When writing emails, our main goal is:
Each individual email has an individual goal that we aim to accomplish.
Product Update | Newsletter | MIX | Security Highlights | Blog newsletters | Surveys | Promotions | Transactional | Affiliates | Social media | |
---|---|---|---|---|---|---|---|---|---|---|
Primary Goal | Inform on any product / feature update | To drive more website traffic | Inform, brand advocacy, loyalty, website traffic | Inform on the latest security advancements | Inform on the newest blog posts | Get feedback | Money | Provide pertinent account information | Inform about new products / company info | Educate, Inform |
Secondary Goal | Increase product / feature usage | Youtube channel subscriptions | Youtube channel subscriptions, increase product/feature usage | To be seen as a trustworthy brand | Traffic to website | Ensure a good customer engagement / experience | Increase product / feature usage | Ensure a good customer experience | Make partners update their content | To have audience interact with the content |
Format | video + product news | video + blog posts | video + blog posts + product news | audits, server upgrades, certifications, major bugs resolved | Image-based template (PR surveys, research-based content) | Plain-text | Plain-text, image-based | Plain-text | Plain-text | Captions |
Frequency | 3 x Quarter | Ad-hoc | 1 x Month | Ad-hoc | Ad-hoc | Ad-hoc | Ad-hoc | Weekly / 20-30 captions | ||
In-app messages | Yes | Yes | Yes | Yes | - | - | Yes | - | - | - |
Push notifications | - | - | - | - | - | - | Yes | Yes | - | - |
The job of the subject line is to make the reader want to open it. Make sure it does this job well while competing with all those other emails in the inbox. It should strike interest and be informative but not be misleading. Think about if you would click on the email if it were in your inbox.
Examples:
Are antivirus programs able to detect all viruses?
Does your phone really need antivirus protection?
Would you exchange your privacy for convenience?
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The pre-header needs to tell the person receiving this email that there is a reason they should open it. Whether it’s a deal, topics inside the email, or something more catchy/mysterious, make it short and easy to skim.
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