Create Content Complimentary to Both Your Audience’s Interests and Your Business Needs
My client TriState Water Works has two important business seasons for irrigation maintenance: Spring Start-Up and Fall Winterization. Email marketing is an important part of helping our customers schedule these appointments, and we help capture their attention with content that customers will find interesting at that time of year.
For TriState Water Works, our business seasonality pairs naturally with the cycles of gardening. In the spring, we attract readers with articles like “Native Flower Power,” while reminding them to make their Spring Start-Up appointment.
In the fall, we might focus on something like “Ornamental Trees with a Serious WOW Factor,” along with the call to action of scheduling Winterization.
Your business cycles might not match up to the actual seasons of the year, but there are still times you want to encourage customer action. Think from the perspective of your customers, and craft messages they will want to receive at the time you want to send them. You’ll see your open rates, click-through rates and sales go up.