Where is your email marketing system quietly losing people?
Most brands guess. These fourteen workbooks help you find out. Each one starts with a question you probably have not asked yet, and ends with something you can fix. Every workbook has a blank worksheet and a filled-in sample, and they work on any email or store platform.
Field-tested on Artisan Morning.
Three questions to try right now
- If your emails stopped tomorrow, would a single customer notice?
- What happens in the thirty days after a first order? Is anyone talking to that customer?
- How does someone feel in the second after your welcome email lands?
If you could not answer one of these with confidence, you are in the right place.
All fourteen workbooks
Every row has two PDFs: a blank worksheet to fill in, and a sample so you can see a finished one.
Are you even reaching the inbox?
| Workbook | The question it opens | Download |
|---|---|---|
| The Inbox Trust Ladder 7 pages | Do your emails reach the inbox, and would anyone miss them if they stopped? | Blank | Sample |
| The Touchpoint Inventory 4 pages | How many messages does a customer really get from you, and does anyone own them? | Blank | Sample |
| The Message Check 4 pages | What small thing in your next send could cost you the click? | Blank | Sample |
Where do customers drift away?
| Workbook | The question it opens | Download |
|---|---|---|
| The Second Purchase Map 5 pages | What actually earns the second order, and what is it worth? | Blank | Sample |
| The Inbox Blueprint 5 pages | What does the customer see, what runs behind it, and where does it quietly break? | Blank | Sample |
| The Mood Line 5 pages | How does the customer feel at each moment, and is your email helping or hurting? | Blank | Sample |
| The Moments of Truth Calendar 4 pages | Which few moments decide whether a customer stays, and are you ready for them? | Blank | Sample |
| The Recovery Playbook 4 pages | When something goes wrong, what do you say, who says it and how fast? | Blank | Sample |
Who are you really talking to?
| Workbook | The question it opens | Download |
|---|---|---|
| The Routine Segments 4 pages | Which few groups of customers deserve a message of their own? | Blank | Sample |
| The Reply Loop 4 pages | What are customers already telling you, and what have you changed because of it? | Blank | Sample |
| The Revenue Ceiling Worksheet 4 pages | What could each stream earn, and how big is the gap you have been living with? | Blank | Sample |
How good could this get?
| Workbook | The question it opens | Download |
|---|---|---|
| The Lab Routine 4 pages | What should you test next, and what did your last test really teach you? | Blank | Sample |
| The Email Experience Maturity Model 4 pages | Which of five stages is your email marketing system in, and what is the next move? | Blank | Sample |
| The Email Experience Index 4 pages | What is your score across everything above, and will it be higher next quarter? | Blank | Sample |
Where to begin
- Start with the Inbox Trust Ladder. Nothing above the first rung works well until it is solid.
- List everything you send with the Touchpoint Inventory, and check key messages with the Message Check.
- Use the Second Purchase Map to find the gaps between a first and a second order.
- Use the Inbox Blueprint on one journey at a time, such as a cart reminder or a welcome flow.
- Use the Mood Line to see where customers feel uneasy, and what your emails do about it.
- Prepare with the Moments of Truth Calendar and the Recovery Playbook.
- Tidy your audience with the Routine Segments, and learn from customers with the Reply Loop.
- Size the opportunity with the Revenue Ceiling Worksheet, then test fixes with the Lab Routine.
- Finish with the Maturity Model and the Index to see where you stand and track progress every quarter.
About the samples. The filled-in samples use a fictional brand and are labeled sample data. They show how a finished workbook looks. They are not real results.
Use and share them
The workbooks are free to use and adapt in your own work. If you share them, please link back to what Email Experience Design is.
Curious what your score would be?
Run the free scan for the first rung, or book a call and we will walk through your results.