Great marketing starts always with Unexpected Content

Find out how to break down marketing campaigns rules (and boring stuff)

How to surprise your email recipients in 2020?

Written by Colette on 3, January 2020

Giving your subscribers an unexpected experience in 2020 may not have crossed your mind. Email is the last channel you thought you could use to surprise your subscribers. With its static content, it's hard to get away from the traditional offers sent over and over again with the expected result: get buried in the spam box

In 2020, there's no longer any question of seeing its click to open rate collapse and abandoning a channel that is adored by more than half of US consumers. If you're wondering who your best ally in this battle is, we have the answer: content.

1/ Detect purchase intent 

Anticipating what your prospects & customers want to buy is not magic. There are many traces of intention to buy, but detecting them at the most appropriate time to be sure to convert is often impossible. 

However, being able to detect the intention to buy through a dedicated email can be very effective. It is therefore not by chance that 45% of marketers think that behavior-triggered emails are among the most effective tactics to convert. 

How? Include a dedicated area in your reminder emails with the latest categories or products viewed, abandoned shopping carts, etc.

2/ Create an emotional bond (based on situational data)

If you were in doubt, our inboxes contain some very personal treasures. And like everything else in the personal sphere, emotion is never far away, good or bad. In other words, anything we consult in the morning can change the course of the day. That's why it is so important to be able to capture these moments.

Using contextual elements is an excellent way to capitalize on our feelings of the moment to create an unfailing link between the brand and the subscriber. 

How? Surprise your recipients by creating emails based on their location to invite them to go to the nearest store to enjoy a surprise for example.

3/ Expose content preferences

Whether you're looking to compare a service or a product, you tend to search a lot of information in a hurry before deciding to buy. You may also like to spend hours looking at make-up tutorials,  tips for gardening, DIY, etc. 

If you have this type of content, you have a gold mine to keep engaging with your subscribers on topics that interest them. 

How? Prepare a list of content related to recent browsing searches, product or categories pages, etc.! 

Topics: CRM strategy, Customer Experience, email marketing, Live Content, email performance