With the rapid closure of most in-person operations, businesses now rely almost solely on digital means to build connections and strengthen their customer relationships. This switch is especially challenging, though, for local and small businesses that thrived by building unique and valuable in-person experiences that distinguished the brand from its competitors.
In this #ContentChat, we discuss ways that businesses of all sizes can use email to create compelling, personalized email content that keeps audiences engaged even with a physical disconnect. Read the conversation below and comment with any other thoughts or examples of brands delivering a great customer experience through email.
Q1: Over the past 4 months, what is the one in-person consumer experience you miss the most?
There are a lot of experiences that our community misses from pre-pandemic life. Thinking about your customers and/or audience members, what are some things that they may miss about your business? How can you (re)connect with them through email?
A1 I really miss being able to sit at a bar or counter at a restaurant and eat a meal solo, and chat up the wait staff. There are some great local places near me that I can’t wait to get back to. Takeout from them (when available) is not the same. #contentchat
— Martin Lieberman (@martinlieberman) July 20, 2020
Trying pants on #Contentchat
— Jesse Ghiorzi (@jesseghiorzi) July 20, 2020
Hey, there! Natalya from @HelpSquad here.
A1: Because we’re an online customer service company our consumer interactions have always been virtual, so we’re not missing much. From a personal perspective, I miss the libraries. Bring back the libraries, please! #ContentChat
— HelpSquad (@helpsquadusa) July 20, 2020
A1 Probably dining out. We’ve done takeout but I miss my favorite local joints, seeing people who work there, regulars who go there. But I’m not ready to do it yet. #ContentChat
— Shane Shaps (@520eastbrands) July 20, 2020
Definitely my yoga classes @yogaworks given I’m not active on online classes (which are a plenty.) Miss my yoga community. It briefly opened earlier this month for two weeks but had to close again with the re-lockdown. #ContentChat
— Caroline (@CAZJAMES) July 20, 2020
A1: I miss browsing stores the most. Everything is now order online and pick up. No impulse buys anymore. #contentchat
— Jason Webb (@JasonLWebb) July 20, 2020
A1: The antique/second hand shops we have in town, they’ve either shut down temporarily or severely limited the stock they’re selling/advertising (if at all)#contentchat
— Charlie Appel Agency (@ColfaxInsurance) July 20, 2020
A1: the in-person consumer experience I would love to enjoy again is going to the movies. I miss the whole experience. Walking into the theater, buying the tickets, getting the goodies… the whole thing. #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
A1: These are really tough for me because I don’t like people helping me when I’m shopping. However, I love food, and I think that free samples and having real chat about food purchases is a real thing that grocery delivery services and websites don’t replicate well. #ContentChat
— Derek Pillie (@derekpillie) July 20, 2020
A1 vendors taking us to dinner #contentchat
— Crapulous Baguette (@sarcast0ny) July 20, 2020
A1: We’re a 100% remote company, so we do most of our comms/interactions virtually, anyway. But those of us who live in the same area certainly miss our in-person team meetings. On a personal note, I miss visiting our local breweries and small restaurants. #ContentChat
— WriterGirl (@WriterGirlAssoc) July 20, 2020
Q2: With everyone’s answers to question 1 in mind, what are some ways we as content marketers could use the email channel to help give people a virtual experience that gives them at least a somewhat similar experience? Let’s start w/missing dining at restaurants.
First, any company should decide what its business model will be moving forward and then communicate that with its customers. For restaurants, this includes changes to dine-in, pick-up, or delivery procedures.
