Email Marketing | Use Your Good Content to Stay in the Inbox

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One of the owners of a company I consult for forwarded me this email (right) with the words, "Fantastic email" in the subject line.

I'm thinking, Well, it's kind of great. It's clean. There's some bullets and a call to action. My problem with this email is that it has missed at least one if not two additional opportunities to stay in the inbox of each person on its email list.

For example, when I look at the content of this email, I see the opportunity for three different emails.

1. An email featuring the “all star” speakers followed by a call to action to take advantage of the discounted product.
2. An email featuring the investment topics covered with a call to action to take advantage of the discounted product.
3. And a reminder email sometime before the product discount offer expires.

All of these emails should link to a landing page that includes comprehensive content, of course.

If you can justify emailing your list three times because you have new, valuable information - even if, and especially if, you are using the same call to action - why wouldn’t you?

Don't worry about the whiners. It is harder for a person on your email list to complain about sending three emails instead of one because you are giving them new, important information each time you "blast" them. The upside for you is you get to stay in their inbox on a regular basis without being spammy. (Having said that, yes, eventually you have to stop emailing them, so make a plan and be smart with your content.)

They need to know. If you're offering a generous product discount for a limited time about a topic many people are concerned about in this economy, no less, you should be making noise in people's inbox.

Don't waste your good content on a one-shot email. Break it down, schedule your email blasts and stay in the inbox.