The community of marketers have now seemingly divided into two camps. Those who claim that e-mail marketing is dead and therefore there is in need to develop this strategies, and those who still believe that e-mail marketing still as a lot to offer. On the one hand people do tend to communicate less by e-mail using mostly messengers and video conference. On the other hand the technological possibilities of those tools are still quite restricted and therefore e-mail marketing still has a huge potential to share information with a potential client in the most creative and engaging manner.
How do you create modern and engaging content for e-mail marketing nowadays?
Email marketing is all about expectations, and it’s up to you to set them.
If your call to action is strong, and your follow-up is consistent, then you can count on a positive campaign.
However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure.
On the contrary, if someone is expecting daily updates or critical product updates and you don’t’ deliver, then they are likely to be just as upset in that case too.
This is why the first follow-up email is so crucial to the success of your email marketing efforts.
Almost all email service providers give you the option to create an auto responder sequence, and it’s imperative that you take advantage of it.
The initial follow-up email should be sent immediately as a way to introduce yourself and detail what you plan on doing with your new subscriber’s email address.
It’s better to be long-winded and detailed than it is to be quick and unobtrusive, but if you can pull off quick and concise, then more power to you.
From here, it’s simply a matter of living up to their expectations.
Principles of writing a newsletter
While we’re on the topic of content, let’s talk about the difference between a good newsletter and a bad newsletter.
The first sign that you’ve received a bad newsletter is that you don’t recall ever asking to receive it.
Typically, this happens when a business either fails to maintain a regular email routine or uses poor form and manually adds someone to their list after receiving a business card or personal email.
Make sure everyone remembers you—the best way to do this is not to let your emails lapse for too long. Try to send at least one a month, with one a week being closer to ideal.
I find that the most compelling newsletters are those that do a great job of mixing messaging and updates.
For example, while the email might contain a list of product updates and images, it’s balanced by a personal message or friendly memo.
As a rule of thumb, try to use your newsletter as a way to further your relationship with the reader/customer rather than to pitch them.
Save the pitch for unique updates, offers, blogging and announcements.
