Keep Email Marketing Fresh With Engaging Content
Email is a key vehicle for your brand to reach loyal customers with opt-in communications. However, your business has to be aware of inbox blindness. To encourage more consumers to open your emails, it's important to keep content fresh, engage customers and build a following through meaningful communication.
A successful email campaign begins with great content that offers value to your subscribers. Cut through the clutter by offering meaningful insights to readers. Think like a publisher and immerse yourself in the content marketing business. Traditional media has to engage and inform in order to sell; it’s the same with digital communications.
By delivering useful and meaningful information, you become one-half of a trusted relationship. Weekly deals and special offers don't consistently engage your customers, especially when they’re out of a buying cycle. Content should provide added value relevant to your subscribers. It shouldn’t be solely focused on your brand or offerings.
For example, a local bank might pique reader interest in its e-newsletter by including information on converting a traditional IRA to a Roth IRA; a restaurant might tie in interesting community events. Topics like these are related to your line of business, but aren't blatant marketing or promotional pieces.
Time Your Communications to Avoid Overload
The frequency of email communication is very important — you don’t want to oversaturate inboxes. Since email is a very personal channel, be careful not to overcommunicate. The appropriate number of emails per month depends on your business, but one or two per month is usually a good benchmark. Monitor open and clickthrough rates to judge if you're properly timing your communications.
The day and time of day your communication is delivered are also critical factors to monitor. Restaurants looking to fill tables on a slow night might find it effective to send on a Monday or Tuesday afternoon, while a motorcycle shop may have better success delivering on a Thursday.