Article · Email Marketing
Make email worth receiving
An email should have a reason to arrive.
An email should have a reason to arrive. A useful update, answer or next step gives the reader something clearer to do than simply notice the brand.
Why the topic matters now
Someone comparing providers needs different information from an existing customer. Plan messages around that context. Keep the subject, content and destination consistent with the purpose.
Name the purpose before drafting.
Judge the response in context
Look at relevant replies, actions and later conversations. Consider complaints and unsubscribes too. Sending more often makes sense only when the additional message is useful and the audience has an appropriate relationship with you.
Match the message to the recipient’s situation.
Put the idea to work
Name the purpose before drafting. Match the message to the recipient’s situation. Assess the response before increasing frequency.
Replies, actions and unsubscribes provide useful feedback.
Why this matters
Give the work a useful business purpose.
A useful message helps the reader understand or do something.
What to understand
Three ideas worth keeping.
The purpose
Give the message a reason to arrive.
The useful check
Match the recipient’s situation.
The next step
Review actions and unsubscribes.
Aeolus view
Keep the useful question in view.
A useful message helps the reader understand or do something.
Prospects and customers need different information.
Replies, actions and unsubscribes provide useful feedback.
Name the purpose before drafting.
Assess the response before increasing frequency.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.