Messages that are not marketing.
WHEN YOU NEED TO SEND ONE
A price change A change of address or contact details A service interruption A policy change Something that went wrong
WHY THESE ARE DIFFERENT
Subscribers expect them, and they are frequently more important than any campaign.
They also reach people who ignore your marketing.
HOW TO WRITE THEM
Plainly. Say what changed, when, and what it means for the reader.
No marketing language. This is information.
WHEN SOMETHING WENT WRONG
Say what happened, what you did, and what it means for them.
Customers forgive problems handled openly. They do not forgive silence.
WHO TO SEND TO
Everyone affected, which may include people who unsubscribed from marketing.
A service notice to a customer is not marketing, and the consent position differs.
Be careful here: do not use this as a route to reach people who opted out.
TIMING
Promptly. A notice arriving after customers have already noticed is worth less.
WHAT TO AVOID
Burying important information at the bottom of a promotional message.
