Focussend EDM Academy: Application of content marketing in mail marketing

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Guide: Focussend, the leading e-mail marketing service provider in the country, summed up 7 rules on how email is applied to content marketing, so that your inbox is expected to generate users who are interested in your e-mail.

How do you make your emails stand out in a crowded inbox? Many industries have responded to this question: the relevance of a high degree of information. Although the answer is understandable, the answer is tiring. Simple understanding is very popular, but the connotation of the view is not much.

Most importantly, this may not be the right answer, because in your inbox, you should have more users than the emails that are blocked by some of the usual distractions. But these customers are also attracted by thousands of TV commercials, web ads, print ads, billboards, and product information. So when you get the message, can you be sure that the relevance of the email message is noticeable enough?

Many customers receive a lot of e-mail, they will first browse the mail box in the header, look for what he expected and interested in the mail. When your email at the same time, each time provide a valuable information, it will attract the user's attention, pleasing users to subscribe to mail.

Focussend, the country's leading e-mail marketing provider, summed up 7 rules for e-mail applications to content marketing, so that your inbox is expected to generate users who are interested in your e-mail.

1. Limit "Buy Now"

Content marketing, refers to the picture, text, animation and other media to convey the relevant content of the enterprise to give customers confidence and promote sales. Many times, customers will be tired of "buy now" emails, and customers will ignore the emails you send in the Inbox. If you send a "buy now" email, you may have a deal, but you don't use content marketing here.

2. Know your audience

Make sure your email content and products are what customers want, or attractive. This is also the best mail effect, but you need to pass on your core content to subscribers. Content marketing is everywhere, so the valuable content available is bound to interest the customer. In general, content should be a guide, not a brand-specific restriction. A brand of its promotion of the demand point a lot, but not all of them to allow customers to appreciate, so to let customers understand the brand many bright spots. Knowing what your users want, you know what will get them to open your email.

3. The importance of contact

In the Mail marketing campaign, the real value is the loyalty of the source subscriber and the transaction to the brand. Marketers in the marketplace want their brands to be discovered and searched by shoppers the first time, and using email marketing is a good strategy. A brand is like a chain hotel, a user may only go a few times a year, but if users are often exposed to emails sent by this hotel, you may naturally think of the hotel when you travel, even if you don't read the email at all, but frequent contacts can also generate more attention to the brand.

4. Find other ways

Content marketing means you can't ask your customers to buy it directly, but that doesn't mean you can't ask the customer for anything else, which can be information data, such as competition work, feedback, etc. Promotional and competition activities are part of the content marketing, can be said that both are to promote the active participation of customers in your activities in the effective form. Another way to keep customers active is to get feedback from the customer's buying experience, and to create more targeted content for future e-mail ads for these feedback suggestions. Even if the customer only mentions a little of their own simple requirements, you can integrate them into your future marketing activities, this must be a very effective way to win.

5. Photos and comments

Content marketing can take pictures, text, sound and other media to appear, for the target customers more attractive. We can take this advantage by email in a forum to share to your subscribers, or the product and service comments together, linked to e-mail for your reference, you can also directly insert pictures and videos in the message. Many studies have shown that this type of content is unlikely to make it impossible for customers to actively access your Web site or mail, which will increase the reading rate of messages and encourage consumers to buy products.

6. Don't try to compete with publishers

Marketing is about selling products, earning benefits, not entertainment. If content marketing is biased towards entertainment, it is risky, and customers do not accept this form of product and are doomed to fail. The truth is: entertaining business is often not the focus of your goals, and they are not the place to be your real opponent. On the other hand, your customers are often looking for highly trusted brands and services in this area, and e-mail is an effective way to advertise through these well-known platforms. However, as the platform's marketing communication value is quickly excavated, the audience's attention is constantly diluted and dispersed, thus lacking the ability to compete with publishers.

7, ready to deal with "I'm ready to buy" signs

Finally, the important thing is that content marketing is a bridge for trading, not a complete alternative to email to drive transactions. So you have to monitor your customer's behavior and action responses, and when you realize that the customer is ready to buy, you can do some work to help the customer complete the final purchase. For example, send a new product display trigger email, increase your content marketing mail delivery volume, etc. Through the collection and segmentation of data, firmly grasp the intent of the customer's purchase needs, promote the final transaction.

It is also a good idea to apply content marketing to e-mail, which is also a key ingredient in email marketing, and it has the ability to improve prospects to end customers.

About Focussend

Founded in 2008, Focussend Company (www.focussend.com) is the best licensed mail marketing service provider in China, and is the first development company in China based on the advanced core engine of the United States to develop a mail service platform in line with Chinese user experience. Since its inception, Focussend company has been adhering to the "simple (concise), Reliable (trustworthy), affordable (cost-effective)" core concept, for tens of thousands of of customers to provide comprehensive mail lifecycle marketing planning and implementation services. At present, Focussend Company for E-commerce, education and training, tourism, aviation, hotels, media and FMCG products and other areas of the company to provide a professional and effective online marketing services.