In a recent email, a healthcare retailer and services provider asks a question about a condition affecting millions of people.
Mailer Name: Walgreens
Date Emailed: March 1, 2017
Every month, the drugstore chain sends out its Wellness Newsletter to customers who have opted in. It’s a good example of a retailer adopting a content creation model to set itself apart from considerable competition.
“Can you cure allergies?” asks the subject line of its March edition. Much of the rest of the email seeks to show how Walgreens uses expertise to provide answers to customers.
It arrives in inboxes at just the right time, as spring allergy season begins to kick in. Customers need information about, as well as relief for, what’s causing runny eyes, sneezes, and more.
The image at the top of the email shows some of the culprits most often blamed – pets, food, and flowers. The copy below notes that “Nearly 1 in 3 adults face some type of allergy.” Gloves and a duster both help combat allergies, but more is needed.
Next, a customer can click on one of 5 stories listed. Each headline opens on Walgreens’ website, and provides more information to calm patients’ fears and promote treatment.
For example, some basic content answers “What is an allergy?” and also reveals that there is no cure. However, medications and other therapies can help sufferers quite a lot.
A link brings the customer to the website to learn about and choose from a wide variety of antihistamines, eye solutions, and sprays. From there, they can buy them outright, or shop at a local store.
The customer experience begins with content that provides enough of a context for them to feel comfortable, and buy.