"Creating Breakout Email Content" marks the final panel of the Email Insider Summit's Friday session.
Is an editorial calendar a content strategy? No, says Wacarra Yeomans. "It should be
the manifestation of your content strategy," she says.
Erin Junge, who works in Web design at Mutual of Omaha, says content strategy is a "huge hot button" at the insurance company now.
Carnival Cruise Lines' Roger Foisy says integrating sales within other types of emails brings conversion. He says email ties in to the brand experience. If an email or direct mail piece looks
different than the experience on-board, that's misguided. Foisy says an aim is to "make sure that brand voice is there."
The Clymb's Craig Schinn said the company experimented with something a
little off-brand recently with a "zombie survival gear sale" and with the breakout content, open rates topped normal levels. But, there were also a considerable number of deletes and unsubscribes that
day. So, there was a sale with buzz, but there was also "a consequence (in) stepping outside our content strategy," said Schinn, the panel moderator.