Email Marketing - Creating Valuable and Relevant Content

In the last two weeks we talked about growing your Email Marketing list and how to get your Emails opened. Let’s say your recipient has opened your Email or E-Newsletter. Success! Now what? Well, you don’t want him or her deleting your Email or unsubscribing to your E-Newsletter, that’s for sure. Keep your target audience happy and wanting more by providing valuable and relevant information that he or she can’t get anywhere else.

Create Valuable and Relevant Content

Be a resource

• You want people to save your Emails or E-Newsletters so they can refer to them time and time again when the need arises.
• Provide information that is not available on your website so your E-Newsletters are more valuable to your target audience.
• Share your knowledge on a particular topic that your customers may not already know about.
• Share information that you have access to that your customers don’t.
• Make sure your topics are relevant to your target audience. It can be related to seasons, holidays, financial or economic factors, etc . . .
• Keep your articles short with a “Click here to learn more” which can take them to your blog.

Shorten the decision cycle for your customers

• Recommend a best option or highlight a special promotion.
• When you give several options for a product purchase, your recipient won’t be able to decide right away and put it off until later . . . or never.

Preferred Customer Program Rewards

• Include a coupon as a “thank you” for being a loyal customer.
• It can be a discount or dollar value off a product or service or admission fee to a special event that you are hosting.
• Make sure it truly is a special “thank you.” Don’t offer the same discount on your website to any casual visitor.

Check back next week when I share some tips on how to get people to forward your Email or E-Newsletter.