Craig Fitzgerald

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

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.

The 4 Stages of Engagement

There is no debate: Relevant, meaningful, authentic content is the key to inbound marketing. It's paramount to attracting customers to your brand and keeping them engaged; especially when they're out of their normal buying cycles. It's a means of building loyal relationships that last. The problem is, one-size-fits-all content won't work throughout that lifecycle. Your content must be tailored to your customers at each stage of their journeys and kept current to maintain their interest.

What Content Marketers Could Be Doing Better

While content marketing is one of the hottest topics in marketing today, there are still a lot of marketers just ramping up programs or working to find the resources to execute one. For the second year in a row, digital marketing company IMN polled marketers across multiple industries to learn more about the current state of content marketing programs and ways in which improvements can be made.

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.