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.
For example:
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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