What’s Your Content Really Saying?

How many times are you rushing to complete a project, and you somehow find yourself juggling a myriad of super-important tasks such as coordinating with a designer on aesthetic revisions, loading an email into your email service provider plus downloading/uploading a mailing list from your CRM tool?  And don’t forget about performing QA on the email for spelling and grammar, links and browser compatibility.

It’s no wonder that sometimes the most important part – the content of the email – gets lost in the shuffle.
With this challenge in mind, I wanted to outline a few tips to ensure your content and message stays front and center as the most important part of any email marketing campaign:

  • Begin with the end. This phrase simply means that you should first identify the intent of your email campaign.  Is it to educate people via an email newsletter or inform them of a limited time offer?  Once you determine your most desirable outcome, you can begin shaping the content.
  • Remember your audience. Just as important as the above point is to remember who you’re emailing.  Different list segments and audiences will be more receptive to certain messages and offers – don’t fall into the trap of one-size-fits-all marketing.
  • Keep it to the point. It’s not a secret that most of us suffer from overflowing inboxes so getting our attention is hard – and keeping it is even harder.  Try to keep your email copy at a reasonably short length and break it up by using bold or italics to emphasize key points.
  • Don’t neglect the subject line. So often, the email seems well-written and thoughtful yet the subject line says nothing about the content or company itself.  One idea I employ is to write the email, draft five sample subject lines and then send a test email with each proposed subject line.  Seeing the actual email with the subject line in your inbox often makes choosing your favorite easier.
  • Test different messages. Online marketing, and specifically email marketing, is a place where you can easily test different content and messages and analyze your results with numbers and statistics.  As opposed to radio, television or print, you can see what messages resonated with viewers so you can create even better content in the future.

With these tips in mind, you can begin to strategize and draft content that really gets your message across with clarity and conviction.  Now go write some amazing content!

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