Marketing Madness

Content Creation #1 Hurdle to Successful Email Marketing

Email marketing has long been one of the most effective ways to drive conversions and build customer loyalty.  It is an essential tool during almost every step in the sales cycle because it can help build brand recognition, trust and of course sales.  A recent survey by Ascend2 and Research Underwriters asked B2B and B2C marketers several questions about their email marketing campaigns.

The results of the survey showed that one of the biggest challenges both B2B and B2C marketers face is having effective content created for their email marketing programs.  This starts with finding a content creator who is able to write powerful subject lines, because this is one of the most important factors in getting people to even open the email.  A well chosen subject can help companies improve their open-rate by well over 100% in many cases.

The content within the email must also be high quality and targeted toward the reader as well.  An email which answers the questions of users, and encourages them to take action will be much more effective than a generic email talking only about the company itself.  A high quality content creator will be able to produce emails which lead to higher rates of action being taken by the reader.  This is, obviously, an important part of any email marketing campaign.

This type of marketing is only likely to become more popular and more successful over the coming years, which means high quality content will continue to be one of the most valuable tools in any marketer’s hands.  It is essential for any brand to find not just a good writer to craft the emails, but someone who works well for that particular brand.  Knowing how the target audience thinks and feels about specific products can have incredible results on the success of any email marketing program.

The full survey results can be found HERE.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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  1. The very last sentence says it all and reveals exactly what needs to be written in those email sequences. Build an eight to eleven point list filled with the particular niche audiences feelings and concerns then craft your email from each feeling or concern building up to your product as the solution.

    1. I tend to agree. Creating content with the niche audience’s feelings in concerns in mind is a powerful way to get them engaged. Even if you post something they completely disagree with it can be effective in some cases.

      Thanks for commenting.


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