Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid.

We'll also dig into life, pop culture, and the chaos that is our everyday.

I'm Jay Schwettleson. Let's do this, not that.

Do this, not that. Do this, not that.

Yes, here we are.

Another episode.

And today, we are going to be talking about literally the most important email that you send as a marketer, whether you're a business

marketer or a consumer marketer, and you probably don't even realize that this is the most

important email that you sent. And I'm not exaggerating. Well, I might be exact. No, I'm not

exacting. So it's not the email that you send promoting some amazing offer. It's not your

Black Friday email. It's not an email about the most important webinar of the year. No, it's

none of that. The most important email, any marketer says, is the first email that you send to somebody

when they come into your organization from any area.

If they buy something and you get their email address,

if they react to a social post or search ad or anything,

and they give you their email address, okay?

And you email them for the first time.

Doesn't matter if you're a salesperson emailing somebody for the first time or if it's

a trigger-based email and you're sending out an email for the first time.

Why is that email so important and what do we need to be doing in that email to make sure

...