BookingBug Newsletter
Company: BookingBug is a customisable and scalable online booking system provider, targeted at a wide range of service-based businesses.
Objective: Before I started on this marketing campaign, there was an existing newsletter format, but newsletters were sent to the customer database irregularly and infrequently. It was decided that it would need to be developed in order to benefit customer onboarding efforts and customer relations.
My task: I was directed by the Head of Marketing to take lead of the newsletter campaign, and to produce newsletters on a monthly basis, each with its own objectives with her contributions and approvals. The newsletter below is from January 2014.
Insight: For this particular newsletter, I decided to make the most of the holiday season to promote our other marketing content (blog posts, and several social media posts and campaigns), as well as highlighting a particular feature in the Help Articles. The latter had a dual purpose: not only does it promote the feature to give users a better understanding of the platform, but also assists the customer support team in directing users to a Help Article for a particularly difficult feature to set up.
Strategy: Although strictly B2B marketing, I had developed a conversational tone of voice through previous newsletters, since a lot the customer base were small or solo business owners. The content and the language used was aimed to be supportive of the customers and assisting them in improving their businesses using the full potential of the platform.
