Five Questions To Shape Your Automated Email Content

Loren McDonald

Once you decide to expand your broadcast email program to include a growing number of low-volume, high-ROI automated messages, you'll confront a new set of challenges, including, "Where am I going to get all of the content I need to populate these emails?"

Beyond resource and content creation issues, a critical question also becomes, "What content approach should we take in each automated email?"

If you are a retailer, for example, not every email should have a strict promotional theme with offers to buy Product X immediately...

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