Article

Kate Watkins
Kate Watkins 21 October 2016

Engaging Email Ideas For Multi-Unit Brands

Engaging customers beyond your core services might be just the ticket to keep your brand on track, as these three transport-related emails demonstrate.

You’re a multi-unit brand, offering brilliant services at reasonable prices and you want people to know about it. Is it enough to simply tell them how great your products and services are?

Not so much.

With the ever-growing volume of emails hitting our inboxes, it’s more important than ever to be more perceptive and sympathetic towards your readers. What are they thinking about at that point in time, and how can you link your offering to whatever is going on in their lives?

Transport companies are doing this well. Take Virgin’s selfie summer email. Sent on 4 August – peak summer holiday – it captures the vogue for selfies on vacation. Opening with a clear call-to-action, “selfie the sights,” it follows by acknowledging the different types of weekend trip selfie lovers might enjoy.

Virgin train - banner Virgin trains - body of email

Without screaming “book a train with us,” Virgin offers its holidaymakers reasons why they might want to travel to Glasgow, London or Manchester (on one of their trains), framed in a bright, fun template.

Likewise, Trainline’s beach-themed email sent on 25 August was well timed to coincide with a late-summer heatwave. The email is clearly laid out, with enticing imagery of seaside resorts, return prices, and a clear call-to-action “book now.” Trainline even gives the predicted temperatures for each seaside resort. In other words, exactly the type of information a day-tripper would be looking for.

Trainline

Along the same lines, Chiltern Railways’ email sent mid-July, homes in on the growing trend for staycations, taking advantage of the fact that many people are choosing not to go abroad for their holidays.

Chiltern - main

Customers want the best deal possible and Chiltern knows this full well. So it also presents three pieces of advice for booking the cheapest advance fares, signposted by icons and bold fonts.

Chiltern - body

Empathy is key

Each rail company has clearly thought about what readers might be searching for and thinking about during the summer months. And, in doing so, based their communications around their consumers. As long as the customer is front of mind when planning email content, engagement will naturally follow.

It’s less telling your readers how great your services are and more about showing that you’re aware of what’s going on in their world. Your subscribers will thank you, not only by opening your emails, but also by sharing them. Building trust is key to encouraging customer loyalty and that happens through empathetic email marketing.

Need more email expertise? Get in touch with our skilled team of experts and watch your open rates flourish.

Original Article by Laura Caun at Connecting Elements

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
Is Email Dead, Or Are We Just Bored With It?

Is Email Dead, Or Are We Just Bored With It?

In today's digital era dominated by social media, instant messaging, and collaboration tools, one question looms large: Does email still have a role to play? Some argue that it's on life support, while others...

Julia Herd
Julia Herd 22 November 2023
Read more