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Relayware Partner Relationship Management

5 Ways to Include Compelling Content in Your Channel Partner Communications

Posted on February 21, 2017

It’s easy to rely on email templates for your partner communications. Pop in new text, select your channel partner segments and hit send. But are your emails getting old and stale?

Did you know that 215.3 billion emails were sent and received in 2016? That number is only going to get bigger. So, to stay ahead with your channel partners, you have to rise above the rest with relevant and interesting information.

We know that today, personalization is expected. It generates higher open rates and click-through rates and, as a result, more of your partners taking action. Customizing emails to your channel partner professionals regardless if they are in marketing, sales, customer support or some other area is absolutely critical to getting—and keeping—their attention.

In addition to personalization, there are other trends to keep your rates (open, click-through, etc.) better than average.

1. Dynamic Surveys

Surveys can gather vital information from your channel partners, such as their challenges, needs, and more. But instead of redirecting them to a new web link, try embedding dynamic questions with radio buttons directly into your email so recipients can respond instantly, rather than having to click a link to a new page.

2. Deadline Countdown

When it comes to collecting information from your partners to discover the best course of action, promote a deadline. You’ve seen this in consumer emails with limited-time offers or the word “urgent” in the subject line.

Add a dynamic countdown timer prominently at the top of the email that displays the live time remaining (which changes each time the email is opened), and you ratchet up the sense of urgency.

3. Convenience Features

Anything you can do to make things convenient for your subscribers is a huge win for your engagement rates. For example, you could add dynamic features that let recipients click to instantly add an event to their calendar or send a direct message to customer service (rather than routing them to your “Contact Us” page).

4. Videos

Another dynamic feature you can add to your emails is video content. You’ve probably already spent a lot of time creating videos for your partner portal and maybe you’ve put these on your social media channels. Why not leverage them in your emails as well? Embedding muted auto-play videos not only capture and hold attention, but research from Insivia indicates that viewers actually recall more of what they see in a video than what they read (95% vs. 10%).

5. Social Networks

B2B and consumer marketers are both seeing the value of social media marketing, with 78% of the United States population with a social networking profile in 2016, and that’s expected to grow. If you leverage social media for your partner program, then it’s likely that you’re already working hard to deliver relevant content that engages and informs your partners. Embedding real-time social feeds—Twitter, Facebook or LinkedIn—in the middle or bottom of emails gives you a two-for-one engagement opportunity. With dynamic social feeds, subscribers can open and receive the email message, see your live feeds, and then easily click through to consume and interact with your social content, doubling your reach.

With the ability to embed dynamic elements into every email, channel marketers are using sophisticated, effective and efficient methods that partners expect in today’s crowded world of email marketing.