Step 3: Sync Your Content Strategy

Where Most Email Programs Start to Unravel

Let’s go back to our Sarah, a marketing manager at a growing SaaS company.

Sarah had done everything right. She’d carefully identified her user personas. She’d mapped out their journeys. She even had a content calendar filled with great topic ideas.

Then she started sending emails.

The first few campaigns went fine. But as the program grew, things got… complicated. Security alerts were getting delayed because they were stuck behind newsletter sends. Upgrade notifications were arriving after trial expirations. Customer service was complaining that nobody could find the right templates.

Sound familiar?

This is where most email programs start to unravel. Not because of bad content or poor planning, but because they’re missing a crucial piece: a comprehensive strategy that brings together user journeys, content types, and message types.

The 3D Chess Game of Email Marketing

Think of email strategy like a game of 3D chess. You’re not just moving pieces on a flat board – you’re working with multiple levels simultaneously:

Message types (how you’re saying it)
User journeys (who gets what)
Content types (what you’re saying)

“But wait,” you might be thinking, “isn’t this overkill? Can’t we just send emails when we need to?”

Let me show you why this matters more than you might think.

The Message Type Mess

Picture this: It’s Friday afternoon. Your e-commerce platform just had a security incident. You need to send password reset emails to 10,000 users. Immediately.

But there’s a problem.

Your marketing team just launched a major promotional campaign. Your sending infrastructure is busy pushing out “BIGGEST SALE EVER!” emails to your entire list.

Those password reset emails? They’re stuck in line behind marketing messages.

This is what happens when you don’t understand message types.

Every email you send falls into a specific category, and these categories aren’t just labels – they determine:

Which sending infrastructure to use
How quickly the message needs to go out
What happens if delivery fails
How to track and measure success

Let’s look at how this plays out in different businesses…

E-commerce Message Types

Remember our friends at ACME Inc.? They were sending order confirmations through the same system as their promotional blasts. Their customers were complaining about delayed receipts, but hey, at least they got that “30% OFF!” email right away, right?

Wrong approach.

Your transactional messages – order confirmations, shipping updates, password resets – need their own dedicated infrastructure. A customer anxiously waiting for their order confirmation doesn’t care about your email sending schedule. They want their receipt now.

Here’s how the message types for an e-comm biz might look like:

flowchart TD
    E[E-commerce Message Types]

    subgraph Critical [High Priority]
        direction TB
        H1[Password Reset] --> H2[Order Confirmation]
        H2 --> H3[Payment Processing]
        H3 --> H4[Security Alerts]
    end

    subgraph TimeSensitive [Time-Sensitive]
        direction TB
        M1[Shipping Updates] --> M2[Delivery Notifications]
        M2 --> M3[Cart Abandonment]
        M3 --> M4[Flash Sale Alerts]
    end

    subgraph Automated [Automated Flows]
        direction TB
        A1[Welcome Series] --> A2[Post-Purchase]
        A2 --> A3[Win-back Campaign]
        A3 --> A4[Review Request]
    end

    subgraph Batch [Batch Processing]
        direction TB
        B1[Weekly Newsletter] --> B2[Product Updates]
        B2 --> B3[Loyalty Statements]
        B3 --> B4[Seasonal Campaigns]
    end

    subgraph Triggered [Behavior Triggered]
        direction TB
        T1[Browse Abandonment] --> T2[Price Drop Alert]
        T2 --> T3[Back in Stock]
        T3 --> T4[Product Recommendations]
    end

    E --> Critical
    E --> TimeSensitive
    E --> Automated
    E --> Batch
    E --> Triggered

The SaaS Scenario

Back to Sarah’s SaaS company. They were sending API status alerts through their regular marketing system. Result? Critical service updates were arriving hours after issues were resolved.

Not great for customer confidence.

