Calling All Designers – The Flexible Email Template You’ve Been Waiting For
- Thursday, 13 August 2015 20:20
Have you ever had an email template break or render incorrectly? Well, you aren’t alone. Trying to design an email template for a wide variety of users can be quite challenging. From misunderstanding CSS to having difficulty sizing images, a lot can go wrong in email design. One way to solve some of these problems is to design your template with user flexibility in mind by using the “content blocks” approach.
What this means is that you’ll first create a heavily commented “skeleton” of your email, with very little to no content at all, that contains all fixes for various email clients and any notes about the design. From there, you’ll create the rest of the content as standalone HTML “blocks” that can be dropped into various spots within your skeleton. This is especially handy when using an email provider like Exact Target, which has a way to save content for a drag & drop design experience.
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Behavioral Marketing – Hitting Your Customers with the Right Message at the Right Time.
- Sunday, 19 April 2015 21:22
Have you ever purchased something and received an email thanking you? Perhaps you have received a birthday email from a company with a special offer on it? Or maybe after hitting the slopes for the first time this year, you received a message thanking you for your first day shredding the gnar. What all of these campaigns have in common is that they are hitting the customer with the right message, at the right time.
Using behavioral marketing as part of your overall content strategy will not only help increase engagement, but also provide relevant content and timely messaging to your most valuable audience. Behavioral marketing uses a customer’s actions to trigger specific marketing campaigns. Whether that is making a purchase, registering a product, or simply joining a company’s email newsletter list. The time to talk to your customer is after they have made a direct interaction with your brand, and automated behavioral campaigns make that possible.
The best thing about an automated campaign is once it is set up, it is running until you decide to make a change. The hardest thing about these types of campaigns is deciding what content to put within them and making sure that you are collecting the right data to make that possible. If I have skied five times this year, I don’t want to receive an email asking me how my first day was but would rather get an offer for 10% après ski on my next visit for being a loyal customer. Making sure you have the right data is the first step in creating successful behavioral campaigns.
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