Sitting in front of a blank screen wondering what on earth to even say to your customer? It can feel like texting your first crush all over again. Fortunately, though, there are general guidelines and even core automations that tell you what to say.

For the purpose of this blog, let’s pretend we’re an eCommerce business in the fashion and apparel industry. Here are some ideas for what to say:

• Niche-related content
  Think topics like how to layer, how to accessorize, fall fashion, spring fashion, summer fashion, winter fashion, etc. And for each of those seasons, you can promote the best uses or features of specific products.
• Product-specific features
  You can also send out informative and educational emails on your product or process. For example, our fashion business could discuss the materials that are used, and promote any differentiating factors like ethical sourcing or bamboo fabrics. The sky’s the limit here. You can also drill down to different product categories. For example, promote dresses with topics like the best type of dress for work attire or the top 5 little black dresses.
• Brand love builders
  With so many possibilities to cover your products at a granular level, you have the opportunity to tell them about yourself in an authentic way. Build trust and brand love by talking about what makes your business unique – like the dyeing process, style influences, or brand story.
• Promotional emails
  This is a great way to let your audience know about any upcoming events or sales. Regardless of whether it’s store-wide or just a specific category, you can tell your audience all about the best uses or features of your sale items.

You’re all set to spark up a conversation with your target audience. Go forth and conquer!