In any case, depending on the greater or lesser frequency of promotional mailings that a brand can offer to its community of users, the user's attention and interest can increase or, on the contrary, be harmed . For example, let's imagine a retail brand that sends promotional newsletters every day... don't you think that the user could end up losing attention to the brand, or even unsubscribe from it?
That said, and assuming that neither you nor I are going to share an excessive number of communications with our users on a daily basis, we will now move on to the second canadian hospitals email list step that we need to consider in terms of Email Marketing strategies: content scheduling . Using an editorial calendar for email campaigns makes it easier for the brand to organize the content, and then schedule it.
But, as you surely know, that monthly or annual calendar that you share with your team cannot be made up of routine content, that is, as a brand, you cannot be communicating the same thing on a daily basis. For this reason, we have created this article: to show you a series of tips that feed the generation of content in your brand; a generation of content that is, exactly, what the user is interested in seeing and hearing. That will strengthen their trust in you, and place you in their Top of Mind for purchases.
Tips for content generation
First of all, you should know that - as we said above - we cannot constantly communicate the same thing. And this would surely be a problem if we did not have resources to turn to. But, my friend, that is not the case: whatever the sector you are in, there is a large amount of content that you can use to communicate and generate interaction with your user community. For example: content based on product reviews and opinions (something that, by the way, is tremendously useful and highly valued by users), audiovisual content that makes the user understand and love your brand more, content related to launches, corporate communications, etc., etc.
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Whatever content you want to communicate in your next mass mailing, grab a pen and paper and write down what should not be missing from your design:
Eye-catching subject line
Even though we have told you this on countless occasions, we think it is worth reminding you again: the subject line and the preheader line are more than necessary elements to attract the user's attention and encourage them to open your message. Because, my friend, without this step... nothing you have captured in your design will be worth anything or provide any benefit.
The subject line is a very important factor when the user decides whether to open the message or throw it directly into the trash.
Careful, neat design in line with your brand
As in Email Marketing and in any other area of the world: presentation is important . Whatever you want to convey to your user, you must express it in a design that is in line with your brand.
It is also important to remember to include your company logo, take care of your spelling, and not saturate the body of the message with many elements that distract the user's attention and cause them to not know what they have to do or how to proceed at a given moment.
Correct writing style
We already mentioned it above, but taking care of your writing style and spelling is something extremely important for your user; for the opinion they will form of your brand. Therefore, we advise you to write appropriately, be brief and direct, and always use the same tone (a tone that reflects the corporate culture of your brand).
Audiovisual content
We have already created more than one article talking about how important it is to include audiovisual content in your message , such as videos or images, that capture the user's attention. Whether it is a video or an image, it must always be of high quality (but not too heavy, or it will block the display of the same) and be in an appropriate place in your design.
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However, it is also important to know that you should not overload your message body with excessive images or videos: that is, one central image or one central video is enough. It is another thing if you want to complete your design with illustrations or small icons, in which case, it is fine; but do not overload your message with relevant content.
Promoting viral content and sharing
Including buttons in your message that make it easy for users to share content that you, as a brand, want to make viral on their social networks is essential to achieving this goal. The virality of content is not something that is chosen; that is, content goes viral or not, but the brand cannot make that decision. The most you can do is make it easy for your user so that, together, you can make content go viral.
Legal text and unsubscribe button visible
Under no circumstances should your message be without legal information about your brand, as well as a fully visible “unsubscribe” button .
There are brands that make it too difficult for users to unsubscribe from a newsletter. This is something that is totally inadvisable for any marketing professional. If they want to unsubscribe, no problem; make it easy for them, and wait for them to come back on their own.
