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Sometimes we get so busy telling customers what we think they need that we forget to tell them why they need it or how to use it. Educating customers on your industry positioning or product usage may be the missing piece in your email journeys - providing context can help customers understand what sets you apart and take the mental leap to becoming devoted fans aligned with your mission. Here’s how a few companies are using customer education in email marketing to connect with their audience:. BUILD YOUR “WHY” INTO YOUR “HOW”. Consumers today are savvier than ever and often skeptical of a hard sell. Building content that details how to use your product or service offers value to the reader ... Full story

20 June