I’ve been long singing the praises of email marketing. When done properly, email marketing can be very effective at driving sales and improving customer retention. However, the success of your email marketing campaign relies heavily on the content contained in your emails. If the content doesn’t suck readers in, they’re going to stop opening your emails and eventually unsubscribe from your list.
That’s why it’s so important to make sure your eNewsletters contain a good balance of content. I’ve found that it’s usually not enough to send one sales pitch after another to email subscribers. You have to balance out your marketing messages with content that rewards readers.
What type of content is that?
Anything that’s useful or helpful. For example, let’s say you own a home improvement store. While you certainly want to keep customers updated on any sales you might be having, you don’t want every message you send to them to be a sales pitch. They’ll tune out.
You’d need to balance out those sales pitches with useful content. In this case, it could be an article with tips for building a deck on your home, a guide to home improvement projects that add the most value to your investment, or even a funny picture or video loosely related to home improvement.
Content like this keeps readers engaged. It gets them to open and read your emails, and it makes them more receptive to your sales offers.
Take a look at your newsletters and email marketing content. Does it have a healthy balance?