Table of Contents

Use Cases for Email Teams

Gary Ploski Updated by Gary Ploski

There are many ways to use email capabilities, and we hope that these best practices will help to inspire you and your team to find the best solution for everyone involved in your organization.

If you have ideas that you’d like to implement, contact your administrator to discuss implementation options. Administrators, if you have any questions or would like to brainstorm solutions, contact your Customer Success Manager.

Email Best Practices

It’s one thing to know about the email content types and their related capabilities, it’s another to use them to create content with your team! Let’s take a look at a few use cases to help you and your team get the most of out Opal.

We’ll start with this graphic as a guide for our three team best practice guides.

  • Thistle sends emails with little personalization and a high volume of products.
  • Atlas sends a mix of emails falling between the approach taken by Thistle & Chirp. Each email has some curation and contains a considerable amount of products.
  • Chirp sends highly curated emails with few products.

Each team has a different email strategy and due to that, our recommendations will vary. Click through to read more.

Thistle

Thistle sends emails with a high volume of products and little personalization.

Setting the Stage

Based in retail, Thistle has a large number of products that are sold in their brick and mortar locations as well as via their website. Their customers often purchase many products - food, clothing, toys, furniture, and more - on a frequent basis.

Informing and reminding customers about sales and new products is a common event and as such, is a highly automated process. Email that is sent out requires minor edits to an existing email template design.

In addition to the regular email updates being sent to their customers, social content is updated frequently to reflect the same sale or newly stocked products that are mentioned in email.

Opal Solution

For Thistle, we recommend a classic use of the StoryFirst framework.

  • Stories will represent campaigns
  • Moments represent a clear market goal/opportunity
  • Content is topically related
  • Email is represented by a single Email Module

Each story represents a campaign, for example: Back to School and Spring Cleaning.

Within each story, a moment will be created for the content that is scheduled for distribution to their customers. 

Each piece of content will be topically related ensuring that social, web, email, etc. experiences are all aligned setting their customers up to experience the narrative that has been planned for the day. 

Alongside the content in this moment, a piece of content using the Email Modules channel is created so that the relevant details are visible to everyone.

Wrapping Up

This approach gives everyone at Thistle the ability to quickly align on topically related content to ensure that their customers experience a seamless narrative regardless of the channel they are engaging in.

Atlas

Atlas sends email that contains a considerable amount of products and has some manual curation.

Setting the Stage

Also based in retail, Atlas has a more focused supply of products than Company A. Their products are limited to home related products - bedding, furniture, lighting, kitchenware, etc. Many of these products are available in-store and all are available online. Their customers purchase smaller items fairly often and larger items infrequently.

Opal Solution

For Atlas, we recommend a multi-story approach to make it easy to quickly see emails alongside each other and to assign moments and their content to the appropriate campaign. 

  • Stories will be represented as an evergreen and campaign story
  • Moments represent a single email
  • Content acts as a piece of the email

A single story will span multiple months, perhaps as long as a calendar year, and will be titled the ‘Evergreen’ story. All the moments and content will be created in this story.

Each moment in the evergreen story will represent a single email. This means that only email related content will be added to this moment.

As each new story is created to represent a new campaign, moments can be attached to this story using the ‘secondary story’ capability available on all moments.

A secondary story can be added while creating or editing a moment. Adding secondary stories will display the moment and it’s content in both the evergreen and campaign stories. Any edits to the content will take place in the evergreen story and will be reflected in both the evergreen and campaign story.

Each email is built in a moment to represent each part of the email, e.g. header, text, images, CTAs, etc., by creating multiple pieces of content using the Modular Email channel. Rename each module after it has been created to easily keep track of its intended placement in the email.

Wrapping Up

This approach gives Atlas the flexibility to quickly adapt to market and inventory needs by rearranging email modules with a simple drag and drop. In addition to easily arranging the calendar, the evergreen story aligns everyone to current, past, and future email plans with the ease of assigning the relevant campaign(s) to each email.

Chirp

Chirp sends highly curated emails with a small number of products noted.

Setting the Stage

Challenging an established marketplace filled with companies that have brick and mortar locations and an online presence, Chirp is a direct-to-consumer company selling a limited number of products using highly curated emails to inspire consumer engagement and regular purchases. With competitive forces from established and other DTC companies in the market, it is imperative that messages to consumers be highly relevant and engaging.

Opal Solution

For Chirp, we recommend a classic use of the StoryFirst framework with a twist. 

  • Stories will represent campaigns
  • Moments represent a clear market goal/opportunity
  • Content is topically related
  • Email is represented by one Email Module with multiple components
  • Each story represents a campaign, for example: Black Friday and New Product Line.

Within each story, a moment will be created for the content that is scheduled for distribution to their customers. Each piece of content will be topically related ensuring that social, web, email, etc. experiences are all aligned setting their customers up to experience the narrative that has been planned for the day.

Wrapping Up

Customization is key for Chirp. With each email module’s customization, they now have the keys to the kingdom for each and every email they plan to send creating high engagement opportunities.

Custom Fields

Every team works and tracks their work differently. Sometimes a label isn’t the solution for your needs. Did you know that you can use custom fields on your content? 

  • Below are some examples we’ve seen used by our customers:
  • SKU - Keep track of the unique product identification numbers used in your email.
  • Cohort - Add this information to a custom field in place of a label.
  • Product Display Page - Add a URL that a user will be directed to after clicking a CTA.
Note: Contact your administrator to add custom fields to your email modules. If you’re an administrator and have questions, contact our support team or your Customer Success Manager.

Teams Inside Opal

Keep content moving by using Opal Workflow alongside Chat & Activity.

Need someone to take action on a piece of content? Workflow will automatically bring a colleague into the fold to complete a task or approve the current version of the email as each workflow phase is completed.

Another way to activate a colleague is by @mentioning them. You can alert them to the status of the email so that they can contribute to its development.

Teams Outside Opal

Do you work with someone who does not have an Opal account? No worries!

Share a presentation to deliver content and assets to your non-Opal colleagues and partners. Go the extra step to secure your presentation by adding a password to be sure only those in the know will see the latest and greatest content updates.

Another option is to take advantage of our export to CSV capability to work with your content or a story outside of Opal. Included in the CSV file is everything your colleagues without an Opal account need to take action on the content to run analytics or deliver it to the intended community.

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