Let us initiate the post while putting the question, what exactly is the difference between content and product marketing. Content counts as a lead-generation tool that focuses upon building brands through pre-determined strategy. On the other hand, product marketing helps in understanding every aspect of customer experience and the ways by which the experience could be improvised. Eventually, it is the responsibility of a marketing manager to handle both these roles efficiently. Bridging the gap that exists between both the fortes is definitely not an easy task. These fortes actually come together when it comes to email marketing of products. Product update emails are a perfect example for such collaboration. Through this post, we will be sidelining all those elements that would eventually help in creating a great product update email.
Sort Out Target Audience & Communicate: For a business, the main goal is to make the customer reach product, marketing and engineering teams. Most of the companies focus upon not one but all three teams. The reason behind the same is that they wish for the customers to reach all three groups simultaneously so that they could extract complete value of the product. This eventually makes it hard to focus upon a particular group of audience and to communicate with them directly. For instance, engineers would be focusing upon making speed improvements and integrations The marketers would be busy collecting stats from analytics tool for better reporting.
When you create product emails that focus upon both simultaneously, you might end up watering down the email and eventually speaking to no one. The foremost thing that you should communicate to the marketing, engineering and product team is to know how to define the target audience. A product update email needs to be created while taking in to consideration the buyer personas. Here are a few things that you need to consider.
Make sure that the product updates are crafted while keeping in mind what the fans are actually looking for. It is not that the description alone would generate leads, it would only act as a catalyst for initiating the process. Serving two masters at once would make things difficult in the long process. Decide and focus upon a single group at once, be it marketers, developers or some other group. Next parameter would be choosing a language for each of the group. Also, the mail for each of the group should be sent to the receiver through different members of the team.
Utilization of Visuals: As per the stats from Alphachimp, nearly 83% of humans tend to learn through visuals. The stats even though seem debatable and the company stating the stats has made it clear that nearly 83% of people prefer to learn better when they come across content that consists heavy amount of graphics. A simple example would be website of CloudApp. The website has made use of simple yet self-explanatory animation. The use of animated GIFs for highlighting the new features within the emails tends to grab eyeballs instantly.
Be consistent: Consistency of the website relies on two basic factors i.e. limitations and prospects. The main limitation that one comes across is deadlines, which eventually acts as a source of creativity booster. When a visitor turns in to customer, there are certain expectations that you need to fulfill. For instance, sellers like Digg promise to send a daily email and companies like Moz offer bimonthly newsletter, so you will have to plan the limit as per the market standards set by others. Sending out mails whenever you feel like, will disrupt the consistence factor.
Other than making use of product update emails, you can follow email marketing strategies for managing the Abandoned Cart Emails. This could be beneficial in developing a consistent ROI strategy.