Email marketing can be one of the best tools of direct marketing. It is a well-targeted and the results are relatively easy to follow. The public has made the effort to register so that we can assume that they really want to hear from our brand, which few other marketing outlets can claim. What’s more, it is inexpensive, and if done correctly, produces a measurable ROI.
Despite all these advantages, many companies conduct their end users with the poor label off and do not think the needs of the target group. The key to avoiding list attraction is creating a strong content strategy that delivers relevant messages to the right audience segments.
Here are some tips on how to develop an effective e-mail content:
Define the objectives: it is important to go through e-mail contents of the strategy of clearly defined objectives. Trying to increase sales? Grow your list? To raise awareness? A more detailed you get, the better it is. When the objectives are in place, you can create content around their implementation. For example, if the main objective is the sale of the product, you probably do not want to develop a strategy that focuses on content offerings and promotions.
Target Your Message: A good email list should be well-organized and segmented, allowing you to tailor your messages to the most relevant audience. Generic mass emails will typically result in very low open rates and click-through rates.
Hold Editorial Calendar: Although it may seem like a chore, an editorial calendar is incredibly useful to help define a content strategy and keep all team members on the same page. You do not have to live by it – there are situations where it makes sense to depart, and a timely message related to something in the news or pop culture.
Test Content: No matter how much you think you know your brand, test out a variety of formats and content. The results may surprise you.
Balancing Promotions with animation: Because email has such immediate and measurable response, it can be tempting to pump ever-promotional messages. With a big list, you may achieve a few sales for each email, although you will probably have a pretty low open rate and high unsubscribe rate. If you want to keep the size and quality of your list, consider including non-promotional messages in your strategy. It may seem paradoxical, but the content more interesting and relevant that you send, the more likely that your recipients open your e-mail and the more likely you are to make the sale when you submit your offer. Nobody wants to be sold, but everyone likes to have fun. Keep this in mind as you develop your content.