In the last post of our series, we’ll explore the vast array of message types and the formats they take on. View my previous posts to learn more about Contact Strategy Development and Message Personalities.
MESSAGE TYPES
A successful contact strategy will be a thoughtful combination of the message types needed to meet unique business goals and subscriber needs. Which make sense for your brand?
Some of these types can cross over to roll up into one physical message. Others change each time they are sent (like a newsletter or promotion), while others are transactional or triggered in nature and would be set up once and then set to run, pulling in data to customize and send when needed.
Example: A high-class retailer may have a very advanced contact strategy using almost all message types, focusing on production promotions and post-purchase messaging. A very social brand might find value in newsletters and rewards programs, keeping things very conversational and sharing-focused, delivering content that constantly promotes brand loyalty and interaction.
Success is defined by meeting the business goals you’ve set and also by delivering relevant content to subscribers.
MESSAGE FORMATS
While basic message formats should be customized to fit your brand’s needs, the following wireframes are great structural starting points. Focus on using brand elements and user experience to bring messages to life.
Postcard Format
A postcard format is appropriate for messages that have a singular focus. These should have one main communication goal, such as a new product launch or a service being offered. It’s appropriate to include additional information as long as it is supplemental and not dominant. In a general sense, this basic format can be most appropriate for welcome, opt-in, promotional, retail, coupon, social, announcement, event, thank you, birthday, holiday, contest messaging and more. View a full list and more examples in the slides from my Connections presentation, The Contact Strategy Visualized. Remember, this is just a format and can provide the framework for a variety of actual messages and their corresponding purposes and personalities.
Postcard Design Considerations
Newsletter Format
A newsletter format is needed when a message takes on multiple focuses or points of interest. In this format, there is often a feature section and a few additional sections of supporting or additional content. Each item should offer an action to be taken or solicit a response to get more information. This format is appropriate for newsletters, news/editorial feeds, retail promotions, rewards programs and more. Like before, this approach refers to the format’s layout and provides the framework for a variety of content and brand messaging.
Newsletter Design Considerations
Transactional Format
A transactional format comes into play when a message needs to be sent to follow up on an action that was taken by a subscriber. These messages should keep cross-sell information to a minimum, respecting the value proposition. This format will most commonly be used for subscription confirmation, alert/account notice, abandoned cart, purchase confirmation, receipt, confirmation and thank you or follow up messages.
Transactional Design Considerations
Conclusion
Contact strategy development, message personalities, types and formats all play an integral role in delivering specific value and relevancy to our various audiences. When this is done well, we see meaningful results that can shape how we create future marketing efforts. Revisit the development checklist periodically, tweaking your strategy as needed to ensure focus remains on business and subscriber needs. It’s key to keep asking, “what’s in it for us?” as marketers, and “what’s in it for our subscribers?” Remember to set clear goals and push past traditional thinking, as the most successful programs are often created from a solid plan, sound testing and innovative execution.
For additional interactive marketing tips and advice, read our past blogs or follow @ETDesign on Twitter.
Andrea Smith
Senior Design Consultant
ExactTarget Campaign Solutions Team
MESSAGE TYPES
A successful contact strategy will be a thoughtful combination of the message types needed to meet unique business goals and subscriber needs. Which make sense for your brand?
| Newsletters News / Editorial Feed Welcome / Opt-In Profile Updates / Preferences Promotions / Cross-Sell Retail Promotions Rewards Coupons | Reengagement / Retention Subscription Confirmations Alerts / Account Notices Lapsed Purchase / Abandoned Cart Purchase Confirmations Receipts Social Announcements Events (Webinars, Conferences) Confirmations | Invitations Thank You / Follow-Up Apologies Corrections Birthday Anniversary Contests Holidays Brand-specific, misc. |
Some of these types can cross over to roll up into one physical message. Others change each time they are sent (like a newsletter or promotion), while others are transactional or triggered in nature and would be set up once and then set to run, pulling in data to customize and send when needed.
Example: A high-class retailer may have a very advanced contact strategy using almost all message types, focusing on production promotions and post-purchase messaging. A very social brand might find value in newsletters and rewards programs, keeping things very conversational and sharing-focused, delivering content that constantly promotes brand loyalty and interaction.
Success is defined by meeting the business goals you’ve set and also by delivering relevant content to subscribers.
MESSAGE FORMATS
While basic message formats should be customized to fit your brand’s needs, the following wireframes are great structural starting points. Focus on using brand elements and user experience to bring messages to life.
Postcard Format
A postcard format is appropriate for messages that have a singular focus. These should have one main communication goal, such as a new product launch or a service being offered. It’s appropriate to include additional information as long as it is supplemental and not dominant. In a general sense, this basic format can be most appropriate for welcome, opt-in, promotional, retail, coupon, social, announcement, event, thank you, birthday, holiday, contest messaging and more. View a full list and more examples in the slides from my Connections presentation, The Contact Strategy Visualized. Remember, this is just a format and can provide the framework for a variety of actual messages and their corresponding purposes and personalities.
Postcard Design Considerations
- Your message should have a singular focus
- Make that message the hero in your design
- Introduce your main call-to-action within the preview pane and other important content above the fold
- Consider the placement of secondary messaging that supports your main focus
Newsletter Format
A newsletter format is needed when a message takes on multiple focuses or points of interest. In this format, there is often a feature section and a few additional sections of supporting or additional content. Each item should offer an action to be taken or solicit a response to get more information. This format is appropriate for newsletters, news/editorial feeds, retail promotions, rewards programs and more. Like before, this approach refers to the format’s layout and provides the framework for a variety of content and brand messaging.
Newsletter Design Considerations
- Format appropriate for multi-focus messages
- Introduce your main call-to-action within the preview pane and other important content above the fold
- Develop a clear visual hierarchy that allows the reader to easily skim the content
- Keep content concise by teasing information and providing links to read the full content
- Use design techniques to engage the subscriber, incorporating imagery and brand elements
- Consider strategic bookmark links for longer newsletters
Transactional Format
A transactional format comes into play when a message needs to be sent to follow up on an action that was taken by a subscriber. These messages should keep cross-sell information to a minimum, respecting the value proposition. This format will most commonly be used for subscription confirmation, alert/account notice, abandoned cart, purchase confirmation, receipt, confirmation and thank you or follow up messages.
Transactional Design Considerations
- Result of a subscriber action
- Send a branded HTML email instead of plain text
- Avoid too much cross-sell information
- Keep it simple and use more text than images
- Use font color and size to create a visual hierarchy
Conclusion
Contact strategy development, message personalities, types and formats all play an integral role in delivering specific value and relevancy to our various audiences. When this is done well, we see meaningful results that can shape how we create future marketing efforts. Revisit the development checklist periodically, tweaking your strategy as needed to ensure focus remains on business and subscriber needs. It’s key to keep asking, “what’s in it for us?” as marketers, and “what’s in it for our subscribers?” Remember to set clear goals and push past traditional thinking, as the most successful programs are often created from a solid plan, sound testing and innovative execution.
For additional interactive marketing tips and advice, read our past blogs or follow @ETDesign on Twitter.
Andrea Smith
Senior Design Consultant
ExactTarget Campaign Solutions Team
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