Advertising > HTML Email

Who needs a subscription to your internet provider’s newsletter? Who cares, right? But when you’re a recently rebranded provider who’s also 100% local, it opens up some opportunity. Look, no matter what all the email marketing gurus tell you, sometimes there’s no reason to stay in monthly contact with your audience. Take baby-gift-company, Wrybaby, for example. There is no earthly reason for anyone to hear from a novelty baby gift company every month. Unless you’ve got babies falling out of you or your friends, like, non-stop. But this was different. Continuum had a LOT of low hanging, legitimately interesting content fruit to pick off and serve every month.

We designed the newsletter to be modular. We’d talk about immediate news in the first module. Consider it the “What’s in it for me” section. That might be a seasonal reminder, like the Free Summer Movie program we created to keep people from switching off their cable over the summer. Or an expansion of service. You get the idea.

The second module would highlight a local business (and Continuum customer). Like our social media spotlights, this would be a more in-depth article about that business.

The last module would be dedicated to service in the community. Like the free Wi-Fi they provide to underprivileged students. Or maybe some tips on how customers can restart their modems to keep the pipes clean. Or how use the online tool we had custom-built to help people see how much bandwidth they were actually using in their home.

The best part was that residential customers got a peek at the work Continuum did for local businesses (and maybe they themselves own a business that could use a local provider). And businesses got to see the work Continuum did in the community. And everyone could benefit from our service tips (another gold star for winning local customer care). Everyone wins.