Stop sending product email campaigns – be a content provider
Product email campaigns
In her blog post “Is Opt In the Leading Factor for Your Demand Generation?“, Ardath Albee states the good idea of beginning to think of your self as a publisher, instead of a product promoter in email campaigns.
Content Marketing
Instead of sending out email marketing campaigns about how good your product is, in which hardly anyone is interested, send out emails having interesting content or send emails with a link to interesting content on your website.
This is content marketing: content that can be remembered, retained or ever forwarded to other people.
In order to write the necessary content you need to know:
- What your company or products are good at.
- What is important to your customers and potential customers
as explained in The Matrix Guide to Content Marketing by copyblogger.
Content interest and value
Don’t put up hurdles to access the information by registration:
- The interest in your content has more value as they will remember your company.
- The forwarding of your content has a higher value than getting their email address.
Moreover in many cases the registered email addresses are free web mail addresses (gmail, yahoo mail, hotmail, AOL mail, …) that cannot be used for business purposes as you don’t know the company.
The value and the quality of your content is the permission for you to send more of this interesting content to them.
If people see or have value from your content, then they will:
- Make sure they receive the next issue
- Re-use your content for their own purpose
- Forward your content to others
Your information and your brand name will spread at no cost.
At the same time you will earn status and recognition for your expertise in your market or industry.
Thus stop sending product or solution promotion emails that generate little or no interest.
Become a content provider that is respected in your business or industry.
What’s your experience with email campaigns?
