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BizReport : Email Marketing : June 26, 2008

Email Marketers: Do You Need More In Your Messages?

In most cases, the answer to that question is yes. A recent study from Habeas indicates that about 60% of consumers are using multiple email accounts. This indicates that consumers need to receive marketing mail that is specifically targeted to them or those messages will fall on deaf ears.

by Kristina Knight

How can you do that? Through the right content.

The problem with many email marketing messages is that the content inside is a carbon copy of information on the website, in a pamphlet or on a product page. Email marketers need to rethink they way they are creating email content to better engage consumers.

To find out what consumers on your list way, why not host a poll or invite them to comment on a message or two about what is/is not working for them from your messages?

From there, marketers can begin creating more targeted content.

Speaking of content, the marketing message should be more than simple product details copied and pasted from a product website. Yes, email messages should be short but that does not means messages should be impersonal. Tell consumers on your list about other uses for a product, invite user testimonials that can be placed in a marketing message.

Finally, the offer. Give users something extra for being a subscriber every now and then. In addition to whatever is being offered in that campaign, offer subscribers free shipping, an additional percentage off or a coupon for another, related product.

Content is the key online and the same can be said for email marketing. Improving your content is the key to a happy, engaged subscriber base. And that is the key to improved campaign ROI.

Tags: email content, email marketing, email offers

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