Delivering Value to Your Subscribers
SL: Make your very own McMuffin®!
Take-away: Showcase your USP. A great way for brands to add customer value is to demonstrate brand purpose. Mcdonalds have identified their USP, and used it to their advantage. They have shown they can be adaptive, and give subscribers something unique.
2. Secret Escapes
SL: Postcards from cities we love
Take-away: Talk in terms of your subscribers interest. Secret Escapes have done this well through this solus email. Keeping their database warm and the list active by feeding them content they know they will be interested in.
SL: Something a little different from Costa.
Take-away: Be authentic. Feed subscribers with thoughtful content which is relevant to them. Costa have done a nice job of delivering a genuine message to their online community. Pulling in UGC is a great way of demonstrating the relationship between brand and consumer. It shows authentic content, and demonstrates the product or service in a less contrived way.
SL: [Firstname], how we’re helping to stop the spread in store
Take-away: Be helpful. Supermarket brands are being heavily relied upon right now, so sending out the correct messaging is vital. Sainsbury’s used their platform to be a brand of reassurance. Instead of showcasing products, they adopted a sensitive tone and focused on highlighting important store information. Being a friendly voice to subscribers and being helpful can go hand in hand.
SL: Can I freeze it? Yes you can!
Take-away: Be reactive. This solus email from M&S is a great example of a brand adapting to their customers needs. Including very useful and practical information relevant to their subscribers.
SL: You free tomorrow night? x
Take-away: Think outside the box. Everyman demonstrate how it pays to stay engaged with your audience. Continuing to offer customers the comfort of a familiar brand. They have launched a multichannel campaign, across email and social channels. Using a familiar subject line and a fun pre-header ‘Bring a bottle 🍾’ they are keeping the conversation alive, and showing off their fun personality.
Marketers need to be striving towards adding value. Recipients will engage with emails if they perceive that it will provide added value or service towards them. Demonstrating a human side of your brand is the most admirable thing to do right now. Show subscribers you can adapt to their needs, and supply them with relevant content when they need it.
1. Showcase your USP
2. Talk in terms of your subscribers interest
3. Be authentic
4. Be helpful
5. Be reactive
6. Think outside the box