In a nutshell, email marketing should evolve and respond to customer demands and actions. It should tell a story with a good start, middle and ending.

What we need to do is create a relationship. We need to make sure the customers are happy and engage with them. Annoy them and they’ll leave us with a bitter taste in their mouth.

We need to go from “Welcome to our brand” to “Would you like to buy this?” without alienating the reader. This should be done with exciting content the recipient wants to read and maybe even share.

We can include videos, articles, offers, free gifts, happy birthday messages, invitations and more. But it always has to stay relevant.

We must also be mindful never to send the same content twice. This also includes emails for products or services the customer has already bought or signed up for. Instead use a related product, service or article etc.

Keep people interested and they'll be more likely to engage or buy and less likely to leave or unsubscribe.