I recently came across an interesting LinkedIn discussion claiming content was “King” when it comes to communication in social media. Here at Kobemail I’d say we not only have to agree with this article but have extended this theory to be correct for our industry as well, email marketing.
Here are some tips on how to have successful content within your email:
Audience– Understand who you are reaching and what they want to read about. Make sure that what you are writing about is of benefit and relevant to the user. Understand their culture and cater to their tone of language. If these are professional don’t write to them as if you were speaking to a group of high school students and visa versa; know your target audience.
Get personal- Including a user’s name in an email can give the recipient a sense of familiarity and recipients appreciate this type of personal approach. Don’t force a highly personal relationship but formulate your emails so that users feel as if you care about their needs. Implement a familiar tone and give your mailers a personality in an attempt to build strong and lasting relationships with your readers.
Engagement– In email marketing you have a very limited time to convince your readers that you have something to offer i.e., that you aren’t sending junk mail. Keep your content short and to the point. If you have a lengthy newsletter, you can always add links to shorten articles and drive traffic to a site where the rest of the content is displayed. It is also important to consider your fold line, above which is what the user sees when first opening and before scrolling down, and make sure to include some sort of call to action or attention grabbing content.
Hope these little tips help you to create and optimize engaging campaigns with the “king” of email marketing success – content.