There may not be too many email marketing best practices, but there is more than a couple, & I wanted to focus on one of the keys to doing email marketing right and that is using great content.
In the past we touched on content on a website but now we are going to look at content in an e-letter.
Email Marketing Best Practices
Today I’m going to focus on content marketing as an integral part of email marketing efforts. If you need to limit what you do to improve your content marketing next year, here are a few suggestions:
Know what your customers want
- Do they want promos? Do they want thought leadership? Ask them! Send out a survey via email and provide options. If you’re a restaurant, perhaps people want recipes and specials delivered to their inbox. If you’re a nonprofit, your list may want to see photos of the good you’re doing – and don’t forget to include a call to action link! The most popular option should be what you focus on. As a business you should make this a New Year’s resolution. Send the survey out as your January or February communication. Your customers want to know you’re listening to them, so make sure you do. Don’t ignore the results of the survey, act on them!
Don’t write a novel
- I mean, I know you won’t write a whole novel and put it in an email, but don’t make it a novella either. You need to keep it short. You know how crowded your inbox is and how precious your time is. Do you think your customers have more time? Less email? If you have more to say than a few short paragraphs, then link to the content on your site or your blog – that’s the real reason you sent the email, right? You want people engaged with your brand. Engagement does not equal reading an email, engagement equals going to your site and exploring everything you have to offer.
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