Companies can build their brand awareness and increase customer trust by regularly sharing valuable and easily readable – or digestible – content via email. These snippets of information contain summaries of recent news or important updates according to an established schedule and are known as email digests.
The specific type of content that is included in such messages depends on the specific industry that a business is in, and the frequency of these digests can be daily, weekly, or monthly depending on how much information there is to be shared.
You’re undoubtedly familiar with email digests because many successful companies use them very effectively – however, it may be the terminology that you aren’tfamiliar with.
Regular roundup messages serve multiple purposes, depending on the business sector and the frequency with which they are sent. Some of the best reasons for sending email digests are that they:
Email digests often contain large amounts of information summarized in easily readable formats. Naturally, this often includes graphic elements – after all, a picture tells a thousand words. So how should you design this type of email?
It’s time for your regular roundup from [company]. Here is the month in numbers:
Below you can see the changes in some important metrics:
[Graphic of company data]
Look out for another update landing in your inbox next month.
[Name], [position] at [company]
Have you heard everything that’s been going on at [company name] recently? Maybe you missed the news about [announcement].
We’ve also made some updates to our [product/service], which, as a current user, we’re sure that you’ll be interested in:
What’s more, we’re already well underway on our plans for the next [week/month], including:
As usual, we’ll update you again next [week/month], when those changes will hopefully have been implemented.
The [company] team
Do you know how you got on [today/this week/this month]? Well, there’s no need to guess, as we’ve got all the important numbers for you right here.
Here is your [day/week/month] in numbers:
[Visualization of personal stats]
For full details of your [daily/weekly/monthly] roundup, you can read the report that we’ve generated for you here: [link]
We’ll be in touch again [tomorrow/next week/ next month].
[Name] at [company]
Think that you’ve been performing well [today/this week/this month]? No doubt that you have! But here’s how you got on compared to others:
As you can see above, you were in the top [X]% of all [product/service] users for [achievement] over the course of the [day/previous week/previous month]. Congrats!
Can you do even better [tomorrow/next week/ next month]? We’ll be sure to let you know!
The [company] team
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The standard frequency of regular roundup emails is either daily, weekly, or monthly, depending on how much information there is to update the recipient with. This will also depend on the industry you’re in. Sending email digests more often than daily can be considered spam, even when there is a lot to share, whereas less often than monthly might mean being forgotten about.
Email digests should be very tailored to the specific recipient, starting from their name and following up with personal info and statistics if applicable. The idea of this sort of communication is to deliver value in an easily readable format, which will help build up a relationship and trust with the consumer. This is a process that is greatly supported by the personalization of your messages, which makes the recipients feel more valued.
While consistency is good, it’s also a good idea to freshen up your communication from time to time. Keeping the same layout and sharing the same statistics, for example, makes it quicker for the reader to find out the information they are used to getting from your emails and to make comparisons between updates. However, you don’t want the messages to become too repetitive and stale either, so it’s important to spice things up from time to time.
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