When your audience subscribes to your mailing list, they expect you to add value to their inbox and not clutter it. One of the major perks of email marketing is that your audience is already relatively interested. In spite of this, most companies drive their audience away by using poor marketing and content strategies. There are 10 ideas that will help you avoid getting lost in your audience’s inbox.

Establish A Target Audience.

The key to creating good content is to know who we are creating content for. Our content should be targeted towards our previous and current customers. This will also ensure that we are catering our future customers. Our customers can be of more than one type. So, we must ensure that our content strategy caters to all kind of customers. Email marketing is very effective because it can be utilized as a two-way communication channel. One of the best ways to ensure engagement is to take feedback from our audience. This will help us make our content better.

Be Goal Oriented.

Setting a definite goal beforehand, helps in coming up with the most suited content strategy. The mail should be able to convey the message in a single glance but most of our subscribers will not have the time and patience to read the entire text. For example, the below Box8 mailer conveys the message with the help of their interactive mailer.

Subject Line.

To make the best use of the space that you are taking up in the inbox, make sure that the Subject line is effective and forces the subscriber to click and read the email. Working on the subject line is very important because if the subject line is not done right it can lead to our email ending up in spam. Here are some points to look out for to get the right subject line:

Run An A/B Test.

An A/B test helps you measure engagement for various versions of the same email with a sample of the recipients. Once you’ve created your marketing email, you will have to create a version B to test how a single variation impacts email opens or clicks.

It depends on how each version of your email performs in a specific time duration. The tool can pick a winning version to send the final email to rest of your recipients list.

Nailing The First Mail.

The first mail is always crucial because it determines whether our audience would like to open our mail again. The first mail should be less of a promotion and focus on being more beneficial to the subscriber.

Personalizing Emailers.

The loyalty of a customer towards a brand resides in the relationship they build. While sending out regular emails to their customers, it is very important for you to build content that connects with your customer. A personalized touch to the email, is an add on, and helps you strengthen the  bond.

Deploying Regular Email Campaigns.

Mailing on a regular basis will require a lot of effort in terms of content but will ensure customer loyalty and build a better reputation for our brand while also creating a lot of awareness about our product. Being punctual will ensure customer engagement if we make out content engaging. We can use this strategy to highlight our most recent achievements. For example, in the mailer below Kent RO very subtly showcases its product in a very engaging manner.

Responsive Mailer.

Make the mailer mobile responsive as now-a-days most of the subscribers use their mobile devices to view their emails. If your communication will be responsive, then it will auto fit as per viewing device screen size which will make a good impression of your brand in front of subscribers.

Ensure Good Deliverability.

No matter how much we work on the content or how good our content is, for our audience to see it we must ensure that it lands in the inbox.

To know how we can get a placement in the primary inbox in gmail read our blog on Landing Your Emails In the Primary Tab Inbox.

Modify Based On Post Deliverability Metrics.

Content planning needs to be constantly improved and refined based on post deliverability factors like :

Through trial and error and constant modification, we will be able to figure out the right content strategy for our audience.

The more and more content we create, the more of a job it is to manage. While these tips can provide you with a good base, it is important to do your own research on the strategies working for the top performers in the industry. Explore and experiment with ideas to fuel the brand’s content marketing strategy.