| An effective email newsletter includes many elements: | | | | market tips or trends, a Q&A with an industry expert |
| design, navigation, linking, tracking, reporting and more. | | | | or a case study about a product or service. |
| But of all the parts that contribute to the whole, one | | | | Therein lies the problem: Creating this type of targeted, |
| element poses the most difficulty for companies: | | | | engaging and quality content is a lot of work! That's |
| producing content that matters. | | | | why more and more companies who understand the |
| As reported on emailstatcenter.com, an eMarketer | | | | impact of good content are outsourcing their content |
| survey found that "44 percent of marketers surveyed | | | | marketing needs. |
| believe the biggest challenge in email is providing | | | | As stated in her Jan. 29 blog post "All Eyes on B2B |
| relevant content." | | | | Content Marketing," Silverpop's Field Marketing |
| Perhaps creating relevant content is so difficult | | | | Manager Kristin McKenna advises: |
| because it's the make-or-break piece of an email | | | | "Find good people, who are engaging and who |
| newsletter campaign. A great design can lure | | | | understand the questions your buyers have, to create |
| subscribers into opening an email, but if the content | | | | good content in the space best suited to your |
| doesn't quickly and thoroughly engage them, the email | | | | audience. And keep in mind that you are creating a |
| newsletter will be deleted. | | | | relationship with your readers/buyers through your |
| Email newsletters are most likely to be read - and get | | | | content and as with any relationship you have, you |
| clicks - when they offer real value to readers. The | | | | need to treat it with respect." |
| value could be monetary, like a discount or a free trial. | | | | Outsourcing can be the best option for any marketing |
| But often the value is in the content: simple, targeted, | | | | project if you are looking to save time, save money, |
| well-presented information about an industry topic, | | | | increase efficiency and improve quality. |