Now that you know who to send to and have a general idea on what to send, let’s discuss what makes for great email content.
Easily consumable content: Don’t write a manifesto. Deliver the important information about your brand, product, or promotion without writing a novel. Most people do not have the attention span to read more than a paragraph or two.
Clear call to action: Make your email actionable. In other words, ensure that you are giving your contacts a clear directive. For example, a call to action could be to click the link to visit your website. Another call to action could be to call a specific phone number.
Don’t sell too hard: Concentrate on the quality of your product, your company values, and connecting with consumers. Your email list will get tired of you trying to promote to them the same 10% off discount on a daily basis. Attempt to create a relationship with them with quality value adding content.
Be relevant: Relevancy is extremely important when sending emails. Especially if you are sending product specific emails. For example, don’t send a customer a lawn chair email promotion in the middle of winter.
Deliver instant gratification: If a customer wants to buy make sure they have the ability to experience instant gratification. Nothing is more frustrating that clicking on a product link just to find out that it is out of stock!