Striking the Right Balance With Email Content
When email marketers talk about “the right amount of content” to send to customers, often they're referring specifically to the number of emails sent within a given time period. From a strategic perspective, the rule of thumb has been if the message is relevant, then it's worth sending. From a creative perspective, determining the right amount of content for a specific campaign is less clear cut.
Ultimately, the purpose of almost all email messages is to facilitate engagement and guide recipients to take action on a landing page or website. Generally, the most effective way to do this is to highlight critical content that's easily scanned and acted upon. Sometimes though, you have to include more supporting content to get to that point. The question is, once you consider such factors as inbox competition, emerging communication channels, changing consumer habits and rendering issues, what's the right amount?
There are four factors to consider when trying to determine your customers’ email content tolerance: brand enthusiasm, message criticality, predictive rendering device and current data. Here are more details about these factors:
This is where marketers have to be honest with themselves and understand their brand’s perception and reason for existing within the marketplace. For example, if your primary product is insurance, chances are there will be less enthusiasm for your messages when compared to a favorite retailer. In this scenario, your best bet is to focus on your core message and communicate it as quickly and effectively as possible.
Of course, this is advice all email marketers should adhere to. But the difference is that some marketers may have additional flexibility to craft a story or theme within a given message where the brand experience is as important as the specific message itself.
Working with the assumption that the basic purpose of your message is relevant, there are still varying degrees of urgency among your desired messaging points. They key is to determine what's needed to drive immediate engagement and what can be communicated either at a later date or once on a web page. This can be a little tricky in some scenarios, such as a welcome message.
Related story: 6 Steps to a Successful Subscriber Preference Center