Tips and tricks campaign ideas can completely transform how your audience engages with your emails. You love your products. After all, you made or curated them. But even you may be a little bored of speaking about them all the time in your email marketing.
So how do you think your customers feel if every email they receive is about your product features or is a hard sell? If your unsubscribe rates are a bit high, the answer is plainly in front of you. If they're not, we'll clarify: too much of the same content can lead to disengagement, unsubscribes and even email avoidance.
So how do you break the cycle? Educational tips and tricks emails are one of our favourite ways. When you implement them well, you can still weave your products in without making the content feel sales-heavy:
There are countless ways to add these to your strategy, some more product-heavy than others. Here are three, from the most product-led to the most lifestyle-led:
Product tips & tricks
The easiest and most obvious. Perfect if your products can be used in many ways, or have hidden features that make people more inclined to buy. Showing that versatility reveals a product's true value, so what once felt pricey suddenly reads as great value.
As standard, honey goes in food and drinks. But yours might be brilliant for face masks, candles, bathing, even washing your hair. Tips like these turn one jar into five reasons to buy.
Industry-specific tips & tricks
These don't need to revolve around your products at all. Sell moisturisers? Instead of the same smells and effects on repeat, branch out: a nighttime skincare routine, or how to prevent dry skin in summer. Link back to your range loosely. Even without naming products, these build need and desire, positioning your product as a need rather than a want.
Lifestyle tips & tricks
Your demographic shares traits, so use that. A baby-clothes brand is mostly mums and expecting families, with very different habits to, say, a teen boy. Deep dive into what they want to know, like how to help your little one wind down before bed. It needn't link directly to your product, but should resemble what you sell.
Keep lifestyle content inside your niche. A makeup brand shouldn't talk about breastfeeding, but a children's furniture brand could cover enrichment activities for toddlers:
Children's furniture brand → toddler enrichment activities. Close enough to feel expert and relevant.
Makeup brand → breastfeeding advice. Too far from the product to build any buying intent.
Done well, lifestyle tips show you're an expert beyond what you sell. They solve real problems your demographic faces, position your brand as a leader, and make buyers more confident, which can sway their decision when the time comes.
Teach something useful, and your product stops feeling like a pitch and starts feeling like the answer.
Let's build a strategy that informs and sells.
At Email By Design, we know what sells. Need support piecing together a campaign strategy that's both informative and sales-driven? We're here to help.
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