How To Create Valuable Content For Your Subscribers

I have probably sent half a thousand emails in the last 3 years. It might not be a huge number but I certainly learned what goes well and what doesn’t.
But before starting to write your email, you should always segment the emailing campaigns into several email types, just like you have to do with your subscriber’s list.
There are several types of emailing content, according to every industry, but I am going to write about 3 main types of content that you should use in your emailing campaigns. Note that I am going to write only about campaigns sent to your prospects lists and not emails sent to existing customers.
1. Launch of a new product or service. This type of email content should be short and have a clear call to action. Usually the call to action sends your prospects to a certain landing page or website where they could find out more about the new product. Moreover this kind of emails should contain a discount if the product is tested or bought in a short period of time from the launch date. Prior to this, make sure to prepare documents that explain very well why this certain product helps your prospects and also, documents on how to use it.
2. Informative e-mails or newsletters. This the most frequent type of emailing campaigns, which should be sent on regular basis, depending on how you accustomed your prospects. Also, this type of email content should contain useful tips, information or news that set the sender as expert in their industry. This kind of emails contain calls to action but don’t usually contain a sales pitch. Its main purpose is to create awareness and gain trust from your prospects. I recommend to insert in these Newsletters success stories of your customers, interviews with customers or employees and even some figures resulted from customer surveys (of course if they are positive towards your business)
3. Product or service offers. This type of e-mail content is mainly used to boost sales on a certain product or service. The content should talk about some benefits that are highly desired but the accent of the email should be on the offer (discount pricing or bonuses). Be careful with this kind of e-mails; if the timing isn’t right (these should be sent long time after the first customers bought it with full price) or the frequency is high (weekly offer emails are sent) you could not only diminish you click-through rates but also increase your unsubscribe rates.
The segments of email content I present above are only some of a large number of other segments, but I consider these 3 the main segments content emailing is divided between. If you consider these segments before you start writing the content I assure you that the results of your emailing campaigns will be higher.
On the other hand copywriter and marketing guru Bob Bly divides emailing campaigns into other 3 segments. These are: stories, content, and teaser.
1. A “story” e-mail is just that: an e-mail that tells an amusing story or anecdote.
2. Content – An e-mail marketing message that actually presents an idea, tip, advice, or other content can often work better than one that is merely a sales pitch for a product.
3. The third type of e-mail is the ultra-short teaser e-mail. The lead talks about a benefit, a solution to a problem, or something else highly desired by the reader.
And the next paragraph promises to deliver this benefit or solution when the reader clicks on the hyperlink to the landing page.