For instance, if you’re a financial services company, your welcome email series might look like this: 1 The first email in the series uses solid defensive design, welcomes the new subscriber, and asks them about their financial goals, which will be used to inform future messaging. 3 The third email in the series promotes your services. If provided, the subscriber’s financial goals determine the services that are promoted. Otherwise, a full array of services are promoted, with the click behavior indicating implied preferences regarding interests. 2 The second email in the series promotes your If the subscriber didn’t respond to the first email mobile app if the subscriber signed up via your 4 about financial goals, the fourth email repeats that Facebook page, or promotes your Facebook page call-to-action, while also offering the opportunity to if the subscriber signed up via your mobile app. chat or speak with an advisor. 5 BLUEPRINTS FOR BUILDING SMARTER EMAILS | 5