7 Content Styles to Keep Email Subscribers Engaged
I’ve been hearing this for the past 15 years…email marketing is dead; NOT! It’s the channel that consistently delivers incredible returns for businesses that commit to the strategy. An engaged consumer can generate consistent income for a company, whether from a single product sale or multiple techniques. Unfortunately, it can be tricky to maintain interest as most people get inundated with emails. Mixing up the style of content you send is usually the answer, though, keeping an element of surprise.
So what are the main content styles you should be using?
Welcome Series
It is normal to get a welcome email when you join a list, but less common to receive a series of messages. Businesses that need to explain what they offer or educate subscribers can spread the content over several messages. You could introduce your company before going into the concepts that will deliver results. While you have the attention of subscribers, convey the ideas you want people to understand about your brand.
Newsletters
Newsletters can become an essential cornerstone of your email marketing, providing up-to-date industry news, announcements, and tips. In many cases, newsletters lack exciting content, so they quickly get ignored. Ensure you maintain interest by offering elements that are difficult to ignore. You could include insider access to new products, industry information that doesn't get widely reported, motivational advice that provides value, and interactivity.
Surveys
Surveys can provide valuable information, shaping how your business proceeds. You could ask for feedback on your email campaigns or broader suggestions about your company. Additionally, you could ask subscribers to leave reviews for your products after a purchase. However, it is usually preferable to wait until a relationship has formed before asking your subscribers for requests.
Stories
Stories can strengthen the relationship between the content creator and the subscriber. Anecdotes can show personality that offers insights into character and beliefs. Many business emails feel formal, with little attempt to develop a personal identity. When you tell stories, though, the reader may start relating to you, influencing their buying decisions in the future.
Lessons
Lessons and tutorials offer the chance to show expertise while providing real value to people. Many subscribers will have joined your list to learn more about a subject matter. A quick lesson may give a quick tip or hack that most people aren't aware of. Alternatively, you could develop a more extended series that offers more detail and insight.
Promotions
Ultimately, businesses create email lists to sell more products. While you don't want to burn out your lists with persistent promotions, it is essential to let subscribers know you will be making offers to them. If people have an interest in your company and industry, advertisements can be well received. Make sure the products are targeted to the reason for signing up to your list and make the marketing campaign engaging.
Triggered Messages
Email marketing has advanced considerably from the early days. The level of segmentation and automation means you can make more from a single list. One crucial aspect is the ability to trigger messages based on the actions of subscribers. If, for example, a potential customer abandons the cart in your store, you can send a message enticing them to return. You can adjust messages based on whether people show an interest in a promotion after they buy a product and many other decisions.
By combining these content styles, subscribers won't fall into a predictable pattern. When people know what to expect, open rates will drop, and it can be tricky to re-engage the subscriber. You don't necessarily want to be too unpredictable as you can lose a consistent voice. However, adjusting the types of content, while maintaining a communication style, ensures subscribers are eager to open new messages. Email marketing offers one of the most significant returns when used effectively, so make sure it is given enough prominence within your organization.
Which of these content styles are you using in your email and marketing automation program?
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