Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

4 Steps to Create Content Gmail Users Won't Unsubscribe From

July 30, 2014 By Craig Fitzgerald
Get the Flash Player to see this rotator.
 
In early March, Google announced that a new, clearly marked "unsubscribe" link would appear at the top of the header field in marketers' emails. The feature will be made available for most promotional messages with unsubscribe options. This is just another step—following the addition of the separate promotional tab—making it easy for Gmail users to remove irrelevant marketing messages from the inbox. Now more than ever, email marketers must be sure they are delivering relevant newsletter content for their readers, or emails will never hit the inbox at all, let alone be opened.

According to IMN's "Second Annual Content Marketing Survey," more than two-thirds of marketers state that monthly newsletters are an effective content marketing tactic to engage with customers and prospects. Relevant content not only strengthens relationships with the recipients, but also provides an opportunity for follow-up, which can turn casual newsletter readers into purchasers, no matter where they fall in the sales cycle. Before relevant content can be crafted, organizations need to align content to the goal. For example, if customer and prospect engagement is a top goal, thinking about the top five questions a prospect might ask and delivering that content would be a sound strategy. 

Establishing a content strategy begins with asking basic questions such as:

  • Which customers are you trying to reach?
  • What are your content marketing goals? Is it retention? Upselling to current clients? Or is it just awareness of your brand?

Once those basic questions have been answered,  there are several core best practices to keep in mind in order to effectively leverage content as a tool for improving customer engagement and loyalty.

Here are some best practices that marketers should follow to craft email newsletter content that is compelling, personalized and engaging for readers—content that they will not only continue wanting to receive, but will look forward to reading.

  1. Authenticity—Content must be authentic; it can't focus just on the sale. Consumers don't want to be part of a community just to be the target of veiled advertising. If the content isn't informative, engaging or entertaining, then consumers will view the communication as an annoying disruption that negatively impacts their dialogue with the brand.
  2. Frequency and Variety—To create a solid pipeline of fresh, engaging content, a mix of content types can be an effective approach—combining text, images and videos across topics including new product reviews, lifestyle tips, localized content, quizzes or open questions and trend articles. As long as there is tangential relevance to the brand, the diversity of content keeps consumers clicking.
  3. Relevance—Social media, email, mobile or a website are all effective tools to heighten interaction with customers. Who are your customers and what are they interested in? Content that speaks to them as individuals and relates to their everyday interests will keep them engaged and encourage them to participate in conversations.
  4. Transparency—While positive content and feedback is always welcome, negative comments are inevitable. Brands that seek to cover up or hide those unpleasant realities, in the end, only do themselves a disservice. Instead, remaining transparent and showing other consumers how your brand responds to negative feedback and experiences provides a way to actually increase loyalty and positive sentiments.

A comprehensive newsletter program will provide metrics on delivery statistics, open rates, when content items were read and by whom and the return path readers took to a website. Knowing what content was read will help tailor future offers to specific customers and prospects, but also tailor the newsletter content for future campaigns.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more! Monthly Giving: The Sleeping Giant

One of the only books for fundraisers on monthly giving! Tips on how to make monthly giving work alongside other fundraising effortsHow to acquire monthly donors through different channels such as email, social media, direct mail, television and radioAnd much, much more!...

ORDER NOW

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: