Craig Fitzgerald

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.

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.

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