Content Dethroned as King

Advanced Email Marketing Tips Content Dethroned as King

The question
What’s relevant to your audience?
What’s relevant to each of your audiences?
Does your content appeal to more than one segment at a time?

Examples
Retail Furniture Store
Features latest sale or promotion in email offers
Three mailings a row feature bedroom furniture
Does everyone want bedroom furniture at the same time?
Could they have featured other items as well?
Could they have asked what rooms subscribers are furnishing?
Fewer subscribers would feel they got a useless email if other rooms were featured, which translates to better long-term response rates.

Examples
Professional Services Firm
Features content that addresses the research phase of prospects’ needs
What about prospects further along in the process?
What content do more advanced prospects want to see?
Is there an opportunity to demonstrate expertise to prospects in later phases? Yes.
Subscribers have no reason to continue subscribing to a newsletter that only addresses a phase of a project which has already been completed.

Get it right
Put yourself in your subscriber’s shoes
What does each segment want?
Build your house list
Retain your subscribers
Acquire new subscribers
Don’t settle for content you can get.
Go the extra mile or risk alienating segments.

Next Step
Until you get your content game on, try this:
Create multiple lists on your subscription preferences page so subscribers can select from multiple lists/topics they want to receive instead of seeing your main list and a global unsubscribe button.

Other Posts You Might Find Useful
6 Easy Steps to Email Segmentation http://emailmarketingtips.verticaltraction.com/2010/03/02/6-easy-steps-to-implement-an-email-segmentation-strategy/
How to Manage Your Email Reputation http://emailmarketingtips.verticaltraction.com/2010/03/05/how-to-manage-your-email-reputation/
Dedicated Landing Pages: The Other 50% of your Email Marketing Campaign http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/
Welcome New Subscribers with a Campaign http://emailmarketingtips.verticaltraction.com/2009/12/22/welcome-new-email-subscribers-with-a-campaign/

About
I’m a 15-year veteran of interactive marketing
For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
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Advanced Email Marketing Tips Blog
http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

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Content Dethroned as King

by vertical traction on Jul 20, 2010

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Content Dethroned as King — Presentation Transcript