To get your email opened and read, you understand the importance of sending it at the right time. You understand the importance of a compelling subject line. You understand the importance of segmentation: sending the proper message to the proper group.
So now you’ve got them interested in your email, but what are you going to talk about? Many marketers get stuck here. Deciding what to write can be a little less confusing by following these concepts.
- Focus on being relevant. Make sure that you know what your audience values: ask your customers and prospects what type of information they would like to receive in their inbox.
- Figure out how much is enough. How much content is that? Keep in mind that a majority of people will be viewing your email from their mobile device, and will likely not have/not take the time to read a lengthy email.
- Turn questions into content. Remember, you are the expert in your business or industry, and your customers typically are not.
- Use images—great images! Or video! Just be sure your email is optimized for mobile, and that images don’t dominate your content.
- Use the internet to help you find content: blogs, RSS feeds, Twitter trending topics and Google alerts are a few great resources.
Here’s a list of ideas to get you started today!
- The Year in Review
- Weekly/monthly calendar of events
- Answer a frequently asked question (or two or three!)
- Welcome a new staff member
- How to…
- Announcement of new product/service
- News of awards/achievements
- Shareable content (like photos, gif’s, and infographics)
- Video of employees/staff volunteering in the community
- Picture and caption of unique event/crazy weather
- Special offer/sale/promotion
- Anything “behind the scenes”
- Invitation to an event
- Highlight customer/charity/another business
- Curated content with link to original source
- Teaser text and link to your blog
- Request for help, volunteers needed, etc
At the end of the day, it’s so important to remember that content marketing really isn’t about what you want to say, but about what your audience wants to hear. You know your tribe, so speak their language! Marketers who can remember this and implement it will do well.