INSIDE THE MM GROWTH DEPARTMENT
Email and Owned Audience
Turn visits into an audience you own.
Email is not simply a place to announce sales. It is the permission-based relationship that allows a horticulture business to follow up after a visit, support a purchase, create a return reason and learn what customers respond to without depending entirely on a platform's algorithm.
The Job This Capability Performs
Capture permission at meaningful points across the customer journey.
Follow up after events, visits, inquiries and seasonal purchases.
Build customer habits that continue beyond one promotion or one spring.
What MM connects it to
Email connects to website capture, checkout behavior, events, content, customer segments, merchandising, seasonal campaigns and CRM follow-up. The newsletter is one expression of the system, not the entire system.
What the work can include
Email-list growth strategy
Newsletter planning and production
Segmentation and preference capture
Automated welcome and follow-up sequences
Event and campaign nurture
Measurement, testing and list hygiene
Frequently Asked Questions about Email Marketing
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Start with permission and a useful reason to subscribe. MM can connect checkout, website forms, events, guides and staff prompts into one list-growth plan rather than buying or borrowing an audience.
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No. Purchased contacts did not ask to hear from the business, create deliverability and compliance risk, and rarely resemble the customers worth building a relationship with.
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Yes, at a rhythm that reflects customer needs and the operating calendar. Silence breaks the relationship; useful off-season communication protects memory and prepares future demand.
You may not need more email. You need the right system.
MM determines what this capability needs to accomplish inside the wider customer journey, then connects it to the strategy, creative, channels and measurement around it.