In previous posts for this series we delved into the reasons lifecycle messaging is so effective and learned how to manufacture meaningful touch points based on customer or merchandise lifecycles.  In the final two installments of this series we will widen our scope and look at your business as a whole, focusing on brand Moments of Engagement (MOEs). 

Brand MOEs are pivotal pieces of your e-mail marketing program, that elusive “something different” that stand out from the promotional e-mail or enhance the e-mail by offering a refreshing break from the standard promotional e-mail.  Unfortunately, brand MOEs are often removed from the marketing calendar for their lack of pure revenue-driving abilities and replaced with less sophisticated “batch-and-blast” messages.  While the payoff may not be immediate, brand MOEs encourage increased long-term brand affinity, which can drive sales long after the e-mail is sent.  In this post I’ll discuss two popular brand MOEs and explain how you can fit them into your e-mail marketing program.  And in the final post of this series, I’ll provide two more examples of brand MOEs and explain how you can try and uncover those brand MOEs appropriate for your business. 

Editorial Content

E-mail newsletters reach far and wide across industries and verticals, but the one detail that connects them all is editorial content and brand news.  Editorial content differs from promotional copy in that it tends to educate around a larger topic, not solely a product.  While the end goal may be product-related, the content is truly a soft sell. 

Other types of editorial content include information on trends or ways to use a product.  For retailers, this can be fashion trends, for travel it can be trends in resort amenities, for financial services companies it can be trends in consumer spending.  Showing interesting or time-saving ways to use a product is an excellent way to illustrate how your brand fills a need in the consumers’ life.  There really are no limits to these types of e-mails, since editorial content is related to the lifestyle your brand represents.  

Another benefit to editorial content is that it can be a great source for viral or social media campaigns.  Tips and tricks, trends, or opinions can be conversation starters, so be sure to make this content sharable.  Be creative! Think about including videos, games, or widgets in your e-mail newsletters. 

Celebration Time

We live in a culture of abundant celebrations, so why not add your brand to the mix and provide an excuse for a mid-customer lifecycle touch point.  A brand-day is just that; a self- developed day that you as the marketer can turn into a cool and noteworthy promotion.  For example, each year Kiehl’s commemorates the day the company was founded with “Kiehl’s Day.” They send e-mails describing the history of the company and promoting special offers available in store and online throughout the week.     

 

As you can see, incorporating brand moments of engagement into your e-mail marketing program is a great way to create brand affinity and set your messaging apart from the standard promotional messages.  These touch points are what connect your audience to your brand, they form that hopefully long-lasting customer relationship.    

In the last installment of this series, I'll discuss manufacturing brand moments around the holidays and in relation to current events, and I will also point out ways you can uncover brand moments of engagement appropriate for your brand based on company culture and personality.

Rick Kenney, account director