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MediaPost – Five Questions To Shape Your Automated Email Content

MediaPost – Five Questions To Shape Your Automated Email Content


Five Questions To Shape Your Automated Email Content

By: MediaPost

Once you decide to expand your broadcast email program to include a growing number of low-volume, high-ROI automated messages, you’ll confront a new set of challenges, including, “Where am I going to get all of the content I need to populate these emails?”

Beyond resource and content creation issues, a critical question also becomes, “What content approach should we take in each automated email?”

If you are a retailer, for example, not every email should have a strict promotional theme with offers to buy Product X immediately.

Instead, think “content marketing”: messages designed to increase loyalty or post-purchase satisfaction, educate customers or simply move prospects a step closer to a purchase.

The framework below can help you think about your content approach:

1. What is our relationship with the customer?

Different customer types require different kinds of content. You could populate a browse or cart abandonment reminder email or cross-sell message with one set of offers or incentives for high-value customers and another for prospects who have yet to purchase.

Messages for one customer group could focus on features and benefits, and on price for another group. Prospects who are close to a decision receive a two-part educational series; those who need more education or nurturing receive a five-part series.

2. Where is the customer in the purchase process?

Browse-abandonment emails that try to convert immediately aren’t going to deliver value to customers who aren’t ready to buy that wine refrigerator or rechargeable leaf blower.

A better approach: Focus your browse reminder series on helpful content that addresses the reasons why a browser might not be ready to buy.

One client’s browse follow-up messages include helpful content and links to tools such as price comparisons, how-to videos and a wizard that helps the customer select the right product.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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