Introduction 

Focus on Problems and Solutions

If you’re creating an email with the intention of promoting Thryv, you should have two things at the forefront of your mind – Problems and Solutions.

Problems are the issues that potential business owners might be facing that could lead them to needing a Thryv Product.

Solutions refers to the products that Thryv offers for solving these problems. We have:

• Thryv Marketing Center
• Keap
• Websites (DIY or built by Thryv)
• Thryv Addons (SEO, Social Ads, Social Posts, etc.)

Your emails should always be created with these two concepts in mind. When writing the copy, focus on the problems your audience members have and think about how you can connect that to one of our solutions.

For example:

Thryv Marketing Center

• They can manage and grow their social media presence with the Thryv Social Media tool. It helps them create posts fast, schedules them in advance, and can post to all their social accounts at once to save them time.
• They’ll have an online presence that brings attention with online listings management and Google Business Profile.
• Managing their online reputation is easy thanks to the Thryv review manager. They can track their reviews across multiple platforms from inside the Thryv dashboard and use AI to respond to them automatically.
• They’ll get a professional business website which will attract new clients and help them get found online. This can be built with the DIY website builder or done for them by the Thryv team.
• A range of AI tools will speed things up by helping them with creating social posts, responding to reviews, website analytics, and more.

Thryv Design

Whenever possible, try to include the Thryv logo and brand black and orange in your email design. They’ve both been provided as part of your toolkit. Brand colours can be found in the brand book.

Our Email Best Practice Principles

Subject Lines:

• Try to keep your subject lines below 50 characters in length.
• Lead with value – tell them what they have to gain by reading your email.
• Include the recipient's name if possible.

Keep It Brief:

• Remember, nobody wants to read an essay. The reader opened your email because they saw something in it for them.
• Keep the email short and focus on the high-level benefits of Thryv.
• Rely on your landing page to fill in the information gaps.

Personalise:

• Most email marketing platforms allow you to add personalisation tokens into your email copy. These will adjust to match the recipient of each email when it gets sent out.
• For example, if you send out an email to 100 different people that includes a First Name Personalisation Token in the subject line, each of those 100 recipients will see their own name in the subject line, instead of the token. This creates the illusion that the email was handcrafted for that individual.
• Aim to use personalisation tokens in your emails as much as possible. Here are some ways you can do it:
• Include their first name often, especially in subject lines and at the beginning of your email.
• If you have their business name, you can reference it when talking about business-related content.
• If you have their date of birth, you can send them emails on their birthday.