Content Dethroned as King

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Content is has been dethroned as king and relevant content has taken its place.

Of course relevant content is king. What else would it be? Off-topic content?

The question is: Do you know what is relevant to your audience? Do you know what is relevant to each of your audiences? Do you provide a range of content that appeals to more than one segment at a time?

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Content Dethroned as King

  1. 1. Advanced Email Marketing Tips Content Dethroned as King
  2. 2. The question <ul><li>What’s relevant to your audience? </li></ul><ul><li>What’s relevant to each of your audiences? </li></ul><ul><li>Does your content appeal to more than one segment at a time? </li></ul>
  3. 3. Examples <ul><li>Retail Furniture Store </li></ul><ul><ul><li>Features latest sale or promotion in email offers </li></ul></ul><ul><ul><li>Three mailings a row feature bedroom furniture </li></ul></ul><ul><li>Does everyone want bedroom furniture at the same time? </li></ul><ul><li>Could they have featured other items as well? </li></ul><ul><li>Could they have asked what rooms subscribers are furnishing? </li></ul><ul><li>Fewer subscribers would feel they got a useless email if other rooms were featured, which translates to better long-term response rates. </li></ul>
  4. 4. Examples <ul><li>Professional Services Firm </li></ul><ul><ul><li>Features content that addresses the research phase of prospects’ needs </li></ul></ul><ul><li>What about prospects further along in the process? </li></ul><ul><li>What content do more advanced prospects want to see? </li></ul><ul><li>Is there an opportunity to demonstrate expertise to prospects in later phases? Yes. </li></ul><ul><li>Subscribers have no reason to continue subscribing to a newsletter that only addresses a phase of a project which has already been completed. </li></ul>
  5. 5. Get it right <ul><li>Put yourself in your subscriber’s shoes </li></ul><ul><ul><li>What does each segment want? </li></ul></ul><ul><li>Build your house list </li></ul><ul><ul><li>Retain your subscribers </li></ul></ul><ul><ul><li>Acquire new subscribers </li></ul></ul><ul><li>Don’t settle for content you can get. </li></ul><ul><li>Go the extra mile or risk alienating segments. </li></ul>
  6. 6. Next Step <ul><li>Until you get your content game on, try this: </li></ul><ul><li>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. </li></ul>
  7. 7. Other Posts You Might Find Useful <ul><li>6 Easy Steps to Email Segmentation http://emailmarketingtips.verticaltraction.com/2010/03/02/6-easy-steps-to-implement-an-email-segmentation-strategy/ </li></ul><ul><li>How to Manage Your Email Reputation http://emailmarketingtips.verticaltraction.com/2010/03/05/how-to-manage-your-email-reputation/ </li></ul><ul><li>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/ </li></ul><ul><li>Welcome New Subscribers with a Campaign http://emailmarketingtips.verticaltraction.com/2009/12/22/welcome-new-email-subscribers-with-a-campaign/ </li></ul>
  8. 8. About <ul><li>I’m a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates </li></ul><ul><ul><li>Rob Van Slyke </li></ul></ul><ul><ul><li>Interactive Consultant </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>713-681-7771 </li></ul></ul><ul><ul><li>vertical traction </li></ul></ul><ul><ul><li>GET A GRIP on your web marketing strategy </li></ul></ul><ul><ul><li>Advanced Email Marketing Tips Blog </li></ul></ul><ul><ul><li>http://emailmarketingtips.verticaltraction.com/ </li></ul></ul><ul><ul><li>http://www.verticaltraction.com/ </li></ul></ul>
  9. 9. Follow Me Online <ul><li>http://emailmarketingtips.verticaltraction.com/ </li></ul><ul><li>http://www.twitter.com/robvanslyke </li></ul><ul><li>http://www.linkedin.com/in/webmarketing </li></ul><ul><li>http://friendfeed.com/emailmarketingtips </li></ul>

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