Most companies offer newsletters to spread news regarding products, services or the company itself. But a shift of focus is emerging in the marketing industry regarding newsletters. Are you ready for it?

 

Going back a few years, email newsletters was a great way to keep your company or brand in touch with customers. Working with a big enough marketing team, you halfway created enough content to publish your very own “newspaper” format – featuring monthly or even weekly news. Especially retail chains had a lot of possibilities to showcase new products, special offers, local events and other brand-related news in a longer format inside a single email. The idea was that loyal readers would keep in touch and get inspired to buy more products, more frequently.

The original newsletters are going away

A lot has changed in recent years. Companies are using social media to convey messages with 140 characters and push notifications to keep customers engaged. Shortening the message of a campaign has proved a success, as most people don’t want to read a long email of nothing but branded messages and ‘local’ events happening far away.
As personalised marketing becomes available to companies, customers become more expectant, getting the right information at the right time. Rather than receiving a monthly update, we want an instant update. Rather than getting general news, we only want news applying specifically to us.

The right news at the right time

In order to deliver intelligent, personal and intriguing news to the customers, you will need a system which allows advanced calculations to not only present the right content, but also get the timing right.

This is a extensive task and will require some level of automation. Ideally you would feed data and content into the system and then the system would simply send the suitable emails, SMS, push notifications and messages to the correct users.

Is it worth it?

Ending an existing process, learning a new system to support personalised marketing, setting up all the automation and continuously feeding the system with new products, offers, events and other content may feel extremely tedious. I wouldn’t blame anyone being sceptical about it.
Automation is not the holy grail of marketing, swooping down and giving you instant amazing results – regardless of your efforts. Like any other type of marketing it takes substantial knowledge of your audience, quality content and clearness of your brand’s identity to set up in a successful way.

Try mapping out what type of content your company or brand have to offer:

 

  • Do you often feature new products or new versions of existing products?

 

  • Do you offer discounts on products?

 

  • Do you host or partake in local events?

 

  • Do you share general news about your organisation?

 

  • Do you share news articles or other medias’ mentions of your company?

 

  • Do you share news articles related to your company’s industry?

When and what to share

Once you know what type of content you may offer your audience, try and map these types of news to different channels. You may make a Facebook post about a short news feature being broadcasted that very evening, but you probably won’t send an email to all your customers about it. Remember, a lot of the content do well on different channels.

 

Assigning the type of content to different channels will slowly indicate what type of automation you need. Ideally you could simply paste in a link to the newspaper article and add a short description, and the system would know when and where to share this news.
Expanding this idea will help you make a complete layout of how the automated setup should look – in the perfect world that is. While it may not obtainable in your a final setup, it will give you something to constantly strive for and motivate you to keep on optimizing!

Why automation works

Automating your marketing still requires gathering of content, yet alone the production by your marketing team. So, what is the benefit? Well, you will save time in the overall workflow from first idea of content to final delivery, but the main goal is precision. Contacting your customer via the right channel and informing them of useful and relevant messages.

 

Gone are the days of spamming the masses and hoping for someone to bite. In fact, this behaviour is causing a lot of consumers to be repelled by those companies still conducting a “more is better” approach. But showing the right content at the right time, not only shows a will to give your customers the best experience – it also shows that you understand your audience and what they want and need.

 

If I only go for the biggest discounts, and don’t care about a new collection being launched at full price, I will probably love to hear about the Summer Sale. If I already bought a lot of items from a special series of products, I might like to see offers on others products like it, but I would probably be upset to learn of a discount on the product I just bought.

 

Looking at the buying patterns of customers, allows you to make either personalised offers or at least put them into segments to showcase overall product types like the newest collection rather than the biggest price reductions.
Agillic brings automation to life by taking product data, predictions and live segmented target groups into an easy-to-use interface. Build campaigns based on your company’s needs and watch your audience grow in both numbers and customer satisfaction.