Finding and Creating Amazing Content for Email Campaigns
Building a huge list with opt-ins won’t get you leads until you capture the top tier of your audience’s inbox.
Content has a big say in your email marketing’s success. An estimate says, 40 percent of your success with email marketing depends solely on your content.
The competition is high, and the only way to accomplish a so-called fixed spot in your recipient’s inbox is to deliver highly relevant and attractive content. Learning from data and proper segmentation are the keys to unlock this way.
Using these ways, you can deliver a highly relevant message to the highly relevant person at just the appropriate time. So, when devising your email marketing strategy for this year, keep the following things in mind.
Inundating Your User with Irrelevant Content Will Backfire.
People are just fed-up with irrelevance. In this era of costumers, they want highly personalized content and that too with easy control on what they receive and what not.
Yes, when I say that irrelevant content might revoke a revolt, I point to this ‘right’ of consumes which they are completely aware of.
Today, there is a strong dislike among consumers about what they say and an expectation for unconditional acceptance for whatever I like or endorse
This attitude is manifesting itself in every business especially ones related to digital media. Plus, people have a finite capacity to focus. So, they will immediately divert if they feel that you are wasting their time.
Segmenting Your Content
To target different audiences, they must be segmented first. The first benefit of segmentation is Dynamic Content; varying content for different audiences.
The best part of dynamic content is that you can experiment with it with as much freedom as you like. You should give thought to the following ideas to start devising your dynamic content strategy for a powerful engagement.
Dynamic Content Experimentation Ideas
Images: A famous saying goes: “A picture says a thousand words.”
Images are one of the most engaging elements to use when crafting dynamic emails. Depending on the recipient’s gender, age, profession, social likes, and dislikes, relevant images can develop a strong sense of personalization and trust with the recipient.
The resemblance that emerges here is a great way to make them feel that you belong to and care for them. Localized images are also effective in this regard.
Offers and incentives: A fixed template design doesn’t allow you to freely customize your content to include customized offers and incentives. But dynamic content allows an easy way to test incentives and offers so you can develop an insight into what incentives would appeal to what subset of the recipients i.e. some recipients will be attracted towards cash rewards, some towards discounts, while others may respond better to an event pass. In the end, it depends on how you segment audiences to take full advantage of these insights you get from here.
The “From” slot: The benefits of localization are not limited to images and stories. You can localize the element of “From” in the emails to benefit from this attribute as well.
The name against the FROM on your organization’s emails can emotionally touch the individuals if they are chosen carefully. Even, your recipient might decide whether to open your message or not depending on who is it from.
So, an important question that you need to ask yourself before sending these emails, “Who manifests a more emotional relationship with this recipient?” Superintendent? Curriculum Director? Buildings & Grounds? Make sure you address this question on a human level, not on a corporate level.
Smart Work can Reduce the Legwork of Content Creation
The following are some content acquiring techniques using which you can give yourself extra time to focus on more creative parts of your marketing strategies rather than being entangled in some relatively trivial works.
Re-use & Recycle
You can create a Credential-Excerpt that contains an image, address, etc., for every recipient, and then use these excerpts every time you need to send a message.
Reuse and Recycle will also work with template-based messages for new customers. Create it once and use it when data shows that sending this message will not backfire after being deemed by the recipient as a generalized one.
In fact, there are many messages that are an essential part of your strategy but need to be created only once i.e. those based on the relationship status—a lapsed relationship, a thanks, or a reminder, etc.
Look Back To Your Database
Once you pass through the sitemap of your website, you will realize you have accumulated way more content than you’ll ever know. There would be numerous product descriptions and pictures, press releases, and, thanks-giving letters, etc. why not bring them back into good use since you own their rights?
Outsource Content Creation
Professional copywriters know how to write an effective and compelling copy. Thanks to freelancing sites like Fiverr, Upwork, etc. quality content can be outsourced and delivered to you readily.
Some industry experts might want to license their content to you, some market researchers might be willing to provide you access to their research reports for their share in the revenue. Plus, there is a fair chance that thousands of people are focusing on the same topics as you. Perhaps you can clinch a deal with them.
Develop Relationships with Bloggers
Blogs are doubling every six months with their current number being 55+ million. The bloggers who manage these blogs want to share their thoughts and opinions that may well be of great advantage to you.
They are experts in their respective fields and topics. There must be many bloggers with the same content ideas and blueprints like yours. You can contact them and benefit from their expertise.
Include Free Stock Images.
Several Websites offer free stock images i.e. Unsplash.com. These are HD images with absolute zero restrictions on commercial use by anyone. NO Royalty, NO License. You can also use these images in your content.
Take Help from Web Technologies
The RSS & HTTP web technologies allow you the flexibility to automatically embellish your emails with content from other online websites without any red tape.
Wrapping Up
Try to deliver what your audience wants rather than what’s easy to master. Arranging for heavy amounts of relevant content is not necessarily a burden anymore, there are numerous ways you can source content from. These ways are both time-effective and quality ones.
Dynamic Content is easy to use as it changes according to set rules. Images, incentives, gift cards, and the “From” side are all Dynamic Content elements to try.
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