Get Your Content Right For An Effective Email Campaign

Email marketing can be an extremely effective marketing tool when executed properly. Most importantly, the content in your email should be compelling, and have some intrinsic value for the reader - if you bore them this time, they’re unlikely to reader any future emails.

One thing to bear in mind before writing your content is getting past the spam blockers; junk filters are quick to block suspicious messages. This is why it’s important to avoid spammer’s language; words and phrases such as ‘FREE!’, ‘Buy now!’, ‘Congratulations’ and ‘Winner!’ should be avoided at all costs. Spam filters are quick to pick up on this typically sales-like jargon and so are your readers.

Words are at a premium in your subject line - you have to make the biggest impression in the fewest words, so try to ensure it is intriguing without being too pushy. Good subject lines will offer to solve a problem, describe a benefit or arouse curiosity; this should lead to a click through to the rest of your content. Using an editorial magazine style often helps when writing the subject line and ellipsis (…) at the end of a sentence always creates a sense on intrigue…

The main bulk of content in your email needs to be specific to your target reader; think about what your target reader would like to hear. Mistakes are often made when emails are written without with target audience in mind; the content is meant to build relationships with potential customers and make them feel like a pal. Write your email like you were writing to a friend in a one-to-one exchange and avoid any sales talk, encouraging a closer relationship with your readers.

Your email must be structured; a common structure involves discussing a problem your reader might have and then offering them a solution - the solution being your product or service. This part of the email must be concise and stick to the point, you don’t want the reader to lose their trail of thought and you want them to stay focused on one thing and one thing only - your service or product!

Your content needs to be well layed out - break it up with headlines, captions, bullet points or lists. If your reader clicks on your subject line to find an email with rows and rows of text; it will not be read! Sub-headings and captions make text easier to read, allowing a reader to select the sections they’re interested in at their leisure. Content needs to be broken up, short and snappy or you will turn readers away.

You should always include links to your wbesite in the content of your email - this will increase hits to your site and encourage readers to find out more. You could also link to an online form for readers to fill out for more information, keep the form short and sweet, readers don’t want to be spending more than a minute filling it out - you could also include a phone number for the same purposes.

It’s important to track your email once it has been sent; your subscribers will tell you what you are getting right and what you are doing wrong and it’s important to listen to their views. From this, you can improve your email marketing campaign for next time. Don’t be disheartened if your email campaign takes a while to get started, the feedback you receive is essential in making your email a success.

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