In Email, Emphasize Quality, not Quantity

Posted on August 16, 2009


Email marketing has rapidly become all about quality: the quality of the sender’s content and the quality of the sender’s email addresses. It simply doesn’t work to quickly throw together content and send to a large list of non-opted-in email addresses.

Keeping the content simple and valuable is the key to crafting a quality email message. Trying to cram useless information into a message will leave the recipient with little choice but to abandon it with a quick click of the “next” or “delete” button, or even worse—the dreaded spam button.

Below, a few tips for boosting quality when creating email marketing content.

Focus heavily on relevance and value

Always ask, “Will my audience truly appreciate what I am sending them?” Keep the message layout clean and the overall message easy to process.

Think of it as the side of a bus

Design the content like it is going to be displayed on the side of a city bus and people are going to see it as it quickly passes by. Much like an ad on a passing bus, your message may have the recipient’s attention only for a second or two. Make sure the message is well-branded, and the offer and the call-to-action are easy to identify and act upon.

Offer tidbits, not the entire package

When sending article-based email newsletters, try not including complete articles in the email; provide only snippets that highlight the importance of each article, with a link to the full-length articles on your website.

Stick with your opt-ins

Keep your email-address list paired down to only those who truly appreciate your email content. This is the group that knows who you are as a sender, and why they are receiving your messages. They enjoy opening your messages and reading what you have to offer.

Sending to a wider audience can often result in poor deliverability—due to a high number of invalid email addresses and unwanted-email (spam) complaints. Keep in mind that once your overall deliverability goes down, so does the ability to reach your smaller, engaged audience.

Build your list one name at a time

The key to building a healthy list is to invite prospects to fill out a subscribe form that highlights the benefits of being a list member. Adding addresses by the bushel from some poorly managed or a purchased list will rarely lead to favorable results.


Posted in: Marketing