A well-rounded email program does more than just send messages that say “Buy this.” You can communicate effectively and continuously with an email program that includes many kinds of content and messages that align with your email content strategy and goals.
Effective email messages combine captivating images and optimized design with strong copy in articles and offers. Images capture attention. Good design helps readers navigate through the message. Strong copy engages, nurtures and retains customers. These relevant conversations build long-term relationships and increase customer lifetime value.
Don't lose the customer with too many of the same messages
While sales messages and other promotional content are useful, you can burn out your list if “Buy this” is the only message you send. Your audience will tune out by unsubscribing, hitting the “report spam” button or quietly disengaging (deleting messages without opening them or letting them pile up in their inboxes).
When you send valuable and relevant information beyond the usual “Buy this” or “Sign up...