Here’s how Sarah should’ve designed it:

flowchart TD
    S[SaaS Message Types]

    subgraph Critical [High Priority]
        direction TB
        H1[Password Reset] --> H2[Security Alerts]
        H2 --> H3[Service Outages]
        H3 --> H4[2FA Codes]
    end

    subgraph System [System Messages]
        direction TB
        Y1[Usage Limits] --> Y2[API Updates]
        Y2 --> Y3[Integration Status]
        Y3 --> Y4[Error Notifications]
    end

    subgraph Automated [Automated Sequences]
        direction TB
        A1[Onboarding Flow] --> A2[Feature Adoption]
        A2 --> A3[Upgrade Journey]
        A3 --> A4[Renewal Sequence]
    end

    subgraph Engagement [Engagement Based]
        direction TB
        E1[Usage Reports] --> E2[Success Metrics]
        E2 --> E3[Milestone Alerts]
        E3 --> E4[Feedback Requests]
    end

    subgraph Proactive [Proactive Notices]
        direction TB
        P1[Product Updates] --> P2[Maintenance Alerts]
        P2 --> P3[Best Practices]
        P3 --> P4[Training Events]
    end

    S --> Critical
    S --> System
    S --> Automated
    S --> Engagement
    S --> Proactive

The Travel Timing Crisis

And don’t get me started on the travel industry. I once got a “prepare for your trip!” email two days after returning home. The same company then sent me check-in instructions for a flight… that had already landed.

Timing isn’t just important in travel – it’s everything.

Instead, look at below:

flowchart TD
    T[Travel Message Types]

    subgraph Critical [High Priority]
        direction TB
        H1[Booking Confirmation] --> H2[Itinerary Changes]
        H2 --> H3[Emergency Alerts]
        H3 --> H4[Payment Issues]
    end

    subgraph TimeBased [Time-Based]
        direction TB
        M1[Check-in Reminder] --> M2[Trip Countdown]
        M2 --> M3[Weather Updates]
        M3 --> M4[Activity Deadlines]
    end

    subgraph Location [Location-Based]
        direction TB
        L1[Arrival Updates] --> L2[Local Information]
        L2 --> L3[Transport Options]
        L3 --> L4[Nearby Activities]
    end

    subgraph Scheduled [Scheduled Content]
        direction TB
        S1[Destination Guides] --> S2[Seasonal Offers]
        S2 --> S3[Loyalty Updates]
        S3 --> S4[Travel Insurance]
    end

    subgraph Interactive [Interactive Messages]
        direction TB
        I1[Feedback Requests] --> I2[Experience Ratings]
        I2 --> I3[Photo Sharing]
        I3 --> I4[Social Engagement]
    end

    T --> Critical
    T --> TimeBased
    T --> Location
    T --> Scheduled
    T --> Interactive

The Building Blocks of Email Content

Now, within each message type, you have different types of content. Think of content types as the building blocks of your email program.

Here’s where it gets interesting. The same type of content might appear in different message types, but its presentation and priority change based on the context.

Let’s take loyalty program information:

In a purchase confirmation? Small footer showing points earned
In a monthly statement? Main focus with detailed breakdown
In a win-back campaign? Prominent reminder of what they’re missing

Let’s evaluate some examples

In order not to sound too dry and purely theoretical, let’s go through some examples of email content types for our three types of businesses:

Types of content for e-commerce companies

flowchart TD
    E[E-commerce Content Types]

    subgraph Transactional [Transactional Emails]
        direction TB
        T1[Order Confirmations] --> T2[Shipping Updates]
        T2 --> T3[Return Labels]
        T3 --> T4[Password Resets]
    end

    subgraph Marketing [Marketing Messages]
        direction TB
        M1[Product Launches] --> M2[Sale Announcements]
        M2 --> M3[Abandoned Cart]
        M3 --> M4[Product Recommendations]
        M4 --> M5[Category Updates]
    end

    subgraph Status [Status & Loyalty]
        direction TB
        S1[Points Balance] --> S2[VIP Status Updates]
        S2 --> S3[Rewards Available]
        S3 --> S4[Birthday Offers]
    end

    subgraph Notifications [Notifications]
        direction TB
        N1[Price Drop Alerts] --> N2[Back in Stock]
        N2 --> N3[Order Status]
        N3 --> N4[Review Requests]
    end

