#65: The 5 Email Sequence Every Business Needs(and Why Post-purchase Comes First) with Breanna Owen

So you said you asked yourself, how does this play out if it was in person? I know something you said that the background still shapes how you see things that you tend to think about online businesses.

We used to think about brick and mortar storefronts.

So just for context, could you just share with our audience, when you say brick and mortar storefronts, like what kind of businesses are you referring to? And then maybe an example of how you think about it.

Okay, so you've given us one actually.

You said, you know, how will this experience be in person? Okay.

Yeah,

yeah, for sure.

So brick and mortar, I just mean any sort of literal business.

So when I worked at Banana Republic and we had a store in the mall that people would literally physically walk into the store.

It could be a physical store in like on a main street or something like that.

In my jewelry days, I would set up vendor booths and I also ran a nonprofit with a physical based product as well.

And we would send a vendor booths.

And I would still consider that something to be like a brick and mortar, even though it's like folding table and tablecloths.

But simply because it's an in-person selling experience.

That is what I'm thinking of when I say brick and mortar.

And then, for example, if we go back to the mortgage lender.

And that's really where the marketing stuff got cemented, but also the email marketing really became the thing I'm obsessed with and love in digital marketing because I would watch him like finger type out emails to his customers.

He was incredibly customer centric.

Like he really, truly cared about connecting with his people, but he hated to type.

He hated to write email.

So he would like get a quick little email out and then he'd go reward himself with a handful of peanut M&Ms.

which I love, I'm here for that.

But I also knew how many customers he had and how many emails he wanted to be able to send a day.

And that just was not sustainable.

And so what I did with him was, and how all of this really got started was, I just sat down with him and I asked him, if this customer, who is it that you're trying to talk to? Where are they at in their journey of buying a mortgage? If they were sitting right here with us, what would you be saying to them? Okay, after that part happens, what comes next? And what would you say to them if they were right here? Don't think about needing to send an email.

So you said you asked yourself, how does this play out if it was in person? I know something you said that the background still shapes how you see things that you tend to think about online businesses.

We used to think about brick and mortar storefronts.

So just for context, could you just share with our audience, when you say brick and mortar storefronts, like what kind of businesses are you referring to? And then maybe an example of how you think about it.

Okay, so you've given us one actually.

You said, you know, how will this experience be in person? Okay.

Yeah,

yeah, for sure.

So brick and mortar, I just mean any sort of literal business.

So when I worked at Banana Republic and we had a store in the mall that people would literally physically walk into the store.

It could be a physical store in like on a main street or something like that.

In my jewelry days, I would set up vendor booths and I also ran a nonprofit with a physical based product as well.

And we would send a vendor booths.

And I would still consider that something to be like a brick and mortar, even though it's like folding table and tablecloths.

But simply because it's an in-person selling experience.

That is what I'm thinking of when I say brick and mortar.

And then, for example, if we go back to the mortgage lender.

And that's really where the marketing stuff got cemented, but also the email marketing really became the thing I'm obsessed with and love in digital marketing because I would watch him like finger type out emails to his customers.

He was incredibly customer centric.

Like he really, truly cared about connecting with his people, but he hated to type.

He hated to write email.

So he would like get a quick little email out and then he'd go reward himself with a handful of peanut M&Ms.

which I love, I'm here for that.

But I also knew how many customers he had and how many emails he wanted to be able to send a day.

And that just was not sustainable.

And so what I did with him was, and how all of this really got started was, I just sat down with him and I asked him, if this customer, who is it that you're trying to talk to? Where are they at in their journey of buying a mortgage? If they were sitting right here with us, what would you be saying to them? Okay, after that part happens, what comes next? And what would you say to them if they were right here? Don't think about needing to send an email.