#open-share

Hi Heather! I run our customer newsletter at Sprout so I can share some background on how we approach it.

Audience: We send it to all customer contacts as long as someone has logged into the account within the last 45 days. There are other more standard suppressions, but we try to keep it broad and applicable to most of our customer base.

Timing: We keep it to a 1x per month touchpoint and send every third Tuesday with CSM-led follow-up one week afterwards.

From a content standpoint, our goal is to use the newsletter to:
• Inform and educate customers of new product releases
• Promote upcoming events, virtual and IRL
• Address frequently asked Support questions
• Promote customer stories and other customer-focused content.
Hope that’s helpful! I’ll grab a screenshot and attach as well for the visual 🙂

@Leah Miller What does the CSM-led follow up look like? Ours is on a similar cadence with similar content but I love the idea of a follow-up!

@Maura Frost what it looks like at the moment is me working with a CSM leader to identify the top two “stories” featured, then placing them into an Outreach template with the sentiment of “you may have seen this, wanted to follow up specifically on these updates, happy to answer any questions or discuss further” with a CTA to schedule time.

We didn’t always include this step, but received feedback that the CSMs felt they were missing out on an opportunity to engage with their customers by not sharing a monthly content round-up on their own.

@Heather Elliott Here’s a visual. Candidly, we try every month to cut down on text and it’s really hard. What typically follows this is ~3 more section headers with ~1-2 stories. We keep the section headers and types of content that go below them the same MoM.

Try reallygoodemails.com

This is what mine currently looks like: https://mailchi.mp/intellum.com/intellum-insider-issue-11569369