Whether you have been sending emails to subscribers for 10 years or 10 days, it is important to consider how you might be able to improve your content every now & then.
Things change over time; between subscribers, your industry, and even your own business. As a result, it is important for your emails to keep up with those changes.
If you’re just getting started with email, you may feel like you have just been going with the flow, and are not really sure if you are “doing email right.”
Wherever you are in your email marketing journey, there is always time to recalibrate your emails. Let’s take a look at different ways you can improve your content.
Always deliver value.
Every time you make a new email draft, you should be asking yourself, “What will my subscribers get out of this email?” If you cannot answer that question, it is time to close out of the draft and come back to it once you have figured out the value your subscribers would get the email.
Because sending content your subscribers are interested in & find valuable is the foundation of any successful email plan.
If you are not sure what your audience wants, their most commonly asked questions is a good place to start. If you run a fitness studio, for instance, you can take questions your clients often ask & use that to inspire content to your emails or blog posts.
Explain why your emails are relevant.
Sending valuable content is the key to creating engaging email content, but sometimes you should also be clear about why it is important. Professional writers talk about the importance of writing “benefits-focused” copy instead of just listing a bunch of product/service features. I often find the same applies to emails.
Since our aim for the email is to encourage people to click through to read this blog post, we ensure to explain the benefit to subscribers.
The more you could justify the reason behind why they should take a specific action, the more they will understand how it’s relevant to them.
Ask for feedback.
Have no clue what your subscribers want? That is okay, too!
Asking your current subscribers what kind of content they would be most interested in receiving from you could tell you a lot about how to improve your content. Not only does this eliminate the guessing game, it also opens up communication between you & your community of subscribers.
To get feedback, you could try a few different tactics, including:
- Asking subscribers to reply back to your email
- Sending a Google Form
- Creating a survey using a survey platform, such as SurveyGizmo, SurveyMonkey or Typeform
As you begin to hear back from subscribers, start implementing what you have learned right away. Share content that speaks to their interests, challenges & needs!
Did you know that video in email can lead to a 200 – 300% increase in your click-through rate? A video is more powerful than ever, and people cannot get enough of it.
As a result, consider how you might be able to support your email content by adding a relevant video. Whether it is one you create or one that you have come across that would be helpful for your audiences, be sure to share it via email.
If a video is not your thing, consider how you might be able to feature a GIF instead. The benefit of using a GIF instead of video is that it will animate within the email itself, so you do not have to worry about clicking through to get the full impact.
Feature upcoming promotions & discounts.
There is one thing consumers can’t get enough of, and that is saving money.
Promoting product sales & offering exclusive discounts can go a long way in helping you achieve email superstar status. According to Direct Marketing Association, buyers were likely to make a purchase from an email rather than other channels like social & direct mail.
When you get emails like this one from Loft, it is easy to understand why this channel is so effective.
With email, you do not have to worry about your fans missing content like they might in their social feeds. Plus, you have the occasion to create eye-catching email content like this.
So the next time you have a sale/discount, be sure to send an email to your subscribers about it!
Send personalized content.
Personalizing your email content is more than adding your subscriber’s first name to the subject line. It is about sending targeted content to people on your email list who will find it most relevant.
Whether you send emails based on the specific interests, geographical location, native language or even favorite dog breed, you are able to take communication to a new level.
From welcome emails based on different incentives to a promotional email that is only available in a specific city, there’re endless possibilities for how targeted you get your email content.