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Five Good Examples of Engaging Email Content – Lyris Blog


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Andrew King highlights 5 great examples of developing engaging & value-add email content from brands such as Ben Sherman, Mr Porter, Aqua, Kitbag and John Lewis.
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Five Good Examples of Engaging Email Content – Lyris Blog

  1. 1. 1 Lyris Connections Blog Excerpts From Our Most Popular Posts Email Inspiration: Five Good Examples of Engaging Email Content By Andrew King Are you constantly bombarding your subscribers with discounts every week? Are your open and click-through rates declining? Discounts are nice when you’re ready to buy something. The problem is that your subscribers aren’t going to buy from every email, and they’re going to become desensitized to your constant promotions fairly quickly. So you need something else to keep them engaged in the meantime. That’s where value-added content comes into play. I think this type of content has a couple of other knock-on benefits: Deliverability – A high level of engagement is key to getting into the inbox these days. You will have a much higher level of engagement (opens / clicks) if you include some value-added content within your emails. Credibility – Value-added content shows your subscribers that you know who they are, what they like, and how you can help them. This will keep you in the customers’ frame of mind when they are ready to buy. So here are five good examples of value-added content that I’ve seen in retail emails recently.
  2. 2. 2 Lyris Connections Blog Excerpts From Our Most Popular Posts Ben Sherman Ben Sherman Recommends is a weekly email that consists entirely of value-added content. For a fashion brand the content is fairly eclectic, for example this email covers cabin porn, pictures of re-purposed items, and a recipe, among other things. This type of content may seem pointless to some people but I think it shows that Ben Sherman really knows its audience and is providing a reason to open its email every week. The company is aligning itself with items/music/ events/general random stuff that it knows its subscribers would be interested in.
  3. 3. 3 Lyris Connections Blog Excerpts From Our Most Popular Posts Mr Porter Mr Porter emails are usually fashion/product led but almost always incorporate some form of value-added content to keep subscribers opening. This content often revolves around education (how to tie a bow tie/how to buy lingerie for a lady), style icons (Paul Newman/Bob Dylan), weekend guides (what to wear, what to hear, what to attend) and interviews with musicians and actors (Great Lake Swimmers/Mr Ben Whishaw). One thing that really stands out with Mr Porter content is the quality and attention to detail that the company puts into it. It’s the type of content that you would find in a magazine or expect to pay for! Check it out here –
  4. 4. 4 Lyris Connections Blog Excerpts From Our Most Popular Posts Aqua Aqua MIXTAPES is a value-added content email which features a new DJ every month and allows you to listen to music via its website or Soundcloud. I like these emails because they aren’t trying to sell you anything and they show that Aqua really knows its customers. I bet these emails actually drive a lot of traffic to the website, too.
  5. 5. 5 Lyris Connections Blog Excerpts From Our Most Popular Posts Here is some genuinely useful content from This email shows you how to find out which type of foot you have (Normal/Flat/High Arched), tells you how your foot type affects your running style, and provides a link to the type of shoes you should be wearing. Great information to have before you buy your next pair of running shoes.
  6. 6. lyris.comCopyright © 2014 Lyris, Inc. All rights reserved. About Lyris Inc: Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at John Lewis Playing on the detox craze which happens every January, John Lewis decided to send this “New Year, New Start” email which is focused on fitness and healthy living. One thing that I like about John Lewis emails is that the company always includes advice on its products from people who actually work there. This article, The Power of Three, was written by Chris Husbands, who is a Fitness Advisor in John Lewis’ Oxford St store. It’s great to know that I could actually go and talk to Chris in person if I wanted to! Do you think that value-added content is worth the time and effort? Let us know your thoughts. Keep up with the latest industry trends, developments and best practices for continuously optimizing your digital marketing campaigns. Visit Lyris Connections Blog