Lesson 2 of 4
The four emails every business needs
Welcome, follow-up, review ask and the way back
The idea
You book a table, and the day before you get a short message: “See you at 8, here's how to find us.” It feels like good service. It's also marketing. That's the kind of email this lesson is about: short, useful and on time.
- 1
Welcome
The first day: what to expect, and one first step
- 2
After an enquiry
The answer, then a follow-up that isn't pushy
- 3
Ask for a review
When they're happiest, with one link
- 4
Win them back
A reason to return, for people who drifted away
One point, one button
An email nobody acts on
- Five topics
- Three links
- “Let us know if you have any questions”
An email that works
- One point
- One button
- Sent at the moment it matters
Timing matters more than words
Step 1
Day 0
The answer, and the next step
Step 2
Day 2
The question they didn't ask
Step 3
Day 6
Proof: a case like theirs
Step 4
Day 13
A last, light check-in
Today, with AI
Writing a set of emails used to take a weekend. Now a first draft takes a minute, so the timing and the one point of each email are what matter.
Inboxes filter harder than ever. Emails people open and reply to keep reaching them.
What AI does well
Drafting each email around one point, keeping it short, and matching your voice.
Where it goes wrong
It writes longer emails than anyone reads, and adds a second button if you let it.
What stays yours
When each one goes out, and the true details: your prices, your cases, your name.
Check yourself
Do it in the studio
Try it here first
Your welcome email
One point, one button. The email builds itself; paste it into your email tool.
Yours
Subject: Your first proposal in two minutes. Point: paste a client's brief and see what comes back. Button: Try it with today's brief.
- 01
Open Create → Email, the Sequences tab. Pick After an enquiry or Ask for a review, and press Write it.
20 credits - 02
Or write your welcome email above, and your review email, by hand.
free - 03
Copy each email into your email tool as a separate message, and set its day.
free - 04
Check each one has a single point, a single button and a way to unsubscribe.
free
Done when At least one of the four emails is set up and sends itself at the right moment.
Go deeper
University courses on the same topic, if you want to go further.
Imperial College Business School
Services and Customer Relationship Management (BUSI70284)Loyalty, good service and staying in touch with customers
Columbia Business School Executive Education
Digital Marketing, Module 4: Connect and CollaborateStaying connected with customers for support and sales