How to diversify the content of emails?
Content distribution is the only way to deliver informative emails. When a user subscribes to your newsletter, they aren’t signing up for jaw dropping offers or discounts but rather for their own benefit and advantage. Subscribers always want to learn something new. Content distributions have five main advantages in this regard:
- They are regular. If you’ve made a conscious decision to turn to email marketing, chances are you’re sending your distributions based on a prescribed plan and not at your will. This means that the subscriber knows when they’ll get new information and is ready to receive.
- They are predictable. A user signs up only if they are interested in the blog’s topic. The subscriber knows that they will receive material, roughly how often, and on which approximate subject. It doesn’t make much sense to expect fishing gear reviews from a marketing portal mailing, does it? This, however, doesn’t mean that the mailings must be monotonous and unvaried.
- They are useful. Any content delivery brings practical skills that can be applied, if not immediately after reading, then at least in the short term.
- They don’t contain ads! Remember about the formation of an expert brand and building your user’s trust. They probably get enough ads.
- They can give feedback. Mailing lists are essentialy human to human conversations. If your subscribers have questions they can always email the sender and get the answers they’re looking for.
Content distribution isn’t your regular sales tool but rather a way to influence consumer preferences, during which you form an image of a professional expert brand. The path from a subscription to a purchase through content distribution goes as follows:
So which are the content distribution formats? We in SendPulse have found the following:
Digest. A great option when you need to include a lot of information in a single letter. The main things to consider when creating a digest are clear and concise introduction and link verification. The purpose is to inform and motivate an audience.
Informative magazine. These are article newsletters on specialized topics. They aren’t limited by volume. The main thing is choosing the topics of interest. Translate, create or simply republish the content and deliver it to your subscribers. The purpose of these distributions is formation of a loyal, attracted audience.
Events calendar. The most important things in such newsletters are relevance and subject. You shouldn’t send these kind of mailings more than once a month. That’s more than enough to keep your subscribers informed.
Hybrid. The format, which unites a few information presenting choices, for example, digest and events calendar.
Another thing worth highlighting is the game-type distribution format, where the story is told from a mascot’s perspective (a fictional character of sort). You can submit any kind of content in such distributions (digest, events, etc.) but the presence of a character drives to a more lively exchange. Some of the main game-type distribution goals are building a friendly relationship with subscribers and triggering positive emotions and associations.
Before you launch content distributions you should determine the goals and the format. Start small, test, and build momentum. That’s the only way to get in touch with your target audience. An email message doesn’t have to be genius or super trendy. It should be useful. That is the only thing SendPulse recommends to you.