Content Increases Response

Even a little bit of content can dramatically improve your email campaign results. Why? Because wrapping your promotional messages with some insights, tips, information or how-to counsel makes your email more relevant. Relevancy drives open rates and response. In fact, consumers tell us (Holiday Survey 2005) that what drives response is prior positive experience with the email itself. So even if they love your brand and buy your products, the email itself has to have value if you want a response.

Creating content can sound scary at first, but you don’t need a tome to see the results. A few sentences can do the trick, if done well. Want IT folks to try your demo? Offer testimonials or five ways to make their organizations more productive. Want to sell garden tools? Send some seasonal tips along. The options are endless.

Think these simple things won’t work? Think again. Using similar ideas, one of our clients improved forwarding rates by 600 percent, and another got more response from one issue than they had seen in the entire previous year.

I’m happy to brainstorm with you about how a bit of content – even occasionally added to your promotion calendar – can drive higher response. Just email me for information on how.

Stephanie Miller gave a speech on this topic at this week’s Email Insider Summit. You can read a summary of it in yesterday’s Email Insider column.

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