How many times throughout the week do you find yourself disappointedly sighing at another nuisance marketing email clogging up your Inbox?!

Why is this though?! Surely you subscribed to receiving these emails from a provider so that you’d be better informed about a product or service or maybe, if you’re lucky, offered some form of discount.

A recent study of such email marketing behaviours, identified that over 60% of people would consider defecting to an alternative brand or even ends a relationship, due to being repetitively sent irrelevant messages.

So how do businesses ensure they keep their marketing email content relevant to retain subscribers and keep them loyal to their brand?

There are numerous actions businesses should consider such as:

• Proactive content management – everyone that works for your company should constantly, as part of their day-to-day activities, consider whether something is pertinent to the businesses email newsletter. If so, detail should be stored in a suitable folder for future use. This gives an increased volume and more diverse type of content.
• Who’s listening to you? – after sending out a newsletter you should have access to a report detailing what recipients responded to i.e. what links were clicked, which parts of the website were visited the most. All this gives valuable information on what readers are most interested in.
• Be nosey! – what are your competitors up to? Why not sign up to their newsletters. Food for thought!
• Social media – what are the forums, LinkedIn groups, networking sites, competitor’s blogs all saying about your business, products, services or even sector? What topics are generating interest with your client base?
• Drive traffic to your Social media channels – use emails to engage and build relationships with your closest contacts ie clients and suppliers who are on your outlook contact database. Easy to export and set up.

In conclusion it’s all about ensuring your content is relevant and up to date with latest news.

So now you understand how to ensure your content is focused what sort of content can you consider?  ….another Blog to follow shortly…