Content strategies for email: Tell your story right there in those inboxes
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Transcript of Content strategies for email: Tell your story right there in those inboxes
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Killer Email Content Strategies That Can’t MissTell your story like a pro, right there in those inboxes
Susan Blue: Find me on Twitter @susangrayblueEmma: Find us on Twitter @emmaemail
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Email: the genre everyone reads.
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Those stories of email's demise? Yeah, not so much.Inbox-checking is a habit -- a national pastime, if you will.
Almost everyone (93% of adults, to be precise) subscribes to at least one email marketing list, and ROI for email is still stronger than most marketing channels (more than $40 for every $1 spent).
Email’s where you can tell your story and engage those folks who’ve invited you to their inbox.
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Set your course and roll out your plan.
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Target your content: speak to your audience
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Follow those best practices of design & content
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Find relevance … or make it.
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Get seasonal, of course (minus the clichés)
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Tie what you do to whateveryone’s talking about
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Pretend salt has somethingto do with summer? Sure, why not
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Create relevance with your own new buzz
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Create short stories along the way -- vignettes, not novels -- that capturea snippet of who you are.
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Suggest something they wouldn’t havethought of but will find irresistible
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Start a revolution and keep it rolling
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Suggest that destiny is at stake
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Show exactly who you are in unexpected ways. If that involves pink monsters, so be it.
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Be personal andengaging at every turn.
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Stage a “meet cute”
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Tell them you miss them
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Engage them even if they’re sayinga goodbye of sorts
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Get and stay connectedalong the way.
(Not in a creepy, all-seeing eye kind of way.)
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Integrate your email with social(and everywhere else)
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Send surveys to ask your customers what they want
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Add it up. Know what’s working and what’s not.
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Check data and response levels beyond open rates & CTR
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How’s that story progressing? Measure performance over time
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Every word matters. Make it memorable every time (and possibly epic).
@susangrayblue@emmaemail