An email campaign is only as good as its content. If you work hard to get a million subscribers you’re just going to lose them if your actual emails stink. What’s even more of a pain is having to constantly come up with fresh content as the weeks, months, and even years go by.
How do you keep the content fresh after all this time? The trick is to start planning your future now rather than winging it later. This way you don’t end up writing yourself into a corner and won’t end up trying something crazy or drastic that could hurt what goodwill you’ve built up.
Keeping a Realistic Schedule
While throwing out material every single day seems like a great idea at first, this can quickly turn against you. You may be full of ideas right now, but somewhere down the road that will either slow down or stop entirely. You’ll be scrambling to think of ideas and end up writing incoherent nonsense in a desperate attempt at getting something out.
Figure out a schedule that works for you – both the present and future versions. When starting out, try going one slower than you think you can handle. For instance, if you want to go weekly, try going bi-weekly. If you want to send emails out daily, go for every other day to start out with. You can always speed up later.
We get it: you’re a super serious company with super serious things to say. You don’t want anyone to think you’re not taking what you do on a professional level. However, that doesn’t mean you have to be stiff and uptight in your email campaign content.
Try injecting a little personality once in a while! Customers these days like to know there’s a real, live human being on the other end of the conversation, and a little joke or witty comment can go a long way. Naturally you’ll want to keep it work safe, and you don’t want to totally smash your branding or image, but give it a shot. You may be surprised at the reaction.
Break It Up
Do you see the light at the end of the tunnel but know that it’s actually a blinking DEAD END sign waiting for you to smash into it? Then you may be rushing through your content a little too quickly. Even if you plan your schedule accordingly as mentioned above, you could end up throwing way too much out at once, particularly if you’re excited about the subject.
Remember you don’t have to cram as much content into each email as humanly possible. You want to achieve that perfect balance of readability and amazing, useful knowledge. You don’t want big blocks of text but you also don’t want empty fields of white space. You don’t want total filler but you also want them to be interested every time they open an email.
Try messing with the format and asking customers what they think. Of course some will prefer one form and others will prefer another, but eventually you should get enough votes for one that you can make a clear choice.
How often do you send emails out?