Email is a medium, a tool, a place to tell a story — not a purchase or a conversion (not yet, anyway). It’s a tool for communication. One that we only want people to spend as much time reading as they do converting based on your favorite key performance indicators (KPI).
If you’re like us, you can get some good analytics around what content works and what doesn’t. Here’s what a narrowed search of our most popular blogs shows…
Looks like we have a lot of great retail marketing titles up on this list. This is a good indication of what kind of content we can reproduce to attract more interested readers.
The difference in how you present your content depends on a few items:
There are some good resources below, but first ask yourself:
Of course, there’s no better example of good emailsmanship than our very own marketing department. We have thought long and hard about the voice of our emails, and we’ve found that a fine mixture of intrigue, suspense, and exposition makes the perfect messa- … only kidding. There’s no perfect message. However, the voice you use will develop over time and be influenced by things like the writer, presentation, vernacular, what’s presented, and how well it’s received.
But there is one thing you want to maintain throughout the process: consistency. Consistent content voice is why subscribers open your email instead of others, it’s why they don’t unsubscribe, and it’s how you keep them around.
There’s another way to look at what voice does: It adds value and character to your emails. It separates you from the crowd and makes you stand out.