What are Brand Owned Communities?
Brand owned communities are online spaces where customers and enthusiasts of a brand can interact, share experiences, and engage directly with the brand. These communities are typically hosted on platforms controlled by the brand, such as forums, social media groups, or dedicated sections on their website.Why are Brand Owned Communities Important?
These communities are crucial for fostering
customer loyalty and engagement. They provide a space for customers to connect with each other and the brand, enabling a deeper relationship beyond transactional interactions. Moreover, they offer valuable insights into customer preferences and pain points.
How Do Brand Owned Communities Fit into Email Marketing?
Email marketing can be a powerful tool to drive engagement within brand owned communities. By promoting community activities, sharing user-generated content, and encouraging participation, brands can leverage their email lists to build a vibrant and active community.What Types of Content Should Be Sent to Promote Communities?
Here are some content ideas to promote your community through email marketing: Event Invitations: Inform subscribers about upcoming online or offline events.
User Spotlights: Highlight active community members to encourage participation.
Exclusive Content: Offer special content available only to community members.
Discussion Summaries: Share recaps of popular discussions to entice subscribers to join the conversation.
Surveys and Polls: Engage your audience by seeking their opinions on relevant topics.
How to Segment Your Email List for Community Promotion?
Segmentation is key to effective email marketing. Consider the following segments: Active Members: Send them updates and exclusive content to keep them engaged.
Inactive Members: Send re-engagement campaigns to bring them back into the fold.
New Subscribers: Introduce them to the community and highlight its benefits.
Event Participants: Follow up with attendees and encourage them to join ongoing discussions.
What Metrics Should Be Tracked?
To gauge the success of your email campaigns in driving community engagement, monitor these metrics: Open Rates: Measure how many subscribers open your emails.
Click-Through Rates: Track how many click on links directing them to community content.
Conversion Rates: Monitor how many new community members join after receiving your emails.
Engagement Levels: Assess the activity level in the community, such as posts, comments, and likes.
Best Practices for Promoting Brand Owned Communities
To successfully promote your community through email marketing, consider the following best practices: Personalization: Tailor your emails to the interests and preferences of different segments.
Value Proposition: Clearly communicate the benefits of joining the community.
Consistency: Regularly send updates and reminders to keep the community top of mind.
Feedback: Encourage feedback from community members and use it to improve your offerings.
Integration: Ensure your email marketing efforts are integrated with other marketing channels for a cohesive strategy.
Conclusion
Brand owned communities are invaluable for fostering deeper connections with your audience. By leveraging
email marketing, you can drive engagement, promote interaction, and build a loyal community that supports your brand’s growth. Remember to focus on delivering value, personalizing your content, and consistently engaging with your community members to maximize the impact of your efforts.