchase a product, download an app, etc…)
Evergreen series aren’t a necessity for a small business but they definitely help grow a database. What evergreen series have you implemented? What evergreen series could you implement? The options are limitless (or should we say evergreen!)
Owner & Founder, STAK Marketing
Michelle Johnson is the owner, founder and Chief Marketing Guru at STAK Marketing. Our passion at STAK Marketing is to create beautiful STAKs of marketing strategies that help small and mid-sized businesses grow and reach their goals. STAK Marketing's expertise ranges from SEO to branding, e-mail marketing to website design, PR to advertising and much more - making STAK Marketing a one-stop-shop for all your small business marketing needs. Contact us for a free discovery call today.