December 9

Email Marketing: How do you create excitement around the content you have?

Email Marketing

4  comments

I like to think of email marketing as more of a newspaper than a television ad.

When you’re creating a television ad, you can create one (or a very few ads) and place them across endless media buys. After all, a customer should be exposed to the ad at least three times during each purchase cycle, according to old school advertising conventional wisdom.

However, with a newspaper, you have to give the customer a reason to keep receiving that daily delivery on their driveway every morning. Sometimes it’s easy to find fresh, compelling content such as the recent health care website kerfuffle. But other times,  it’s a slow news day and you just have to fill some slots (“mosquito bite victim”).

Many marketers I talk to who are just starting out in content marketing seem to face many slow news days. They often struggle how to find valuable, compelling content for potential customers.

At MarketingSherpa Lead Gen Summit 2013, I pulled Joe Pulizzi, Founder, Content Marketing Institute, aside during lunch to share some tips about email marketing content. Here’s what Joe had to say.

Here are a few key points I took away from Joe:

  • Stay away from pitching; focus on the long-term relationship.
  • People don’t care about us, our products or services. They care about their own challenges.
  • Think of yourself like a publisher or media company.
  • Give value every day, so when you do have a sales message, customers will let you in.
  • Content marketing is a marathon, not a sprint – content marketing starts, and there is really no end.
  • Create a content marketing mission statement: What is the outcome for the reader?
  • Leverage employees, customers and influencers to become the trusted, go-to resource for your customers.
  • The position to hire first and foremost? Managing editor.

Related Resources

Email Marketing: How CNET re-engaged inactive subscribers

Email Deliverability: Only 39% of marketers maintain an opt-in only subscriber list

MarketingSherpa Email Summit 2014 – February 17-20 in Las Vegas

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Hey Daniel,

    I think you are right email marketing is like a newspaper which can be helpful to gain more people to your products and services.

  2. Hey Daniel,

    I think you are right email marketing is like a newspaper which can be helpful to gain more people to your products and services.

  3. Not in email, but also on website, providing value in content is the key. People are looking for value, the solution or help for their day to day problems or issues. It’s very nice Daniel.

  4. Not in email, but also on website, providing value in content is the key. People are looking for value, the solution or help for their day to day problems or issues. It’s very nice Daniel.

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