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Customer Insights - Journeys forum

Best Practices for Customer Journey / newsletter mailings?

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Posted on by IrisHiSol 25

Hello together,

do you have best practices for sending variable mails to the contacts depending on i.e. interests? 

My case:

contact chooses in subscription-center his favorite topics for regularly newsletters: i.e. decoration, lightning, gardening...

  • I created new fields in the subscription center, so they are connected directly to the contact
  • I created 3 segments, each based on one topic above

Questions:

  • do I create 3 different customer journeys for each topic? or
  • do I create 1 customer journey including all topics in separate segments?

pastedimage1563369657657v1.png

Actually, it's more or less the same with different periods like monthly, quarterly or daily newsletters, I think...

Thank you very much!!!

Best wishes,

Iris

Categories:
Segmentation
Customer Journey Design
  • Community Member Profile Picture
    Community Member Microsoft Employee on at
    RE: Best Practices for Customer Journey / newsletter mailings?

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  • Starfich44 Profile Picture
    Starfich44 10 on at
    RE: Best Practices for Customer Journey / newsletter mailings?

    1. In this scenerio, would you change the email template to be the new content so the next time it starts, it is the new content?

    2. As well, is the recurring on a contact level? So if it reoccurs in 30 days, is it 30 days from when it went live or 30 days since the customer was added into the journey?

    3. Does the end date have to reflect the end after all the recurrences or just the first?

  • Suggested answer
    Community member Profile Picture
    Community member 270 on at
    RE: Best Practices for Customer Journey / newsletter mailings?

    In order to create a newsletter that will engage your users, it’s important to make sure you include these aspects when crafting your newsletter:

    • Have a specific topic/theme in mind for each newsletter so ideas don’t get jumbled
    • Devise creative and informative subject lines
    • Ensure content is educational, informative, and concise
    • Incorporate a section guiding users to your site where they can learn more
    • Include your business and contact information.

    Best Practices You Should Be Implementing

    Whether you’re creating an entirely new email newsletter or revitalizing your current publication, here are 13 newsletter best practices to get you started:

    • Set expectations from the start.When prospects and customers first sign up for your newsletter, be sure they know what to expect. In addition to letting subscribers know the type of content and offers they’ll be getting, tell them how often they’ll be hearing from you.

    • Balance the content.The best email newsletters are filled with about 90% of educational content that is relevant to your target audience. For example, include articles on general topics that your target customer would likely be interested in, as well as useful information about how to get the most out of your products. So, that leaves you with about 10% of space to devote solely to promoting your business.

    • Create enticing email subject lines that stand out in the inbox.Although your subscribers have signed up to receive your email newsletter, using the subject line to simply announce the publication title and date may not be enough to drive open rates. Instead, give them a glimpse of the contents and what they’ll be getting by reading that issue. 

    • Make your preheader count.How many times have you gotten an email newsletter with snippet text that includes verbiage such as, “If you are unable to read this email, click here to view.”? By customizing this prime piece of email real estate with information that grabs attention and informs, you’ll encourage more opens.

    • Keep the copy and email newsletter’s design short and simple.In other words, avoid having long and wordy full-length articles in your email newsletter that may overwhelm readers. Instead, produce concise, catchy, and tantalizing introductions in a one-page newsletter that send subscribers to your website or blog. Plus, an email design best practice to live by is ensuring that there is enough white space within the overall newsletter design to help make the newsletter appear uncluttered and easy to read.In addition, consider developing customized graphics for your business to include in your newsletters. From charts to GIFs and photos—you have endless options when it comes to creating unique content. And adding videos to your email newsletters can also have a positive impact on your engagement metrics..

    • Think mobile.Use responsive email design for your email templates, which involves coding and optimizing the content for viewing across multiple screens and devices. What happens when your subscribers open an email newsletter that’s not optimized for mobile? One study showed that as many as 42% of subscribers delete emails that don’t display correctly on their mobile phones. Other mobile-friendly design best practices include single-column design, large typeface for all the text in the email message, and call-to-action buttons that are big enough to tap with a finger. .

