In April, SilverPop released a white paper useful to any marketer responsible for “talking to” customers, particularly when the channel of conversation is email.
The essential message of “5 Tips for “White Space” Emails,” is keep it useful and make it look good.
To that end, fill promotional emails with useful, educational, enteraining content—photos, humorous stories, info graphics, tips from other customers/donors.
1. Seasonal tips and stories that tap into your customers’ time-sensitive needs: spring clean-up, holiday recipes, December charities, March madness, etc.
2. Personality and humor. Write chatty copy that reflects your customers’ attitudes and interests.
3. Other-user-generated content. Search out customers’/ donors’ own words. Find them in social media comments, letters to customer support, etc.
4. Buying tips: Customers don’t just buy; they interact with products and services for a reason. Broaden everybody’s buying experience through education. Political donors go to the polls and have experiences to share; nonprofit supporters embrace values and belief systems with a community of people; folks who “like” products are interested in how other customers make choices.
5 Usage tips. Focus copy on innovative ways customers can use your product or get involved in your charitable activities. For copy ideas, talk to customer service reps who hear feedback in customers’ own words.
Source: SilverPop white paper, 5 Tips for “White Space” emails, April 2014, http://www.silverpop.com/marketing-resources/overview/
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