The Five Ws of Email Marketing: What

Posted on Apr 25, 2012 in CHI University
Tags: public relations, integrated marketing communications, email marketing, email marketing tips, pr, pr tips


What Content is Important Enough to Get Attention?

Now that we’ve covered who your email marketing campaigns can target, we can move onto the second W of email marketing – the What.

What content is important enough to get the attention of your target audience so you can get them to:

  1. Open your email, and
  2. Keep your products or services in mind so they think of you when they’re ready to buy?


The #1 Way to Grab a Reader’s Attention

Your subject header. Your subject header is undoubtedly the fastest and most effective way to get and keep the attention of your audience. Think of your subject header as your headline. As your headline, your subject line needs to:

  • Hook interest
  • Compel the reader to look further
  • Avoid spam filters

One way to ensure your subject header does all these things is by testing it on a subset of your audience. Send a test email blast and see the response rate.


Keep Your Email on Topic

Limit your email’s topic to your readers’ interests. Since you can divide your audience as finely as you want to and distribute an email to however many specific contacts you want, customization is key. Stay on point and make sure it’s a point that your recipients care about, such as:

  • Tips for improving their efficiency
  • Tips to ensure their business’s success
  • Expertise from your business
  • Information that sets you up as an industry expert
  • Surveys where you share collected information


Tips for the “What” in your Emails

Here are some helpful content tips for the “what” in your emails:

  • Keep it succinct
  • Include a call to action
  • Keep it credible
  • Proofread
  • Include contact information
  • Include an opt out
  • Make sure your response mechanism is up and ready to go

In our next blog, we’ll hit W #3: When. Stay tuned for our next blog or contact CHI today for more information about email marketing.

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