[MUSIC PLAYING] The ultimate goal of every email you send should be to add a little bit of value to the recipient. Legendary marketer Seth Godin talks about email as permission-based marketing. Subscribers give you permission to email them and you reward that permission by being personable, relevant and anticipated. That's what delivers value and when you add value you get value ultimately in the form of revenue.
If you adopt this permission-marketing mindset, your email list will quickly become your most valuable business asset. You should think of it as a real profit generating asset just like a stock or a bond. In this lesson, I'll teach you about the three types of emails you should be sending out regularly to your subscribers-- transactional, broadcast and triggered emails. Transactional emails are sent during checkout or any other purchasing action.
Shopify sends these to one specific customer at a time and they contain critical information that your customer needs. What did I just buy? When is it going to ship? Some examples of transactional emails are your order and shipping confirmation emails. The second type of the email is the broadcast email. Broadcasts emails are sent to your entire list of subscribers or to a segment of your email list.
For example, your VIP customers, who are your best customers. You should use broadcasting mails to nurture subscribers into customers and customers into loyal customers. Examples of broadcast emails include a weekly or monthly newsletter update, a promotion or content update or a survey. If we think back to the permission marketing idea, these emails are the ones that are anticipated and relevant. They do add some value.
The last type of the email is the most powerful. These are the triggered or lifecycle emails because they are triggered off of user behavior. Examples include the abandoned cart sequence we set up in the last lesson. A user abandons his or her cart and that triggers an email sequence. Another user buys 10 times from your store in that 10th purchase triggers an email sequence. Lifecycle emails are always personal and relevant.
They target only a small segment of your subscribers with relevant messaging and as such they will ultimately generate the highest revenue per subscriber for you. They can also be automated, which is where the magic happens. In the resources section below, you can see a few examples of these types of emails. Throughout this course, you will learn how to optimize them to grow your business. You'll hear me say this a lot-- to grow your subscriber list is to grow the business.
It's the next best thing to revenue. Getting to know the types of emails you'll be sending is the first step. Now head to the next lesson to learn, which email service providers right for your business. [MUSIC PLAYING]