Email Content

The importance of good email content

So you’ve got your email delivered into the inbox and persuaded your reader to open your email, it’s time to give them the content they want.

If your email contains nothing of interest or doesn’t meet the expectations you’ve set in your subject line your readers will simply stop opening your emails or worse unsubscribe or junk them.

The quality of the content is not just in the writing, it’s delivering something of value to your readers, and it’s about meeting the expectations of why they signed up in the first place.

Simply ask yourself this: Why did my subscribers sign up to my email list? Does the content I provide meet the needs of my readers?

Deliver the content you promised in your subject and at the time the reader signed up to your newsletter. Defining what your email newsletter is about and keeping this in mind is useful when you are writing the content for your emails.

Is the purpose of your email?

* Keeping in touch with customers about your companies news and developments
* To sell new products
* Providing product updates or support/training
* Building your brand
* Customer retention
* Free content to up-sell to a paid product
* Part of a subscription

Knowing your audience and what the purpose of your email is helps you provide content that gives your readers something of value and a reason to continue opening your emails.

If you know enough about your readers you may want to segment and deliver content based on certain demographics. For example if your company sells sports clothing you could send an email to your male subscribers with one type of offer featuring sports clothing aimed at them and similarly for your female readers. You may even base your content on a specific region, for example an event taking place in Scotland may not necessarily appeal to those living in the south of England.

What kind of content works best? Here are a couple of ideas

News or product reviews. Play.com send regular updates on new releases, very often tailored to what you have bought previously, this also has the added benefit of driving traffic to the website to find out more.

Promo’s and special subscriber only deals – Waterstone’s do this regularly, often sending out special promotion codes in their emails, with details of what books can be bought and when the promotion ends.

Useful information or training/knowledge about your product or service, how your reader can get the most of out the software they may of purchased from you or where they can go to find help for commonly asked questions.

Free information or tasters of your product or service – perhaps you allow readers access to certain information or products for free, it helps build your relationship with them and build up trust with a view to converting them into a paying customer or client.

Phil Monk

I am a email marketing consultant with over 10 years experience running B2C, B2B and eCommerce campaigns. I’ve also run and managed SEO and PPC campaigns

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