Email Marketing Tips Blog

Let’s get right to the “meat” of this topic and that’s ideas for newsletter content. We know you’re probably using surveys, web forms, contests and analytics to gather valuable information, so you already have topics and categories of interest to your audiences. Excellent! But how do you present it in ways that will keep them opening, reading and acting on your email messages? Variety is key!

For those of you who missed Part 1 (scroll down), here are some of the most common topics/formats for newsletter content:
-    Case studies
-    Tips and tricks
-    Opinions, reviews
-    Expert articles.
-    Surveys
-    Contests
-    Event info
-    Interviews

We have a few more “tricks” and tips up our sleeve, and while some may sound gimmicky, they work – if the content is relevant! Newsletter writers (and sales reps) have been using these formats for years with great success, so try a few out:
·    Problem/Solution Scenarios: It’s classic Solution Selling except it’s NOT always about your product. Surprised? Readers get tired of constant “pitching” and eventually tune it out. Do it  too many times and your message goes straight to the junk folder. So use your customer data and knowledge of your target markets to offer realistic problem-solution scenarios. Keep it short and concise, but deliver a solution, and include any sources, links, or stats that may also be useful to your readers. That’s value!

·    Product Reviews: You guessed it! You’re reviewing complementary or new products that may assist and/or entertain your customers in a variety of areas – business, personal, career, home and garden – the list is endless. And don’t forget the links!

·    Note to the savvy: it’s always useful to buddy up with other marketers who have complementary products and services. The more exposure the better!

·    Feedback Column: Obvious? It’s one of the most popular columns in traditional and online magazines, yet email marketers don’t use it as often as we should. When you take the time to read and comment on customer feedback, it strengthens relationships and brand loyalty, and gives you an opportunity to demonstrate your expertise. And like surveys, it’s FREE market research.

·    Anecdotes, Jokes, Worst and Best, etc: Okay, here’s where I may get a snicker or 2, but I bet some of you have already had “hits’ with this format. If so, please let me know! Here’s the thing: when you share stories and jokes with someone, it gets personal, and that’s can be the “glue” that helps create strong relationships. Use your judgement, of course, and base it on audience profiles, but everyone likes true life stories, especially horror stories, like Worst Honeymoon/Cruise/Date, etc. Or Best Shopping Day, etc, etc.

So… inform AND entertain your readers. It helps to balance out those sales pitches!

Tags

autoresponder, autoresponders, email, email marketing, marketing, news, newsletter

This entry was posted on Thursday, October 8th, 2009 at 9:56 am and is filed under autoresponder, autoresponders, email, email marketing, marketing, news, newsletter. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.