Achieve brand authenticity at scale
Klaviyo allows you to send all kinds of communications to your customers and prospects. You can engage them with sign-up forms, emails, texts, and push notifications. Every single touchpoint is an opportunity to build trust with customers, so it's extremely important that every message feels cohesive and consistent. But what's the key to creating a successful and scalable content strategy?
Set the foundation for your monthly campaigns
Let’s return to the idea of using small building blocks to construct a robust marketing strategy as you become an email architect.
Architects often use pillars as vertical structures to provide essential support to a larger system. In your case, the first step of building your campaign strategy is to decide what kinds of messages you want to send. You can think of these message categories as pillars. Each pillar should be a type of message that you plan to send reliably each month, and these will be the foundation for your monthly sending cadence.
Note: Throughout this lesson, we will focus on email campaign layouts. Flow (i.e., automation) strategy is separate from your campaign strategy, and will be covered in a separate course.
Offer a variety of content to your subscribers
Each content pillar exists to communicate or reinforce a certain message. While these 3 pillars are a great place to start, you may choose to include more pillars that are customized to the specifics of your business and industry. Let’s explore each of these template types in more detail.
Newsletter
A newsletter or a regular business update provides the latest information and updates about your brand. This is a great vehicle for sharing blog posts, new programs, your brand story, and pulling back the curtain on what customers typically see.
Some brands may choose to send a monthly newsletter, while others may have enough happening that they can send a bi-weekly update. If your brand has a heavy blog presence, you may choose to isolate new blog posts as an entirely separate message pillar that stands alone.
Key components
As you design a reusable template for a recurring newsletter, consider the kind of content you want to include in each update. Include space for:
- A cover story or main call-to-action
- Supplemental plugs or smaller product features
- A small reminder of something else happening or a secondary call to action
Promotions or sales
The possibilities here are endless. Many brands will run contests that involve tagging them on social media for a chance to win a prize. Some brands run a weekly sale or put out a weekly ad with time-sensitive discounts, while other brands may only run a few sales per year.
Regardless of your stance on discounting, you need some form of regularly-occurring promotions or incentives to keep customers engaged. While the incentive itself should rotate and stay fresh, you can use the same basic template and layout for each of these messages.
Key components
This template focuses on a main call-to-action. Keep it short, and avoid overloading the template with too many ideas (additional products, links, clickable buttons, etc). A good promotional template should include:
- A clear headline showing the urgency and time sensitivity of the deal
- A clear call-to-action
- A button that takes readers to the promotional landing page
New or featured offerings
Every brand creates their own approach to launching new offerings. Some build hype with pre-order campaigns or teaser emails. Other brands just go right to the market when the product becomes available.
If you run out of stock quickly, then deploying a pre-order strategy might make sense for your brand, and you may want to create a pre-order campaign pillar with its own template type. That said, when it comes time to launch, you need an attention-grabbing format that gets customers excited. Your layout may also vary based on whether you’re pushing an entire collection of products, or a single product.
Key components
This template should highlight why customers should be excited about your new product or service. A great new product template includes:
- Space for several high-quality images showcasing features
- Clear and easy-to-understand headline introducing the new offering
- Several calls to action to shop that product or learn more about it's features