It may sound like a no-brainer, but the most important part of your email is the content. Email was created to easily transmit written correspondence. It’s a digital replacement for a physical letter. Just as with snail mail, email has evolved and changed. The original purpose, a simple text correspondence, is sometimes lost amidst complicated layouts, unnecessary images, and other marketing trends.
To improve the overall quality of email campaigns, marketers need to return to the basics. That isn’t to say that all advertisers should abandon pictures and flashy layouts, for some companies that works. Still, the primary focus should always be on messaging and content. This is especially true for those new to the industry.
The email marketing business today is more competitive than ever. A great deal of bad email has been sent out and users are more savvy and skeptical than ever before. While this means that content is held to a higher standard, it also makes good content that much more welcome.
Being successful in email marketing today isn’t as simple as slapping together a message and pushing it out thoughtlessly to a list. Recipients demand quality and value from email, now more than ever. Unfortunately, many marketers have responded to these demands with gimmicks and marketing fluff, rather than improving their content.
In our 15+ years of experience, we have seen many beautifully designed emails fall on their faces because they do not offer anything interesting to the recipients. We’ve seen beautiful, organically collected, highly interested list members turn on their senders in an instant. These phenomenon are not rare unfortunately and could be avoided if marketers put more effort and thought into campaigns. Keep in mind that the dangers involved in email marketing are inversely related to how many times you mail to a recipient. The more often they receive a useless email, the more likely they are to click the unsubscribe button, or even worse, mark the message as spam.
If you’re going to spend your money on sending out an email campaign, make the content worth the price! Do you homework and create some AWESOME content, otherwise your email campaign won’t do you any good and could quickly turn against you. There is a ton of information on the web about how to create a good email campaign, and we offer a lot of wisdom and advice on this very blog, but no one can learn to be a great marketer from one advice blog or “10 great tips!” write up.
If you care about your business and really want to make the plunge, take some time to study the subject. More importantly, create something that you’re proud to send. Review it; ask for the opinions of your colleges; send it to your spouse and kids and ask them what they think. Email marketing can be a very powerful tool. With the right amount of time and support, an email campaign can be the leading charge and most profitable portion of your marketing efforts.
As for us? We’re always here to provide you with the best database management, statistic tracking and sending tools possible. We’re also happy to consult with you on design and content ideas if you run into a road block. We want you to be a successful email marketer. As your business grows, so does ours!