MediaPost – Five Questions To Shape Your Automated Email Content
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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