A2 Through email… there’s always coupons. But I do think the product has to temporarily evolve to make it viable. I’ve seen so many go from restaurant to food truck and creating a fun experience – marketing those times & locations is fun & works. #contentchat
— Shane Shaps (@520eastbrands) July 20, 2020
A2: I’ve seen some of our local restaurants offering delivery when they hadn’t originally – this could be promoted/advertised in an email campaign#contentchat
— Charlie Appel Agency (@ColfaxInsurance) July 20, 2020
How else can restaurants nurture their audience through email? Spotlight team members and say how they’re doing…
A2 How about an update about how our favorite waiters and waitresses are doing right now? How about recipes we could make at home? But more the updates about the people we miss seeing and talking with. #contentchat
— Martin Lieberman (@martinlieberman) July 20, 2020
I like this idea! One of my favorite cafes in LA, Sqirl, actually closed down for 3 months to instead feed hospitality workers misplaced from their jobs due to COVID shutdowns. I thought this was a great move and made feel good stories. Here: https://t.co/bD1e5Hf3oe #ContentChat
— Caroline (@CAZJAMES) July 20, 2020
Share lighter stories about the restaurant or community…
A2: Email has a tendency of being quote formal and impersonal, often getting straight to the point. Perhaps more casual interactions, interesting restaurant stories, and more of a “community” newsletter vibes are in order rather than strictly professional tone. #ContentChat
— HelpSquad (@helpsquadusa) July 20, 2020
Provide recipes for your most popular dishes or drinks, with bonus points for offering all the ingredients in a kit that can be purchased, or for including a video on how to make the recipe…
Yes!! I’ll add I’d totally subscribe to an email that gave me a weekly cocktail recipe (and sold me a “kit” to make it) from my favorite restaurants with craft cocktail programs. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A2: Some of my local restaurants are sending out daily specials emails, with photos, to encourage delivery and pick-up orders. But what I really love is the ones that are selling meal kits via email, with a video from the chef showing you how to prep. #ContentChat https://t.co/lH4Me9IPE0
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A2: in my town, there are a few restaurants really nailing the whole COVID thing. They’re offering Friday Night Bag lunches and cocktail kits to go. We’re also seeing another one sell boozy slushies to go! #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Showcase the most popular take-out options…
I love that idea. And maybe an idea of what types of favorite take-out options they’re selling? #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Link to a playlist or soundboard that replicates the dine-in experience…
A2: Link to a white noise soundboard but with restaurant noises like:
– Kitchen sounds
– crosstalk
– familiar but unrecognizable music
– Someone sending something back— Jesse Ghiorzi (@jesseghiorzi) July 20, 2020
I love that idea! I’d also like to see restaurants share @Spotify playlists of their typical happy hour music. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
Or host a VIP dinner through video chat.
A PR tactic is to invite key stakeholders to a VIP dinner – for media opportunities. For instance, the CEO, PR, journalists. This is still happening but virtually. Zoom calls are organized where fancy food is delivered to each participant and they all eat it together #contentchat
— Caroline (@CAZJAMES) July 20, 2020
Remember that you likely have a wealth of data at your disposal when reaching out to customers. Consider ways you can personalize your emails using this data, such as suggesting dishes similar to those that your customer has purchased before, or asking if they’d like to reorder their last dish.
A2b I think that good email personalization starts with data. Restaurants with loyalty programs know what you order. Heads up smaller restaurants will have management that knows what you like to eat. Putting that data to use can create compelling email campaigns. #ContentChat
— Derek Pillie (@derekpillie) July 20, 2020
A2a. Emails our thang so…
We can look at building consumption sequences, much like a the waiter asking ‘how is your food?’ you could inspire people to consume what they buy or even download from you for free.#ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
A2b. We do this when someone buys, for example our Game Plan, we have a series of emails that points them to certain pages.
“How do you make sure people turn up to your webinar once they’ve booked? Use the script on page 31 of the book (the one you already bought)”#ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
And if you’re looking for an example of how to approach an email newsletter, Derek recommends the Bellagio email newsletter.
A2a Sign up for the @Bellagio‘s email newsletter. They do a great job of tapping into your Las Vegas memories to make you want to come back again and again. #ContentChat
— Derek Pillie (@derekpillie) July 20, 2020
Q3: Not surprisingly, #ContentChat folks are missing visiting their local libraries. How can we use the email channel to help give people a virtual library experience?
Building on the ideas for restaurants, libraries have unique opportunities to engage their audiences through email. Some things to try? Host online book readings, potentially with authors, celebrities, or local personalities…
A3 I love the videos of people reading to children. Seems easily adaptable to email. #ContentChat
— Shane Shaps (@520eastbrands) July 20, 2020
My bookworm boyfriend saw that actor Andy Serkis who played Gollum in Lord of the Rings was part of an online charity event where he read Tolkien’s The Hobbit in one 11hour sitting! More about that here: https://t.co/9V59OC53aa Could do something like this. #ContentChat
— Caroline (@CAZJAMES) July 20, 2020
Highlight other types of content available from the library other than books, such as music and audiobooks…
A3: I think the thing that people forget is that libraries have so much more than just books. Email is a really good time to help educate them about audio books, music, and all of the other types of content they can consume for free! #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Spotlight educational content, such as how-tos and tutorials on topics that librarians generally help people with…
A3 But also – educate those adults. Many might be used to going to the library and not as used to how google works (I’m not joking). Some quick videos on how to navigate to find what you need might work. #ContentChat
— Shane Shaps (@520eastbrands) July 20, 2020
Recommend books based on what’s new, seasonal relevance, staff picks, or by using customer data (when applicable)…
A3: When you walk into most libraries, you’ll find displays highlighting special holiday observances or calling out what’s new and popular in a specific genre. Libraries can use email to give patrons that same sort of virtual experience, pointing to audio and ebooks. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A3: One thing I miss about the library is the browsing experience of discovering new books. An email with “staff picks” could help. Incidentally, I’m working on an article on “non-business books every entrepreneur should read” right now. Recommendations, anyone? #contentchat
— HelpSquad (@helpsquadusa) July 20, 2020
A3 Well libraries can be tricky because I’m not sure what their policy is on retaining data on user checkouts. If they can use data on checked out materials they could use suggestion engines to direct users to content that is available that they might enjoy. #ContentChat
— Derek Pillie (@derekpillie) July 20, 2020
Or offer previously in-person programs through online means.
