EMAIL MARKETING CONTENT WRITING TIPS
How Email Marketing Services Can Save Time And Increase Impact
So I’ll keep this short for everyone’s sake – it’s not. In any way.
Now that it’s clear that email marketing is worth the investment, we can move on to some of the other ways that it can help your business.
Where Does the Day Go?
According to a recent survey by Adobe, the average office worker spends more than 6 hours a day checking their emails. Many of them are so hooked into email that they even check their work email from the comfort of their home. These numbers are even higher among millennials with the majority of them peeking at their inboxes from bed and in the bathroom.
Suffice to say, people are spending a lot of time sending and receiving emails. However, this does not mean that they are being more productive. A survey conducted by CareerBuilder found that 75% of employers say that at least 2 hours of productivity are lost every day due to distractions of all types.
Let’s break this down – if 6 hours a day are lost to emailing and 2 hours are out the window to distraction, then that’s the whole 8-hour workday. If this is true, then what is really happening during the workday?
How To Cut Down Wasted Email Hours
We’ve already established that people spend a lot of time emailing, but how much of this time is wasted doing unnecessary email tasks? How many hours are spent sending thank-you responses, sending out emails to new prospects, or even just organizing the never-ending onslaught of sent and received mail?
The reality is that there are so many manual email tasks that waste hours of people’s workdays. What makes this even more frustrating is that a lot of these tasks could be easily automated with the right tools.
Choose the Right Tool
In order to choose the right tool, you need to clearly identify your objectives with your email marketing and focus in on where you are losing time. There are literally hundreds of email marketing service tools, so clarifying these elements is essential to squeezing every second out of your time.
For example, someone who loses a lot of time managing and segmenting subscriber lists might seek an email marketing service like AWeber. This service can help save time on engagement with pre-loaded tools that target subscribers and segment strategically based on response.
The Direct Marketing Association Client Email Survey found a 760% increase in revenue from segmented emails. This means that using the right tool for contact management will save you time and create a bigger impact on your audience.
Use Your Tools The Right Way
Just because you sign up for an email marketing service, doesn’t mean that you will be inherently more efficient. In order to see any results, you need to learn how to use your tools properly and leverage their capacity against the bottlenecks and weaknesses in your workflow.
It’s true that email marketing has phenomenal returns on investment, but that doesn’t mean that everyone will be an Internet millionaire overnight. In fact, many people fail miserably at email marketing for a variety of reasons. This may be because those people are using the wrong tools. It may also be because they are not using their tools in the right way.
Let’s consider templates for a second – nearly every email marketing service has some sort of template feature. Whether these templates come pre-loaded or need to be manually crafted, there is a tendency for people to become totally reliant on them.
Sure, you may be able to send out way more emails in an hour, but are you really making any impact? Just because it saves you time, does not mean it is more efficient.
A template is just that – a template. It needs to be filled out and personalized in order to be targeted to the reader. The Experian Email Market Study showed that personalized promotional emails had a 21% higher open rate and 41% higher click rate.
What’s the point in sending more emails if no one is going to read them? Yes, it may save you time, but the key to success is a balance between time-saving techniques and leveraging tools to maximize your impact.
With this balance, an email marketing service can expand your business rapidly and affordably.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.