What is Behind the Scenes Content?
Behind the scenes content offers a glimpse into the inner workings of your company, giving your audience a more personal and human view of your brand. This type of content can include anything from a day in the life of your employees, processes involved in creating your products, or even sneak peeks of upcoming projects.
Why Use Behind the Scenes Content in Email Marketing?
Using behind the scenes content can help build a stronger connection with your audience. It humanizes your brand, fosters trust, and allows subscribers to feel more invested in your journey. This can lead to higher engagement and loyalty.
What Types of Behind the Scenes Content Work Best?
1. Employee Spotlights: Share stories and profiles of your team members. This not only shows the faces behind the brand but also celebrates your employees.
2. Process Demonstrations: Showcase how your products are made or how your services are delivered. This transparency can build trust and legitimacy.
3. Office Tours: Give a virtual tour of your workspace. This makes your company feel more tangible and real.
4. Event Coverage: Share behind the scenes looks at company events, trade shows, or product launches.
How to Integrate Behind the Scenes Content into Email Campaigns?
1. Storytelling: Craft a narrative around your behind the scenes content. Whether it's a day in the life of an employee or the story of how a product is made, storytelling can make the content more engaging.
2. Multimedia: Use images, videos, and even GIFs to make your content more dynamic. Visuals can significantly enhance the appeal of behind the scenes content.
3. Segmentation: Tailor your behind the scenes content to different segments of your email list. For instance, potential customers may enjoy seeing how products are made, while current customers might appreciate employee spotlights.
What Tools Can Enhance Behind the Scenes Content?
1. Video Editing Software: Tools like Adobe Premiere Pro or iMovie can help you create polished behind the scenes videos.
2. Email Marketing Platforms: Platforms like Mailchimp or Constant Contact offer templates and features that can make it easier to incorporate multimedia content into your emails.
3. Social Media Integration: Use tools like Hootsuite to share behind the scenes content across multiple platforms, driving traffic back to your email campaigns.
Case Studies: Successful Behind the Scenes Email Campaigns
1. Patagonia: They often share stories of their employees and the outdoor adventures they embark on. This not only humanizes their brand but also aligns with their core values.
2. Airbnb: They’ve used behind the scenes content to show how they verify hosts and ensure the safety of their guests, building trust and transparency.
3. Ben & Jerry's: They frequently showcase their flavor development process, giving customers a sneak peek into new and upcoming products.
Measuring the Success of Behind the Scenes Content
1. Open Rates: Track the open rates of emails featuring behind the scenes content to gauge initial interest.
2. Click-Through Rates: Measure how many recipients click on the behind the scenes content within the email.
3. Engagement Metrics: Look at social media shares, comments, and likes if you’re using a cross-platform strategy.
4. Customer Feedback: Solicit feedback directly from your subscribers to understand what kind of behind the scenes content they find most engaging.
Common Mistakes to Avoid
1. Over-Sharing: While transparency is valuable, sharing too much can overwhelm or bore your audience. Keep it concise and relevant.
2. Lack of Quality: Poorly produced content can harm your brand’s image. Invest in good quality production.
3. Ignoring Analytics: Always use data to refine your strategy. What works for one campaign might not work for another.
Conclusion
Behind the scenes content can significantly enhance your email marketing efforts by fostering a deeper connection with your audience. By showcasing the human side of your business, you build trust and loyalty, which can lead to higher engagement and long-term customer relationships. Use the right tools, integrate storytelling, and always measure your success to continually improve your strategy.