    E --> Transactional
    E --> Marketing
    E --> Status
    E --> Notifications

Types of content for SaaS companies

flowchart TD
    S[SaaS Content Types]

    subgraph Core [Transactional]
        T1[Account Creation] --> T2[Password Reset]
        T2 --> T3[Security Alerts]
        T3 --> T4[Email Verification]
    end

    subgraph Onboarding [Onboarding Flow]
        O1[Welcome Series] --> O2[Feature Tutorials]
        O2 --> O3[Setup Guides]
        O3 --> O4[Integration Help]
    end

    subgraph Education [Educational Content]
        E1[Best Practices] --> E2[Case Studies]
        E2 --> E3[Product Updates]
        E3 --> E4[Webinar Invites]
    end

    subgraph System [Usage & System]
        U1[Usage Reports] --> U2[Limit Notifications]
        U2 --> U3[API Status]
        U3 --> U4[Downtime Alerts]
    end

    subgraph Billing [Billing Info]
        B1[Invoice/Receipt] --> B2[Payment Failed]
        B2 --> B3[Plan Upgrades]
        B3 --> B4[Renewal Notice]
    end

    S --> Core
    S --> Onboarding
    S --> Education
    S --> System
    S --> Billing

Types of content for travel companies

flowchart TD
    T[Travel Content Types]

    subgraph Booking [Booking Essentials]
        direction TB
        B1[Booking Confirmation] --> B2[Payment Receipt]
        B2 --> B3[Itinerary Details]
        B3 --> B4[Cancellation Info]
    end

    subgraph PreTrip [Pre-Trip Content]
        direction TB
        P1[Check-in Details] --> P2[Weather Updates]
        P2 --> P3[Packing Lists]
        P3 --> P4[Local Guidelines]
    end

    subgraph During [During-Trip Support]
        direction TB
        D1[Local Activities] --> D2[Emergency Info]
        D2 --> D3[Transport Updates]
        D3 --> D4[Concierge Messages]
    end

    subgraph Follow [Follow-up]
        direction TB
        F1[Review Requests] --> F2[Photo Sharing]
        F2 --> F3[Return Visit Offers]
        F3 --> F4[Loyalty Updates]
    end

    subgraph Market [Marketing]
        direction TB
        M1[Destination Guides] --> M2[Seasonal Offers]
        M2 --> M3[Similar Trips]
        M3 --> M4[Price Alerts]
    end

    T --> Booking
    T --> PreTrip
    T --> During
    T --> Follow
    T --> Market

The Art of Hybrid Messages

This is where the real magic happens. Once you understand both message types and content types, you can start creating hybrid messages that pack more value without losing their focus.

flowchart TB
    subgraph BookingConfirm
        B[Booking Confirmation]
        B1[Primary: Booking Details]
        B2[Secondary: Weather Forecast]
        B3[Tertiary: Local Tips]
        
        B --> B1
        B1 --> B2
        B2 --> B3
    end
    
    subgraph PreTrip
        P[Pre-Trip Reminder]
        P1[Primary: Check-in Info]
        P2[Secondary: Activity Booking]
        P3[Tertiary: Loyalty Status]
        
        P --> P1
        P1 --> P2
        P2 --> P3
    end
    
    subgraph PostStay
        S[Post-Stay Follow-up]
        S1[Primary: Review Request]
        S2[Secondary: Next Trip Ideas]
        S3[Tertiary: Loyalty Rewards]
        
        S --> S1
        S1 --> S2
        S2 --> S3
    end
    
    B -->|7 Days Before| P
    P -->|After Stay| S

Think of it like a perfect sandwich:

Primary Content: The main ingredients (the reason for the email)
Secondary Content: The condiments (related, valuable additions)
Tertiary Content: The garnish (engagement hooks and future touchpoints)

But please, don’t go full subway sandwich artist and try to add everything. Nobody needs that many toppings.

