• by editor , June 25, 2018

Developing great content for emails that benefits customers is key to FNAC Portugal's marketing strategy. While these messages are not focused on selling products, they often do quite well. In fact, one of their best selling emails was designed strictly around great content. 

"Content-driven emails can drive revenue because people are so engaged," said Inês Condeço, marketing and communication director at FNAC Portugal. "The happiness factor of the email, customers just being happy that the brand made something for them created such goodwill that they ended up buying something." 

The company has three types of content -- context (for instance, the World Cup is going on), a product launch calendar (every time a product is launched they create articles that addresses the product), and the technology campaigns. The company has a content hub with landing pages created by journalists and content producers translated in different regions and languages, as well as product categories. They create 40-50 pieces of content a week and are constantly adjusting their weekly calendar to adapt.