Creating a kick-ass in-house Email Marketing function: Planning content

Have you ever found yourself wondering what to talk about in your brand's emails when you're not running a sale?

Perhaps you've said things like, "I know we should email our customers more often, but I don't know what to say," or "I don't want to bombard customers with emails, everyone hates spam." If these thoughts have crossed your mind, you're not alone.

Many brands struggle with planning email marketing content that keeps their audience engaged while delivering great commercial results. At our client meetings, we often hear these concerns, and we'd like to share our thoughts on the matter.

This month, we're delving deep into how you can set up an effective email function in-house to boost your ecommerce sales, convert your email subscribers into paying customers, and foster word-of-mouth and repeat sales.

Last week, we discussed tips for monitoring your email channel's results, and now we're going to help your team plan content that not only drives conversions but also keeps your audience connected to your brand.

Interestingly, the best way to provide guidance on what to do is to start by addressing what not to do and why. So, let's dive into the three most common mistakes when it comes to planning email marketing content:

  1. "Avoiding Spamming": It's a valid concern not to want to spam people with excessive emails. However, this fear often leads brands to the other extreme, resulting in infrequent communication through email. They end up sending campaigns only during sales and promotions, inadvertently creating the perception that their brand is solely interested in money. Remember, your customers willingly shared their email addresses with you because they want to hear from you. Share more about what your brand stands for, the values of your founders and team, and your efforts to make a positive impact. When customers receive valuable, genuinely interesting content from your brand, they are more likely to make purchases, regardless of ongoing sales. Don't be afraid to reach out to your customers; after all, they've given you permission to connect with them.

  2. "Waiting for the Right Moment": Many brands limit their emails to occasions when they have something "important" to say. However, by doing so, they miss out on the opportunity to establish regular communication with their audience. Just as social media has popular trends like Throwback Thursday or Monday Motivation, brands can create a similar effect through a consistent email schedule. By selecting a specific time and date each week or fortnight, you can increase engagement in the channel and reach a larger portion of your audience. Think about newsletters you enjoy reading regularly; why not create the same anticipation and excitement for your brand's emails?

  3. “Nothing to talk about”: This is a common challenge that brands face. While they have no trouble generating ideas for daily social media posts, they struggle to come up with valuable, entertaining, or inspiring content for their emails. However, here's a secret: Most of the content shared on social media can be successfully repurposed for email campaigns. Consider these examples:

    • Talk about an influencer collaboration taking place on social media in your email campaign.

    • Share details of the latest PR coverage your brand has received to boost your credibility.

    • Provide behind-the-scenes and team-specific content to add a human touch to your brand's email communication, just as you do on other channels.

By repurposing content and utilising these strategies, you can keep your email campaigns engaging and informative, even when you're not running a sale.

Remember, email is a powerful tool for connecting with your audience. Don't let the fear of spamming hold you back.

Instead, share valuable content regularly, establish a consistent schedule, and repurpose existing material. By doing so, you'll strengthen your brand's relationship with your customers, drive sales, and cultivate loyalty.

Want help with achieving this? Get in touch! We’d love to help.

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Perfecting your Influencer pitch