Do you get occasional (or frequent) emails from some company representative you met recently? Never mind why you're on that person's email list -- your contact information was probably taken from your business card. But that's okay, because you can always opt out, right? And so you do. Or you banish the sender to your spam filter. Or you simply trash each email as it coms in.
Is the sender getting anything for the time, effort and expense he puts into sending you this steady stream of unwanted email? Obviously not. Are you getting anything out of the email? Again, obviously not; that's why you're throwing them away. But what if those emails contained information you actually wanted or needed? What if they offered nuggets of insight that made a difference in your work or personal life? You might still throw them away -- but only after you've read them thoroughly and thought about what they communicated. Over time, you might even come to rely on the sender as a trusted resource. Heck, you might even buy what he's selling.
That's the power of relevant content in an email campaign.
From time to time I've been asked to pitch in and give a client's multi-touch email campaigns a creative boost. I performed this service for a business broker who was noting a drop-off in interest from his prospects following their initial inquiries. He wanted to send a series of emails that would maintain or rekindle that initial spark of excitement they'd felt over buying or selling a business. So I wrote a bunch of little articles pertaining to the subject -- explanations of the transaction process, tips on due diligence, a "checklist" of the qualities a successful business owner needs, even a description of the beautiful part of the country they'd be inhabiting. They were all written with a positive spin and, of course, a "contact us," "learn more," or "let's get started" call to action. His prospects were now receiving mouth-watering material that not only provided valuable education but also reminded them of why they inquired in the first place.
Quality of content matters just as much to an email campaign as it does to your regular blog or newsletter. Don't just sell; give, by providing useful and captivating information and compels action. Leave the spam box to your competition!
