Email Marketing Context Over Content
Email marketing is an ever changing and critical environment. Get it right and your business can grow. Get it wrong and business quickly goes flat. Your email marketing messages can be the difference between success and failure so you want to be certain you are focused on getting the results you are after.
There seems to be a never ending debate between what makes an email marketing campaign successful. Personalization is certainly something you don’t want to overlook. Smart design is an element that can make your email marketing message more attractive. Of course, you can’t overlook content. Your prospects and customers WANT to hear from you. That’s why they are subscribed to your lists. So it definitely makes sense to keep your message, brand, and information in front of them.
This article is designed to help you make sure you keep your message focused on what your prospects are interested in. We call it “Context over Content“.
How does email marketing context over content work?
The idea is to make sure that the information you are sending is relevant to your market. This is a very simple concept but we see a lot of marketers lose focus. They begin sending content that isn’t always relevant to the reason the subscriber joined the list. The end result is that subscribers can lose interest and begin either ignoring your messages or even unsubscribe.
The key is to make sure you are sending the information you already know they want to receive. Think back to your initial offer on your capture page. What did your subscribers expect to receive from you. Were you offering weight loss tips? Did you offer a report on how to generate more prospects online? Maybe you offered a tutorial on how to make money from home. Maybe your subscribers simply wanted to know about how to find the right home, provide good care for their pets, grow larger plants.
Your job, simply enough, is to make sure that the content you send your subscribers is actually related to what they are looking for.
We see marketers shift their marketing focus from this offer to that offer. One day, they are offering weight loss tips, and the next day their content is about mechanical tips. The end result of this lack of focus is that subscribers find themselves losing interest and your response rate starts to tank.
Rather than just sending out any old content just to be in front of your prospects, put some thought in to WHAT you are sending and WHY you are sending it. Of course you want more sales. That’s the big reason you started your email marketing lists. But that’s YOUR goal. Ask yourself, “What do my subscribers want?” and create your content from that perspective. Help them answer a burning question, solve a problem, or have a great experience by making sure your email marketing content is something that actually applies to why they subscribed to your list to begin with.
By getting this one thing right, your subscribers may very easily overlook some sort of design issue our formatting issue. If the information is what they WANT to receive, you will be doing them a huge favor and they are more likely to reward you with their business.
When it comes to email marketing success: Context is King!