Email Marketing or EDM (Electronic Direct Mail) is essential. But… consumers are smart! It’s not about sending more emails, it’s about sending better emails.
Your email database (if it’s relevant and healthy) is a super fabulous piece of your ‘owned’ marketing mix. Email Marketing (the list and more importantly the person attached to it) is critical because you can’t build your brand and its content on rented land alone. You own your email list. You don’t own the names who follow or like your social pages. You can’t control the Google algorithm or the way it changes.
This doesn’t mean you ditch social or digital advertising. NO WAY! It simply means social and digital advertising alone are not enough to achieve a robust, integrated digital marketing strategy. Email Marketing, along with your website and other digital activities increase the touch points you have with your customers (and that is before we think about segmentation, journey tracking and the rest)!
The Bungalow Team doesn’t believe in a one size fits all Email Marketing format, template or schedule. Being such a valuable channel of your marketing mix (Nielsens: Global Survey of Trust in Advertising, Q1 2013 shows that 65% of people take action when receiving emails they signed up for) means that your email marketing activity is a strategic planning and content creation exercise. You need to set objectives and put in place measurement actions.
To help get you thinking about what type of content might be valuable for your target audience, take a peek at some of our Email Marketing content ideas below. Remember, you are providing a service to your audience when delivering content. It’s not about YOU, it’s about the READER.
Email Marketing Content Ideas
- eBooks and white papers
- Templates and ‘how to’
- Seasonal content
- Surprise and delight
- Success stories / case studies
- Links to relevant articles (your blog or externally)
- Invitations / event sharing
- FREE knowledge
- Thank you / Birthday greetings
- Competitions and promotions