Writing Use Cases for Effective eMarketing

February 6, 2009
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Need a little help building Use Cases for your program? It’s easier than you think, this checklist will help you reenergize and restart your eMarketing efforts and build the email momentum vital to your success:

1) List all Channels – Consider mobile, phone, print, catalog, web, store/ branch, radio, TV, search marketing, your reps, etc… now list these channels so you know where you’re making contact with your customers and prospects.

2) Identify your Consumer (customer/ prospect/ member) – Ask different people in your organization who they think they serve and build a persona for each profile/ type. For instance, Jill is 30 and single; Brad is 45 and married with two kids; Ed is 65 and married. Put together information about each type including how you should communicate with them, map this information with your subscribe page, preference collections and surveys to insure you are capturing information effectively.

3) Decide how you should Communicate – Build a grid listing types and channels, for instance you may have one strategy for the Jill-type when she comes in from the radio and a different one to engage her if she came through search. Now begin grouping types with channels to


Need a little help building Use Cases for your program? It’s easier than you think, this checklist will help you reenergize and restart your eMarketing efforts and build the email momentum vital to your success:

1) List all Channels – Consider mobile, phone, print, catalog, web, store/ branch, radio, TV, search marketing, your reps, etc… now list these channels so you know where you’re making contact with your customers and prospects.

2) Identify your Consumer (customer/ prospect/ member) – Ask different people in your organization who they think they serve and build a persona for each profile/ type. For instance, Jill is 30 and single; Brad is 45 and married with two kids; Ed is 65 and married. Put together information about each type including how you should communicate with them, map this information with your subscribe page, preference collections and surveys to insure you are capturing information effectively.

3) Decide how you should Communicate – Build a grid listing types and channels, for instance you may have one strategy for the Jill-type when she comes in from the radio and a different one to engage her if she came through search. Now begin grouping types with channels to help reduce the number of combinations.

4) Test your Message – Will the message you’re sending appeal to your core groups? Will Jill respond, or is this message designed more for your Brads and Eds? Make sure you’re segmenting based on content/ offer epically for the top portion of your list.

5) Don’t forget about Growth – Using the combinations created; determine how to attract more customers like them from both your existing base as well as new prospective customers. Think about what motivated each type to give their email address, now write (30 words or less) why people should sign up for email from these channels. Keep it engaging and keep the medium in context for the message – so if a Jill-type saw your TV commercial, think of asking for her thoughts about it online. If she signs up online, offer her a sneak preview of your upcoming radio commercials or web ads.

Remember to engage with your recipients as often as possible, and never forget to factor all possible places they could interact with your brand.
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