<aside> 💡 High-level strategic and execution items around email communication and marketing

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Overview

The following document will provide details around I done this email strategy.

Strategy

Email is crucial as it's our main channel of communication with our customer base, so we should protect this channel at all cost.

Please reference

IDT Comms Strategy

Messaging Categories

  1. Acquisition - leads that hit our homepage or blog and capturing those leads to nurture into a customer
  2. Retention - existing customers and how we communicate information, updates, etc... to them around IDT's business and product

Email Comm Types

Type Description Frequency Tool
Broadcast TBD and can happen when needed One-off Mailchimp
Product updates If our velocity is predictable from dev, we can update every 2 weeks 2 weeks Mailchimp
Newsletter / educational content Productivity hacks and content can be sent on a weekly basis for anyone who opts-in 1 week Mailchimp
Transactional Anything related to product / in-app comms (ie: credit card expiring, log your tasks) Based on user action / behavior Mailgun
Reengagement Define dropoff / cold user and send comms to restart their service (ie: looks like you lost some productivity this week, let's get back in....) Based on RFM Mailchimp

Content Calendar

The following will provide email content to be imported into our email marketing tool of choice

Email Content Calendar (2021)

Acquisition

Capturing leads that come across IDT's digital assets and nurturing them to a paying customer