Content is still king when it comes to email marketing. But what happens when your content well runs dry? How to do you keep up with the constant demand for quality information? Even though continuous research is necessary to maintain a steady stream of quality content for email campaigns, there are other ways to improve and maintain content subscribers are used to without spending hours and hours conducting online and offline research.
Conduct Research in Advance
Once you determine the types of information subscribers are hungry for, find the resources necessary to give it to them and make a list. Doing the research upfront will save time in the long run and help you maintain 'expert status' in the eyes of subscribers. Spend an afternoon researching websites, blogs, books, presentation transcripts, videos and other resources and build a 'library' for yourself that you can go to whenever you need to pull a statistic, fact or when you just need a little inspiration.
Most professional, reputable informational websites regularly update their information and send email updates regarding new articles and other items when they're ready.
Attend Conferences/Take Classes
Educate yourself by going to conferences or by taking classes that pertain to the niche/industry you sell goods and services to. Regardless of whether you have a brick and mortar business or strictly online business, it's important to remain knowledgeable about products and services you sell, along with industry practices, news and events so you can help customers in every way possible. Having expert knowledge will set your business apart from everyone else's - this will increase sales and improve your reputation as the person to go to in your niche or industry.
As a result, you will find endless ideas for new content for your mass email campaigns. Fill your newsletters with the stuff you learn to build a loyal customer base.
Interview Other Experts
Along the way, you should meet others in your niche or industry with insider knowledge to pass on to others. Interview these people and share what you've learned with subscribers. Present the information in written form or create a simple video presentation. Include a link to the video in email content, on your website and social media pages.
Speaking of Video...
Create a series of how-to videos that demonstrate how to use products or how to use specific skills that pertain to your niche or industry. For example, if you run a paint store or sell painting supplies online, create a series of videos that show newsletter subscribers how to paint certain surfaces such as sheetrock, concrete, wood or metal.
Publish an Email Series
Break up larger topics into smaller ones. Not only does this allow subscribers to digest the information at a slower rate, it also allows you to quickly and easily provide two or three weeks' worth of quality information. Outline larger topics and create several small messages in advance. Send them out as you normally would. This will give you a little more free time to work on other parts of your business.