In my last email marketing post, I
talked about the importance of creating a short and precise subject
line which is enticing enough to get subscribers reading your
newsletter. Now the next step will be to get them interested in the
content that you have prepared.
The content of a newsletter is the most
time consuming part when creating an email marketing campaign because
the offer, the product and sometimes even the brand itself need to be
introduced. Or don't they?
In my opinion, a newsletter is a
teaser, a shop window so to speak where subscribers get the first
glance of what is in store for them. The content therefore needs to
be exciting, personalised and specifically targeted to the respective
audience. A mailer that has too much content can sometimes frighten
the reader of as it takes too much time to read through all the
marketing blur.
Always keep in mind that there are
images that highlight the essential parts of the content hence, there
is no need to go into too much detail. Besides, the mailer is meant
to re-direct the subscriber to your website, shop or social media
page to then engage, purchase, book or communicate with you. At that
stage, all the details need to be in place, no sooner and no later
than that.
Therefore, when you start working on
your Easter email marketing campaign this week or even next week, try
not to spend too much time on the content itself. Remember that the
essential bits will be explained on your website and that the mailer
is there to get people interested and eager to do whatever you want
them to do.
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