A3b: Similarly, most libraries have weekly and monthly programs that have been put on hold while the building is closed. But many of those community-organized meetings could be organized via email, and then be held online through free virtual meeting software. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
Q4: While we can’t replicate the plush velvety movie theater seats in an email or the popcorn smells, how can we use email content for a virtual movie-going group experience?
Movie theaters can connect with audiences through email a few different ways, such as hosting/promoting online watch parties. Include a hashtag or chat room for guests to interact, and highlight some of the engagement in a future email…
A4 Organize a Neflix watch party? #ContentChat
— Shane Shaps (@520eastbrands) July 20, 2020
A4: I’d love to see movie theaters hosting in-home screenings with a live chat room or hashtag to replicate that audience experience. Bonus points for sharing tips and recipes for making great theater food for home viewings, #ContentChat https://t.co/2Om9Q528rV
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A4 Every week, “assign” people to watch a particular movie. Or schedule a group watch. Include a hashtag. Then, in the following week’s email, share some of the tweets posted during the watch. It will encourage engagement and discussion. #contentchat
— Martin Lieberman (@martinlieberman) July 20, 2020
A4. You could set up a watch party on FB and then schedule emails to go out at certain moments to highlight them.
That would be the equivalent of you whispering to your friend in the cinema when something happens.
Especially useful if it’s an educational video.#ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
Offer advice on how to replicate a theater-going experience at home…
A4: Share tips on how to recreate that idea
– Buy blackout shades or use towels
– Put everyone’s phones in the other room
– How to mimic that gross but delicious movie theater butterbasically the opposite of thishttps://t.co/RFnpKcR5H7#ContentChat
— Jesse Ghiorzi (@jesseghiorzi) July 20, 2020
Share recipes, especially for the best at-home popcorn…
A4: Movie theaters might be able to put together tips for best at-home popcorn approaches. And perhaps give tips on how to recreate the theater experience at home. #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Or offer movie kits for purchase, complete with snacks, popcorn, and merchandise.
A4b: You could still sell movie kits (food/popcorn) for your movie nights! You could create a whole “Night at the Movies” experience to take home with you. #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Q5: Many self-care businesses like salons, yoga studios, spas, etc. are closed. How can they use email to keep their customer relationships alive and provide their patrons with much-needed self-care support?
Self-care businesses have an opportunity to provide educational content through email to keep customers engaged even if they can’t come in the store. Offer curbside pickup or delivery, and share emails that describe how to use the product(s). Videos can also be made with step-by-step instructions and expert advice.
A5 I have to say, the salon I frequent (IE I should have my mail forwarded) did a great job. They had hair color kits, mani/pedi kits ready for curbside pickup with instructions & insta stories of their team from home. #ContentChat
— Shane Shaps (@520eastbrands) July 20, 2020
A5: I’m a big fan of long-form emails. I think they should experiment with treating their emails like a blog. Be instructional and helpful. You can use any email marketing platform to do this, but I must admit that @SubstackInc is a cool hybrid tool to consider. #ContentChat
— Chris Craft (@CraftWrites) July 20, 2020
A5. It’s about value.
And value comes in many forms:
– Inspiration
– Lessons
– EntertainmentBut you’ve got to show up often.
The easiest way to do all of these is to tell stories.
This keeps you top of mind and stories naturally connect you deeper emotionally.#ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
If possible, offer ways for your customers to connect with your self-care experts, such as through a video chat.
A5: At home self-care tips, reminders to take on mindfulness, and ways to connect with your favorite care crews (we all know we need our hair-dressers to talk us out of cutting our own bangs during quarantine) Even something simple like this infograph. #contentchat pic.twitter.com/Bga1hO3mfR
— HelpSquad (@helpsquadusa) July 20, 2020
Explore ways to sell products today while encouraging in-person business when it is available again. This can be done by offering gift certificates or vouchers that can be redeemed at a later date.
A5: A few of our local spas were partnering with cosmetic reps to create “now and later” packages for things like brows and skin care routines. So, the rep would offer care products now and the spa would offer gift certificates for later. #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
And, as is relevant for any business, keep your customers up to date on your business plans and the ways they can connect with you.
