Make Content the Core of your Email Marketing

An impressive looking email template is important for establishing brand credibility and recognition with readers; but, remembers it’s not all about looks, there needs to be substance too. A nice-looking email means nothing if subscribers aren't engaged and interested in what you have to say. The content of your email is the critical core to the success of your campaign.

What makes content so important?

When readers open an email you have about five seconds to let them know what’s in it for them. Look and feel play a big role here. At first glance, your brand should be clearly visible and the content easily understood, but that alone won't hold your readers' attention for long. The real magic for lasting beyond that five second mark is in the content of your email.

Content should always be relevant and engaging. If either element is lacking, your reader will hit delete and move on. If that happens once too often, your subscriber may go one step further and block future emails from you or could possibly report you as a spammer.

The relevancy of your email answers the "What's in it for me?" question. The engaging aspect promotes activity within your email, such as drawing readers to your Web site for a call to action, ensuring click-throughs to additional content, or encouraging readers to forward your promotion to friends and colleagues who might also find value in your offer.

Things to do to enhance your content:

- Know your audience

One of the most important steps to take toward providing more-relevant content is understanding who you're writing to. You could have a wide range of customers so it’s important to target your content based on their interests. Those interests can be determined by using email marketing tools that offer reporting functions. The reporting functions allow you to learn more about your subscriber base, such as their open and click-through rates.

- Short and Sweet

Having only seconds to capture your readers' attention it’s crucial to get to the point and fast. Make sure your content is planned to convey your messages in a clear and concise manner. If you have a difficult time coming up with ideas, try using a campaign ready template. Some templates provide not only a format and a layout but also pre-populated content to help you send the right message.

- Email layout and design should enhance content

Now that you have relevant and engaging content, make sure the look and style work in its favor. Keep your emails looking clean. Be consistent with the look and feel throughout your email. Use a high contrast between font colors and background colors help to keep your content readable, and columns aid readers with quick on-screen reading.

- Get Personal

Brand perceptions are established through the tone and personality of your communications. Instead of sending generic emails, personalize them to reflect who you are, in the beginning that might mean simply signing your name. A personal voice in your communications not only helps the customer feel connected but also fosters a relationship with your readers.

- Offer links and try themes

Incorporating links to your email campaign engages your readers and helps to drive traffic to your site. Add strategically placed hyperlinks throughout the email. Have these links connect to detailed content on your web site. By offering links you'll notice higher click-through and response rates. Use themes when holidays come about or during seasonal changes within your email layout. Planning content around a theme keeps your readers engaged and makes it easier for you to figure out what to say.

Always keep in mind the content you provide is the main reason your readers subscribed to your email in the first place. Offering valuable content is the key to executing winning campaigns and expanding your subscriber following.