An informational message is an email or text message that a brand sends to a recipient who has provided their contact details and requested future updates.
The informational messages marketers send to their subscribers are:
- Appointment reminders
- Welcome texts
- Order updates
- Alerts and notifications
- Instructions or guidelines
Differences between informational and promotional messages
The main difference between informational and promotional messages is their intent. For example, an order confirmation email is informational, while a follow-up email offering a discount on a related product is promotional.
In other words, while informational messages provide facts and updates, promotional messages aim to persuade or influence the recipient to take action, such as making a purchase or signing up for a service.
Why informational messages are important
Whether it’s an order status update, a return policy notification, or an appointment reminder, informational messages provide helpful information your customers need to know. With Klaviyo, you can create automated flows and roll out informational messages on autopilot to:
- Improve customer experience: Provide timely and relevant updates to reduce buyer friction, keep customers informed, and create a more satisfying customer experience.
- Reduce customer support inquiries: Deliver clear information upfront so your customers don’t need to reach out with questions or concerns, reducing the burden on your support team.
- Strengthen brand reputation: Consistent and accurate communication positions your brand as reliable and professional, positively influencing how customers perceive your business.
- Improve customer retention: Clear and transparent messaging fosters trust and encourages shoppers to stay loyal to your brand and become repeat customers.
How to compose informational messages
Focus on clarity and relevance when composing an informational message. Use clear and straightforward language to avoid any confusion, and use a marketing automation platform like Klaviyo to help out with:
- Audience segmentation: To provide targeted updates about your brand, segment your audience based on their preferences, demographics, and interests.
- Message creation: Use Klaviyo AI to compose informational messages and keep them clear and relevant.
- Flow automation: Automate your informational messages, such as order confirmations, delivery updates, or service announcements, to keep your customers in the loop at all times.
- Uniformity of your messages: Make sure all your informational messages are uniform across all your communication channels using Klaviyo’s templates.
- Compliance: Ensure your messages meet legal requirements. Always include an unsubscribe option, even if you’re only sending order confirmation emails and text messages.
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