I read emails from my salon and favorite restaurants that have updates about how they’re doing and plans. #ContentChat https://t.co/8Mf82wVLVq
— DiKayo Data (@dikayodata) July 20, 2020
Q6: I have spent many hours and many days wandering through thrift, vintage, and antique stores. I love to browse both for things to add to my servingware collection and for gifts. How can we use email to enable this sort of browsing?
Tell stories about the products online…
A6 Stories, stories, stories. Tell the stories of where items came from – or write fiction and tell stories of where they COULD have come from. #Contentchat
— Shane Shaps (@520eastbrands) July 20, 2020
A6: Why do we love thrift shops? One of the reasons is the stories behind items we tell ourselves. Storytelling is an effective strategy in any field. Tell your readers a story about something! #contentchat
— HelpSquad (@helpsquadusa) July 20, 2020
Curate collections of goods, along with details of why they fit together and any special care instructions…
A6: Perhaps a thrift and vintage store could use their email channel as a way to curate collections of goodies. Punctuate that with a bit of information about caring for obscure objects? #contentchat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Survey your customers to better provide them with information on their areas of interest, and encourage your customers to guess the price of obscure items in stock…
A6: I’d like to see vintage shops surveying us to create tailored emails about some of their customers’ most popular collectible categories. And what about holding a virtual “The Price is Right?” for some obscure object in the shop? #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
Fabulous! Antiques Roadshow is a popular TV show (especially in Britain). The idea is an expert assesses some antique a person brings in, or has from the deep dark depths of their family, and puts a price on it. People go crazy for this. Could replicate similar idea. #ContentChat
— Caroline (@CAZJAMES) July 20, 2020
A6. I’d say segmentation is the key here.
If you go through a physical shop you can decide which sections to spend longer browsing.
This will have to be done using segmentation in email to share ideas that are of most interest.#ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
Or offer virtual shopping/walkthroughs through video chat.
A6: I’ve seen some of my favorite shops pushing virtual shopping/walkthroughs via email – you can sign up/register and they host it through Zoom. They’ll walk through the store with you and stop and try on anything you’re interested in. #contentchat
— WriterGirl (@WriterGirlAssoc) July 20, 2020
.@airbnb does a good job at this. They do a compilation email pointing to certain getaway stays and luxury abodes to whet the appetite all from the comfort of your home screen. VR software is of course the best option to browse through like you’re doing it for real. #ContentChat
— Caroline (@CAZJAMES) July 20, 2020
Q7: OK, with all these great ideas collected, what are some next steps or tools for small businesses to take now, to move from fabulous idea to engaged customers?
Taking the ideas above into consideration, how can businesses engage with customers through email? Start by building or refining your email list, informing everyone of your current business model, and asking what they’d like to see/how you can provide value.
A7a: Dust off that email list! Reach out to say hi and ask folks to let you know what they’d like to see from you, and assign them to different content streams based on their response (or lack thereof). #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A7 At the risk of sounding simplistic or cliché, you have to just do it. Customers miss these businesses as much as the businesses miss customers. Get your list in order and start communicating, if you aren’t already. You’ll be back, and so will people who love you. #contentchat
— Martin Lieberman (@martinlieberman) July 20, 2020
As mentioned in the earlier Qs, it’s vital to explore new ways of delivering your product. Once decisions are made, communicate these with enthusiasm and excitement.
A7c: Look to alternate ways of delivering your same root product to your customers without your physical building. It’s time to get creative! And there are so many delivery tools and affiliate programs that can help you do so while keeping your business afloat. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
A7b: Stop seeing this as an obstacle and start looking at it as a juicy opportunity to get creative with your business approach. If you get excited, your customers will feel that and get excited too. You can bring a little sunshine and boost your bottom line. #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
Prioritize activities that will benefit your audience and keep them engaged with your brand. Some ideas may be too resource intense for too little of a payoff to be worth your time.
A7. Figure out how it fits into your current focus, and whether ti does.
Then prioritise it.
Most of us don’t need a new ‘shiny’ thing, we just need to do a better job at spreading the word about all of our existing things that were once shiny when we created them. #ContentChat
— Rob & Kennedy 🦸 The Email Marketing Heroes (@RobandKennedy) July 20, 2020
Leverage the tools at your disposal, including any automation functions in your email campaign management software. If you’re unfamiliar with small business marketing automation, check out this #ContentChat recap on the topic.
A7: I think what is deeply underused are the small business marketing automation functions you get in tools like Mailchimp. You can customize the interactions you’re having with your customers based on their behaviors without the Marketo price tag! #ContentChat
— Maureen Jann (@NeoLuxeMo) July 20, 2020
And remember that you’re not alone. Ask your team members and brand advocates to help brainstorm ideas or create content that they can share.
A7b: Next, reach out to both your staff and some of your most fervent raving fan customers and ask for their help in creating and curating content or sharing their stories. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) July 20, 2020
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