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Content considerations - part 2
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Your content is more than just the information you offer. It’s everything you include in your e-mail.
Articles should be short. Preferably they should be teasers with a link to your website for continued reading. Ideally the teaser should be one or two short paragraphs with a sentence or two in each.
Include images for each article. Images visually break up the space, giving your eye a rest from copy and add to the aesthetic appeal.
Links should not expose the actual URL or e-mail address. Including a visible URL or e-mail address can get your e-mails blocked, bounced or sent to the Spam Folder. Instead use a phrase and turn that into a link. “Visit our website” or “Read more”. (Beware, in the never ending challenge for spam filters to keep up with spammer’s latest techniques, using “Click here” can now also cause the same deliverability issues).
Coming attractions can keep your readership opening your e-mails. Always try to include a mention about upcoming events or projects. If you can, whet their appetite, but don’t satisfy their hunger. For example, “Next month we’ll investigate a three dollar item that can save you hundreds of hours!”
Contact information is of course essential. It should contain your website link, phone number and e-mail address. Also, to be compliant with the spam laws, you must include a physical address on the bottom of each e-mail.
Thank your readers. Everyone likes and deserves to be appreciated. After all, without your customers, you wouldn’t have a business at all!
And most importantly, do business from your heart. When your goal is to sincerely help your customers, it shows. And that’s how relationships build – personally or professionally. And when you build your relationships with your customers, you build your business – along with your satisfaction in what you do.
More about content:
6 content considerations for successful e-mail promotions
More on Relationship Marketing:
People prefer to do business with those they know, like and trust
When are e-mails more than just e-mails?
Grow your relationships and watch your business bloom
Your intentions are showing
Staying in the game
Click on Barbara's Bio link for a special offer
Have a question? Want to be interviewed for this column? If yes, please email me.
www.RomanArtAndMarketing.com
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