A good strategy is already half the job – that’s the truth for almost everything. Also in marketing you need a schedule in order to know how to get from A to B. And especially in email marketing, a structure is very necessary for reaching the defined goals. We show you, how to get the most out of your newsletters with a well-prepared content strategy.

Benefit from well-structured content

Each email follows a certain target. Whether it is signing up for a webinar, a purchase in your online shop or generating traffic on your website. But you need the right content for the specific goals in order to get your newsletter readers to that goal. Once you got the basics, you can also use your schedule targeted and profit from it in future sendings. The goals you want to reach depend on your organizational vision or mission. And you really should match your content to your goals – not only regarding your newsletter, but everywhere your leads get in touch with your company. But do not try to reach all your goals in one campaign. There is a rule that says: Only one target for each campaign or newsletter.

Let’s have a look at some examples:

  • Let’s say, your goal is to increase your website traffic. Use teasers, for example if you have a new blog article. Praise it in your newsletter and then lead your subscribers to your blog if they want to read the full article.
  • Is it your goal to strengthen the customer relations, then use personalization: Send congratulations on a subscriber’s birthday or jubilee or offer exclusive insights only to your customers.
  • You want to increase your conversion rate? Then use gated content, like whitepapers or guides to download. Advertise products of your online shop with a discount code or invite your readers to a fee-based webinar.

You should of course have a look at your target audience when creating content – as you (hopefully) do for all of your marketing activities – and match your content to your subscribers. Because you may know from your own experience how annoying it can be when you get a newsletter to topics that are simply not relevant to you.

Tip: If your subscribers have various interests, we would recommend to work with different newsletter types for a better segmentation.

Let’s build a (content)house

In order to show you the structure of a content strategy pictorally, just imagine to build a house out of your newsletter content. For a stabile house it is necessary to have a fundament – regarding your newsletter campaigns, this would be the strategic planning of your redactional content. Ask yourself, which central topics are interesting for your target group. If you may not know your subscribers’ interests, you can find out interesting topics with a survey. Or use analysis of your website in order to find out what website visitors are doing at your homepage, which sites they visit most and when your target group visits your website. You should then use these information for matching your content to your subscribers and focus on the relevant topics.

Of course you want to offer value with your newsletter and also share relevant topics and information concerning your organization. Now, fill the rooms of your content house with that. Are there special topics you want to write about, do you have some seasonal offers, a product launch or a sale? This kind of content can be used to bring your newsletter readers one step further to your goal. Have a look at the statistics of your campaigns: Which topics worked well, which not? Based on these information you can build your content and fill your ‘rooms’ with relevant content.

Also here it is valid to have a closer look at your target group and differentiate: Are subscribers of your campaigns long-time customers or new clients? Depending on the subscriber group you want to send your newsletter to, your content should be different. Use the marketing funnel and look at the phases your respective readers are currently in, which content could be relevant for them?

In each case you should use so-called ‘engaging content‘: Convey urgency without being too pushy. Write in the language of your readers, don’t use too complicated text phrases and be aware of the reading flow in order to get your readers to your call-to-action. Create ‘snackable’ content, that means, break big text components down and use smaller text ‘snacks’ instead in order to ease reading your newsletter.

To close your house, it needs a roof of course. This can be for example your organizational vision or the communication guidelines of your company. This rounds your external communication down perfectly. You already have a picture in mind? Just draw it down! We also prepared something:

When you are developing your content strategy, you surely find out some topics that you want to use in your next campaigns. Just write them down so that you do not forget them and that you do not have to search for content for your next newsletters. It is best to use a redactional plan and it is also highly recommended to have a concept of your redactional content, not only regarding your newsletters – you can also use your content template for other channels, like social media.

You need support?

Developing an email marketing strategy is not easy – we are there to support you! Together we fix the frame for your sendings, create a schedule and lift your email marketing to the next level – then there is nothing to stop you from successful email marketing!

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This article was originally published on August, 2nd, 2017.

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