SUBSCRIBE TO THIS FEEDHow to create content that generates results
Recipients will often absently click "This is Spam" if they don't like the content, regardless that they opted in to the list. Focusing on content development is one of the most important things you can do to ensure your email success.
Unfortunately it's not as easy as creating an editorial calendar and sticking to it. This month we'll cover ideas on how to develop content that drives readership and engagement, and keeps the recipient's mouse off the "This is Spam" button.
Passing the WIIFM test
It's easy to get caught up in your organization and expect that everyone would be as happy as you to learn about your products or services. But that's not necessarily the case. Communicating the content you're sending to recipients may be very valuable to your company, but that content may not hold value in the eyes of your recipients. To put it frankly, you have to be certain your content passes the "What's in it for me?" test. What's the value of your content to your recipients? If you're struggling to identify the value, your recipients certainly are too.
Make them feel special
An easy campaign to run is sending an email to recipients during the month of their birthday with a special birthday offer. For example, include a coupon for 20% off or a small free giveaway. The keys to success for a birthday offer are 1) it's highly relevant to the recipient so he or she is far more likely to read the message and 2) it shows your company has a personal interest in the recipient, not just a financial interest. To accomplish this campaign, you only need to collect the birth month of subscribers at opt-in.
Other timely and personally relevant campaigns that could make sense depending on your organization might include: a recipient's wedding anniversary, a spouse or child's birthday, a customer's anniversary with your company, etc.
It's still okay to sell your products and services
Analysis of email reading habits and click-through rates proves that users are interested in and willing to accept advertising, self-promoting news, and coupons that introduce them to new products and save money. Moreover, high-quality content can boost the results of these promotional efforts. Well-received content might include a mix of some of these items:
* Profiles and success stories from your customers
* Tips and tricks of your trade
* News updates
* Analysis of trends in your field
* Educational material
* Event announcements of interest to your customers
* Coupons offering discounts or special purchases
Don't just talk at them - Engage them!
Don't just tell recipients about a new product. Let them know where they can get more information by providing a highly visible, clear call to action that prompts them to click for more information. This link should go directly to the page with more detailed information about your new product, not to your home page or to a product category page.
When your content is useful and informative, recipients may want to share with co-workers, friends or family. Provide recipients with an easy method to send this valuable content to others. Include a "forward to friend" or "forward to colleague" button or text link in every message, toward the top, and always in the same location.
Finding compelling imagery
To generate additional interest in content, intersperse relevant images within articles. A great place to find artwork for messages is on www.istockphoto.com. iStockphoto offers a large collection of royalty-free stock photography and vector illustrations. You can purchase a stock image for as little as $1. Higher-resolution images are available for more money, but since email only requires low resolution, this is usually more than adequate.
Other places to find content
If you're short-staffed, some other places you could look to for content include:
* Syndicated content
* Freelance writers
* Trade associations
Be sure that this content meets the above guidelines and edit if needed to ensure relevancy to your audience.
Following these guidelines while focusing on content development can help ensure that your email campaigns are a success for both your readers and your organization.
Unfortunately it's not as easy as creating an editorial calendar and sticking to it. This month we'll cover ideas on how to develop content that drives readership and engagement, and keeps the recipient's mouse off the "This is Spam" button.
Passing the WIIFM test
It's easy to get caught up in your organization and expect that everyone would be as happy as you to learn about your products or services. But that's not necessarily the case. Communicating the content you're sending to recipients may be very valuable to your company, but that content may not hold value in the eyes of your recipients. To put it frankly, you have to be certain your content passes the "What's in it for me?" test. What's the value of your content to your recipients? If you're struggling to identify the value, your recipients certainly are too.
Make them feel special
An easy campaign to run is sending an email to recipients during the month of their birthday with a special birthday offer. For example, include a coupon for 20% off or a small free giveaway. The keys to success for a birthday offer are 1) it's highly relevant to the recipient so he or she is far more likely to read the message and 2) it shows your company has a personal interest in the recipient, not just a financial interest. To accomplish this campaign, you only need to collect the birth month of subscribers at opt-in.
Other timely and personally relevant campaigns that could make sense depending on your organization might include: a recipient's wedding anniversary, a spouse or child's birthday, a customer's anniversary with your company, etc.
It's still okay to sell your products and services
Analysis of email reading habits and click-through rates proves that users are interested in and willing to accept advertising, self-promoting news, and coupons that introduce them to new products and save money. Moreover, high-quality content can boost the results of these promotional efforts. Well-received content might include a mix of some of these items:
* Profiles and success stories from your customers
* Tips and tricks of your trade
* News updates
* Analysis of trends in your field
* Educational material
* Event announcements of interest to your customers
* Coupons offering discounts or special purchases
Don't just talk at them - Engage them!
Don't just tell recipients about a new product. Let them know where they can get more information by providing a highly visible, clear call to action that prompts them to click for more information. This link should go directly to the page with more detailed information about your new product, not to your home page or to a product category page.
When your content is useful and informative, recipients may want to share with co-workers, friends or family. Provide recipients with an easy method to send this valuable content to others. Include a "forward to friend" or "forward to colleague" button or text link in every message, toward the top, and always in the same location.
Finding compelling imagery
To generate additional interest in content, intersperse relevant images within articles. A great place to find artwork for messages is on www.istockphoto.com. iStockphoto offers a large collection of royalty-free stock photography and vector illustrations. You can purchase a stock image for as little as $1. Higher-resolution images are available for more money, but since email only requires low resolution, this is usually more than adequate.
Other places to find content
If you're short-staffed, some other places you could look to for content include:
* Syndicated content
* Freelance writers
* Trade associations
Be sure that this content meets the above guidelines and edit if needed to ensure relevancy to your audience.
Following these guidelines while focusing on content development can help ensure that your email campaigns are a success for both your readers and your organization.