Some more examples below:

flowchart TB
    subgraph UsageReport
        U[Weekly Usage Report]
        U1[Primary: Usage Stats]
        U2[Secondary: Upgrade Path]
        U3[Tertiary: Power User Tips]
        
        U --> U1
        U1 --> U2
        U2 --> U3
    end
    
    subgraph FeatureUpdate
        F[New Feature Alert]
        F1[Primary: Feature Info]
        F2[Secondary: Case Studies]
        F3[Tertiary: Webinar Invite]
        
        F --> F1
        F1 --> F2
        F2 --> F3
    end
    
    subgraph LimitNotice
        L[Usage Limit Notice]
        L1[Primary: Limit Warning]
        L2[Secondary: Plan Comparison]
        L3[Tertiary: Success Stories]
        
        L --> L1
        L1 --> L2
        L2 --> L3
    end
    
    U -->|Triggers on Limit| L
    L -->|No Action| F

flowchart TD
    subgraph Primary [Primary Message Type]
        direction TB
        P1[Order Confirmation] --> P2[Shipping Status]
        P2 --> P3[Account Security]
    end

    subgraph Secondary [Secondary Content]
        direction TB
        S1[Loyalty Status] --> S2[Related Products]
        S2 --> S3[Usage Tips]
    end

    subgraph Tertiary [Engagement Hooks]
        direction TB
        T1[Social Share] --> T2[Feedback Request]
        T2 --> T3[Help Resources]
    end

    %% Cross-connections with dotted lines for reference points
    P1 -.-> S1
    P1 -.-> T1
    P2 -.-> S2
    P2 -.-> T2
    P3 -.-> S3
    P3 -.-> T3

Putting It All Together: The Process Map

Now comes the fun part – putting it all together into a process map. This is where we add the third dimension: timing.

Think of it like architecture. You wouldn’t build a house by just piling up materials wherever they fit. You need blueprints. You need to know where the support beams go. You need to understand how people will move through the space.

So, looking at our examples, here’s how it could look like:

Travel industry email strategy

sequenceDiagram
    participant T as Traveler
    participant B as Booking
    participant P as Pre-Trip
    participant S as Stay
    
    Note over T,S: Immediate Response Required
    T->>B: Makes Booking
    B->>T: Booking Confirmation (High Priority)
    Note right of B: Content: Booking Details<br/>Secondary: Weather Forecast

    Note over T,S: Pre-Trip Sequence
    P->>T: 30 Days: Trip Prep
    Note right of P: Content: Preparation Guide<br/>Secondary: Activity Booking

    P->>T: 7 Days: Check-in Info
    Note right of P: Content: Check-in Details<br/>Secondary: Local Tips

    Note over T,S: Day of Travel
    S->>T: Day-of Reminder
    Note right of S: Content: Key Info<br/>Secondary: Weather Update

    Note over T,S: During Stay
    S->>T: Welcome Message
    Note right of S: Content: Property Info<br/>Secondary: Local Events

    Note over T,S: Post Stay
    S->>T: Review Request
    Note right of S: Content: Feedback Form<br/>Secondary: Next Trip Ideas

    Note over T,S: Re-engagement
    B->>T: Seasonal Offer
    Note right of B: Content: Similar Trips<br/>Secondary: Loyalty Status

SaaS industry email strategy

sequenceDiagram
    participant U as User
    participant S as System
    participant E as Education
    participant B as Billing
    
    Note over U,B: Immediate Response Required
    U->>S: Creates Account
    S->>U: Welcome Email (High Priority)
    Note right of S: Content: Login Info<br/>Secondary: Quick Start Guide

    Note over U,B: Onboarding Sequence
    S->>U: Day 1: Core Features
    Note right of S: Content: Key Features<br/>Secondary: Success Stories

