As the temperatures begin to increase, so does the amount of content in my email marketing newsletters. It’s summer and all my emails are jam packed with information. So jam packed in fact, that I’m hitting information overload! Sending all details to everyone may still be commonplace in print media, but in the digital world – Subscribers Rule!So what do you do when you email marketing newsletter has more information than you have space?
1) Utilize Segmentation: Not everyone on you list will be interested in every piece of content housed in your email. Dig deeper into your list and see what data you have to work with, or what data you could start to collect.
Once you have a better understanding of your subscribers, utilize your email creation tool’s dynamic capabilities to create a more relevant and targeted email marketing campaign.
Make sure to leave room in your email for any juicy content you feel everyone will want to see.
The more time you take to get to know your subscribers, the easier it will be to supply them with relevant content.
2) Create teasers with a “call to action” link leading to a landing page with the full article.
Instead of creating an email that seems to take forever to scroll to the bottom, take two to three sentences from the introduction of your article and create a teaser that entices the subscribe to click through and read the rest of the related article.
When the subscriber is prompted to take action it makes your marketing campaign more interactive. Having the reader click a link to read on also gives you the ability to track what interests them and utilize segmentation in your future campaigns.
3) Turn it into a “Mini Series”: If you have too much information for one email that month, break it up into smaller, more manageable emails. Have a special “mini series” for the month.
Make sure not to use abuse this idea - you have set an expectation about the frequency of your marketing campaign with your subscribers. If they have signed up for a monthly newsletter, you may lose them by increasing the amount of communication they receive from you too often, so be sure to evaluate your overall approach.
Merkle’s 2009 “View From the Inbox” Report states: “The biggest reasons subscribers choose to opt-out of permission email continues to be lack of relevance (cited by 75%), followed closely by sending too frequently (73%).”
For more information on relevancy in an interactive marketing campaign, visit the ExactTarget Design Center on 3sixty. And remember – Subscribers Rule!
Corrina Wessel
ExactTarget Campaign Solutions Team
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