With your database of contacts all prepared (if you missed it, read our last blog post about how to create a database here) you can now focus on creating interesting and engaging content to send out to your audience.
When determining what to include in the communication, why not consider asking the people you are hoping to connect with. We often forget that they are best placed to guide us. A simple survey can help guide you regarding the acceptability of including product promotions, market trends, brand news, and handy tips. There is no one size fits all and some experimentation may be required to refine the content with each edition. It’s also a good idea to ask about the frequency with which they’d like to hear from you.
Once you’ve had input from your audience, also consider your brand’s capacity to produce content. Don’t commit to delivering more content than you can produce consistently. We’d also recommend thinking ahead. Perhaps creating a series, ready to send, before circulating the first one so you aren’t panicking to write the next one as soon as you’ve hit send. Banking up to four communications allows you to unpack a thread and also gives you breathing room. You may be able to incorporate content you are already generating for your social media feeds and visa versa.
Give consideration to who should receive the content first – subscribers or the fans on social media – or do you need to release some of them simultaneously? If you’re unsure, then we’d go with the subscribers first. They’ve agreed to receive direct communications from you. They will feel special and a part of an elite group, receiving these sneak peeks or first looks.
Your mailers and SMSes don’t need to be lengthy to be valuable. With shrinking attention spans and busy lives, short and punchy is often better. Choose a length that’s appropriate for your brand and conveys your story in a way that will resonate with your audience. Breaking the story into parts may increase the impact of the story in its entirety, so should it start to feel long, this is something to consider. There also needs to be relevant visuals and calls to action.
Recently, a new shopping centre opened and sent out marketing material about the tenants and their opening specials but failed to include the opening times or a contact number. Tension was created followed by frustration for the prospective shoppers. So, check that in your excitement, you haven’t left out contact details and you’ve identified the next step you want the reader to take. That step doesn’t have to be purchasing, it may be sharing the mailer with a friend or replying to you with follow-up questions.
Next week, we’ll look at how to measure the success of your campaign and adapt to the feedback your audience is giving you.