    S->>U: Day 3: Advanced Tips
    Note right of S: Content: Pro Tips<br/>Secondary: User Showcase

    Note over U,B: Usage Based
    U->>S: Reaches 80% Limit
    S->>U: Usage Alert
    Note right of S: Content: Limit Warning<br/>Secondary: Upgrade Options

    Note over U,B: Engagement Driven
    E->>U: Weekly Usage Report
    Note right of E: Content: Stats & Metrics<br/>Secondary: Power Tips

    Note over U,B: Billing Cycle
    B->>U: Monthly Invoice
    Note right of B: Content: Payment Info<br/>Secondary: Usage Summary

    Note over U,B: Product Updates
    E->>U: Feature Release
    Note right of E: Content: New Features<br/>Secondary: Training Video

E-Commerce industry email strategy

sequenceDiagram
    participant C as Customer
    participant T as Transactional
    participant M as Marketing
    participant L as Loyalty
    
    Note over C,L: Immediate Response Required
    C->>T: Signs Up
    T->>C: Welcome Email (High Priority)
    Note right of T: Content: Account Info<br/>Secondary: Browse Popular

    C->>T: Places Order
    T->>C: Order Confirmation (High Priority)
    Note right of T: Content: Order Details<br/>Secondary: Points Earned

    Note over C,L: Time-Sensitive (24h)
    T->>C: Shipping Confirmation
    Note right of T: Content: Tracking Info<br/>Secondary: Similar Items

    Note over C,L: Engagement Based
    M->>C: Post-Purchase Survey
    Note right of M: Content: Feedback Request<br/>Secondary: Loyalty Status

    Note over C,L: Behavioral Trigger
    C->>M: Browses Category
    M->>C: Category Update
    Note right of M: Content: New Arrivals<br/>Secondary: Related Items

    Note over C,L: Regular Cadence
    L->>C: Monthly Statement
    Note right of L: Content: Points Balance<br/>Secondary: Tier Benefits
    
    Note over C,L: Re-engagement
    M->>C: Win-back Campaign
    Note right of M: Content: Special Offer<br/>Secondary: New Products

Your email program needs the same careful planning, but I hope you get the gist of it.

The Channel Value Problem

Let me share another story. A content manager once proudly told me, “We’re really crushing it with our omnichannel strategy. We share everything everywhere!”

Translation: “We spam all channels with the same content and hope something sticks.”

Here’s the problem: If your email subscribers can find the exact same content on your website, social media, and everywhere else… why should they bother opening your emails?

Your email channel needs its own unique value proposition. Give subscribers something they can’t get anywhere else. This isn’t just about being nice – it directly impacts whether your future emails make it to the inbox at all.

The Secret Sauce: Getting Replies

Want to know a neat trick that almost nobody talks about? You want subscribers to hit that Reply button.

Yes, handling incoming emails is a pain. Yes, you’ll need resources to read and respond to them. But here’s why it’s worth it:

When someone replies to your email, their mailbox provider basically says, “Oh, these two actually know each other!” From that moment on, your future emails to that address get priority treatment.

For most mailbox providers, you only need a small percentage of your openers to reply to see benefits. Gmail works a bit differently (we’ll talk about that in a later step), but the principle holds true.

Your Next Steps

Before you rush off to Step 4, take some time to:

Map out your message types
Identify your core content types
Think about potential hybrid combinations
Create your initial process map

Remember: this isn’t about creating the perfect system on your first try. It’s about having a framework that helps you make better decisions about what to send, when to send it, and how to structure it.

Think of it like a recipe. First few times you make it, things might get messy. You might forget an ingredient or two. But having the recipe – knowing what goes where and why – that’s what matters.

Ready to move on? In Step 4, we’ll talk about how to design each individual email for maximum impact.

To Step 4 ==>

P.S. If you’re interested in crafting these diagrams yourself, look into Mermaid JS. It’s a super light markdown diagraming tool that can be embeded into any web interface. Pretty neat.

Nem Puhalo

Marketer