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Any successful endeavour requires a number of ingredients. An award winning cake recipe will have more than one ingredient, and an Olympic gold medal swimmer didn't just swim their first lap that race. There's a process, there's time, goal setting, and multiple resources being in the right place at the right time. In the wedding industry there is so much focus on advertising and marketing, getting the enquiry, but less focus on winning that enquiry over, and worse, delivering an exemplary customer experience from woah to go. Here at the Celebrant Institute we've written numerous articles about the value of creating and delivering a customer journey but today I wanted to hone in on one single aspect that apparently is really lacking in the wedding business: email.