    • Use alternative text for the images in your email newsletter.Likely, a large portion of your subscribers have images disabled on their computers and mobile devices. So, when your email newsletters are opened, subscribers will see a preview pane with only blank spaces in place of the images. That’s why it’s so important to use alternative text to let them know what they’re missing, unless they download images. In addition to crafting interesting and informative plain text, try using various colors and fonts, too. And if your calls to action are images, it’s especially important to make sure subscribers can click them, even if images aren’t enabled.

    • Include offers and discount coupons that are exclusive for newsletter subscribers.This is key to keeping subscribers opening and clicking your newsletters. And as we discussed engagement plays a big role in email delivery. So, keeping your email subscribers interested and engaged with your high-quality content will likely help improve your email deliverability. You can visit this page Office Enterprise E5 and Office 365 migration to take the idea of how actually you landing pages should look when people click on your newsletters and visit your pages.

    • Deliver personalized content. Go beyond using a subscriber’s name in the subject line and newsletter content by sending newsletters that are tailored to different segments of your email list. For example, segmentation can be based on behavior, demographics and purchase history. Also consider using your email newsletters in conjunction with a loyalty rewards program and provide a link that takes subscribers to their personal awards account.

    • Include links to your social media sites to make it easy for subscribers to share your content and grow your subscriber list. You can do this by prominently displaying social sharing buttons to such social media sites as Facebook, Twitter, LinkedIn, Google+, and Pinterest. This is a great way to get the word out about your company and brand, as well as increase the subscribers on your email list. And be sure to promote your email newsletter on your social media sites, as well as on your website, blog posts, and even in your email signature to grow your subscriber numbers.

    • Send your email newsletters consistently. For example, if you have a weekly email newsletter, send it to your subscribers on the same day and the same time each week. In this way, your target audience can watch for and anticipate your company’s newsletter, along with its weekly articles and promotions.

    • Make sure that your email newsletter is CAN-SPAM compliant.For example, provide your subscribers with a prominent and easy, one-click option to unsubscribe. Plus, always include a mailing address in your footer, which also provides the means for subscribers to communicate with your company. Not only do these practices make your email newsletter reputable, but also help optimize your email deliverability. For more information on this topic, check out our articles on the CAN-SPAM Act and Canada’s Anti-Spam Legislation (CASL).

    • Track, test, and optimize your email newsletters.What works best for your target audience? When it comes to subject lines, for example, does short and funny drive more opens than long and informative? And what frequency and cadence (the timing and pattern of emails sent) result in optimum performance, without increasing the unsubscribe rate or spam complaints? Monitoring your newsletter email metrics and testing and optimizing various elements – such as subject lines, newsletter headers, calls to action, newsletter designs, newsletter layouts, and when and how often you send emails—is the best way to maximize the return on investment from your email newsletters.

    Regards,

    Akshay

  • Suggested answer
    cloflyMao Profile Picture
    cloflyMao 25,198 on at
    RE: Best Practices for Customer Journey / newsletter mailings?

    Hi Iris,

    Below is my subscription center.

    001.png

    As per my understanding:

    > You would create only 1 customer journey with separate segments based on different marketing list,

    just like what you did in your screenshot.

    > However, if you want to send email periodically, as daily, monthly or quarterly,

    you should create different customer journeys to send emails, as official doc said: 

    usually, a journey takes each contact through its pipeline exactly once.

    In this case, set these to customer journeys with different recurrence.

    > For example, an monthly email sending customer journey:

    002.png

    > In addition, be aware of that when a customer journey targets a subscription list, 

    then any contact that unsubscribes from that list using a subscription center will automatically be removed from that journey within about 24 hours, 

    even if they are already partway through it.

    Regards,

    Clofly

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