Highly Relevant Email Content: A Key Goal for 67% of Marketers

Guest Post by Daniel Burstein. Daniel is MarketingSherpa’s Director of Editorial Content and the host of next week’s Content Creates Clickthroughs! webinar. 

In the 2013 MarketingSherpa Email Marketing Benchmark Report, we asked marketers about their organizational email marketing goals.

As you can see below, delivering highly relevant content is a top goal for marketers, right up there with driving additional traffic to the website and increasing sales conversion and revenue.

Why content?

And it’s a good thing, too. After talking to Brindisi Chan, Marketing Manager-Webinars, Vocus, I learned that some of the top challenges facing the Vocus Blog audience are:

  • Writing effective subject lines
  • Finding the proper send frequency
  • Improving list sign-up

In each of these challenges, content plays a key role.

After all, effective subject lines accurately depict the content in the email. If the content is relevant, so is the subject line. The content gets you in the ballpark, and then A/B testing helps you narrow down your most effective messaging of that content.

Send frequency ties very tightly with your content calendar. Getting a better understanding of your audience (notice I said “audience” and not “customers”) through the content you produce helps you better understand how and when they want to receive your email. Again, once you’re in the ballpark, testing your send frequency helps you further refine your schedule.

There are two important factors to improving list sign-up. Creating value in the content you’re asking prospects to sign up for, and then communicating that value. Once you have those two things down, you can find some pretty innovative ways to get those messages in front of prospects and get them on your list.

Your company is already a content machine

To help those two-thirds of marketers who are focused on content, I’ll be delivering a webinar to the Vocus audience with Courtney Eckerle, Reporter, MECLABS – Content Creates Clickthroughs – at 2 p.m. EST on March 6th.

When I speak to marketers, they tend to feel challenged and a little intimidated by creating content. There are good reasons behind that. Content marketing – from email newsletters to blogs to social media – is very resource intensive and takes skill to do right.

However, almost everything your company does – from sales calls to customer service to internal emails – is, essentially, content. By the end of the webinar, we hope you’ll see with news eyes all the potential content around you…kind[DB2]  of like Dorothy when she first sees Oz in vibrant Technicolor.

If you’d like to brush up on your content creation ability before the webinar, here are a few related resources that you might find helpful…

Lead Nurturing: 5 tips for creating relevant content

Content Marketing: Focus on value, not length

MarketingSherpa case studies (1,179 marketing case studies and counting…)

 

To register for Daniel and Courtney’s webinar, click here. For more email marketing insight, check our our email channel!

 

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