How to Create Great Email Content (It's Not About You)

Alex Mastrianni

Everyone wants (or should want!) to create great email content, because having great content is what leads to great results.  Offering something of value to your members is what will make them consistently open, click, and share your emails.  Creating great content is easier than you think, just follow a few simple strategies.

1. It’s All About the Reader

The first rule of thumb when creating content for your email is to remember that it’s all about the reader.  This means personalizing your emails wherever possible.  Studies have shown that the greater amount of personalization elements in an email, the higher the response rates.  Basic profile information is good, but true personalization means targeting your messages based upon an individual’s preference information and what is most valuable and interesting to them individually.

2. Find Out What They Want

A great way to target information is to use click-thru activity reports to segment subscribers based on links they have clicked in the past. Then send those people messages targeted to each interest segment.  For example, track which story topics of your enewsletters members are clicking on.  Then target the messaging of your annual event invitations to the segmented topics that the members are most interested in.

3. Get Social

Another tactic is to become active in social media pages and online communities that your members are active in.  Being a part of online discussions will make you aware of the topics that are most interesting to your members and can provide great content for your emails.

4. Ask!

Another great tool for finding out which topics are most of interest to your members is to just ask them!  Things like online surveys and email preference centers can help manage the targeting of your emails for you.  Include links to your email preference center in all of your emails so members can update their interests and frequency preferences.  Also, provide regular links to surveys and make changes to your emails based on the feedback from your members.  Not only will this help you create great content, but will also display your commitment to your members.

About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.