Weekend Warrior: Drive Re-Engagement with Education-Focused Emails
Today's software solutions - those designed for both e-commerce merchants or publishers - make it much simpler (either at the core or through integrations) to keep customers engaged and often that is achieved by taking greater advantage of the email channel.
So how can you make the most of the platform you're currently using? Educate users on what you're really providing and selling.
They say it's cheaper to retain a customer than acquire a new one, so today's savviest Web enterprises are concentrating their efforts more on discovering ways they can continually engage their existing audience. That, of course, requires the consistent development of content (as well as near perfect distribution strategy), but it is a highly effective way to keep the conversions rolling in.
Coupled with data on the state users occupy in relation to their buying history and purchasing journey, you'd be surprised at just how effective the following tactic can be in terms of engaging users and generating revenue.
Everyone is selling something, of course, but today's consumers aren't always ready to buy when sellers are. For that reason, it's the responsibility of the business to educate its users. Say that you sell a line of notebooks for life hackers - you're not just selling notebooks, but rather an entire lifestyle choice and should develop content that informs prospects about what they are really buying into, how to best use those products, sharing case studies about successful users, guidance on optimal use, etc.
You never know what the trigger will be to convert a prospect to a lifelong customer, but commit to an email-based education initiative and it has been proven time and again to deepen engagement and increase profits.
Ready for some Weekend Warrior Action?
This weekend, your digital assignment is to identify at least three different content "concepts" that you can use to re-engage your audience, something tht will educate and inform (rather than entertain).