The Right Content for the Right Person
Posted: Wed Feb 19, 2025 4:03 am
Not every inactive customer is the same. The inactive portion of your mailing list contains two sets of people:
Those who aren’t currently engaging but still want to be on the list
Those who don’t want anything to do with your brand
Inactives who want to be on your list need a different set of content because, although they might be interested in your brand, they’re not interested in buying today, so they’ll ignore any “today’s latest offers” subject lines. Consider what kind of content you could send that would be valuable and relevant to customers who are not in the buying stage of the lifecycle.
Here are just a few examples of valuable emails that are not sales focused:
Product Care Instructions: For belize mobile database customers who previously purchased a product that requires special care, send a message with best practice for how to maintain and maximize the life of that item.
Product Feedback: How was their most recent purchase? Let them know you’d love to hear from them and that their feedback is valuable. Customers love feeling like they’re part of the process.
Upcoming Store Events: Not only does this keep the customer up-to-date on happenings in their area, but it’s a great way to entice a customer to visit your store.
Content Curation: One way to deliver value is by simply curating a collection of great content that your customer can consume. Pull together various relevant pieces of content like blogs and articles (from your site or elsewhere) that your customer would be interested in reading. For example, if you sell health and beauty products, send articles with styling tips or makeup tutorials.
Those who aren’t currently engaging but still want to be on the list
Those who don’t want anything to do with your brand
Inactives who want to be on your list need a different set of content because, although they might be interested in your brand, they’re not interested in buying today, so they’ll ignore any “today’s latest offers” subject lines. Consider what kind of content you could send that would be valuable and relevant to customers who are not in the buying stage of the lifecycle.
Here are just a few examples of valuable emails that are not sales focused:
Product Care Instructions: For belize mobile database customers who previously purchased a product that requires special care, send a message with best practice for how to maintain and maximize the life of that item.
Product Feedback: How was their most recent purchase? Let them know you’d love to hear from them and that their feedback is valuable. Customers love feeling like they’re part of the process.
Upcoming Store Events: Not only does this keep the customer up-to-date on happenings in their area, but it’s a great way to entice a customer to visit your store.
Content Curation: One way to deliver value is by simply curating a collection of great content that your customer can consume. Pull together various relevant pieces of content like blogs and articles (from your site or elsewhere) that your customer would be interested in reading. For example, if you sell health and beauty products, send articles with styling tips or makeup tutorials.