If your email marketing campaigns aren’t generating appointments or revenue, it might be because you’re skipping the strategy. Many teams are still sending the same generic message to everyone in their database, rather than using targeted email templates that match each buyer’s needs and stage.
In this episode of The Marketing Phoenix Podcast, RPC CEO Melissa Rogozinski sits down with Sofía Sprowls, Marketing & Sales Ops Manager, to share the exact framework they use to turn cold leads into booked meetings using personalized email content and marketing automation.
This is for legal tech professionals, law firms, and B2B companies who want to build smarter campaigns, increase customer engagement, and drive sales with segmented, relevant messaging.
The Problem
Too many businesses send emails that focus on features and benefits—regardless of where the lead is in their decision-making process. That disconnect causes low open rates, poor click through rates, and ultimately lost opportunities with potential customers.
If you want to improve conversions and maximize your marketing channels, you need to build your email marketing strategy around the buyer’s journey.
What You’ll Learn
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The 4 key stages of the buyer’s journey: Awareness, Consideration, Decision, and Loyalty
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Why successful email marketers start with Real Client Personas—not assumptions
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How to create content (like blogs, case studies, and email templates) for each stage
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A 6-step framework to build email campaigns that nurture, convert, and re-engage leads
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Why subject line testing and segmentation are crucial for improving open and click through rates
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How to use your CRM and email marketing platforms to automate follow-ups and trigger relevant content
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The role of transactional emails, newsletters, and promotional offers in building loyalty
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How to align your marketing and sales teams around clear handoffs and shared KPIs
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Which email metrics to track—like open rates, CTA clicks, and conversions—to know what’s working
From Setup to Scale
You don’t need to start with complicated workflows. Whether you’re sending a free trial offer, launching a new product or service, or nurturing inbound leads, the key is to match the message to the moment. This approach ensures every email address on your list receives content that’s relevant and valuable.
At RPC Strategies, we’ve used this exact process to re-engage cold leads and convert them into meetings and deals—sometimes 12–18 months after their first interaction. That’s the power of email marketing strategy done right.
Take Action
Your database is full of opportunity—if you stop throwing spaghetti and start using structure.