Keeping Email Content Interesting

In email marketing, there are a few golden rules to follow. Forgetting any of these rules can lead to a marked decrease in the effectiveness of your marketing campaigns, which is something no business wants to experience. Chief among these rules is to keep your email marketing messages interesting.

Obviously you are not sending out boring emails on purpose, but many email marketers get stuck in the trap of thinking that if the content is interesting to them, then it will be interesting to their readers. Unfortunately, this is simply untrue a large majority of the time. It’s an easy mistake to make, but one that you should watch out for, because the results will be less than pleasant.

Once you acknowledge that keeping your email marketing interesting to the reader is the most important thing to consider, here are a few concrete suggestions for ways to do that.

Survey your readers.
Ask them what they want and need. Everyone loves being given the opportunity to talk about themselves, and a survey lets your readers do just that. For best results, keep the number of questions low, and the questions clearly worded and to the point. Your readers are busy and most likely, do not have the time to answer a long list of questions.

Have special, incredibly useful VIP only content.
Here’s where the results from the survey come in handy – not only can you use that information in future product and service development, but it also gives you the opportunity to figure out what they are interested in at this moment and then provide it to them. When email list members know that in addition to your marketing, you provide useful, actionable content that only they get access to, your open rates will soar.

Have a reader questions column.
Encourage your readers to submit questions that you will then answer in your email campaigns. Not only does this give you even more information about your readers’ wants and needs, but it gives readers who submit a question the opportunity to be featured – which is interesting to them, of course – and chances are, if one person has that question, several do, so your answer will be interesting to them as well.

Have a featured client column.
Pick a customer or client who has purchased your offerings in the past, and do a short write up about them. It will be a pleasant surprise for the client, and it fosters a sense of community, which tends to increase goodwill towards you and your business.

Encourage engagement and interaction.
The willingness of your email list to interact with you and your business is, by far, more important than the sheer size of the list. From now on, every time you send out an email campaign, ask yourself if it will be interesting to the reader and what kind of response or action it will prompt them to take. If it will not be interesting to them or will not prompt them to take some kind of action, then rethink the campaign


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