How Your Content Affects Your Email Marketing

There can be a disjoint between different parts of an online business, or between attitudes to those parts. Most people over-focus on traffic, thinking it’s the be all and end all of an online business: just get the traffic and everything works out.

Then, what about your list? Get as many people as possible on the list. The aim is as high a number as they can get.

Then, keeping sending offer after offer to the list.

You might want to read that through again.

Even though it’s a very brief outline, what do you think is the feeling driving these actions?

To me, it looks like desperation. Everything given up in order to get some revenue, any revenue, and to try to keep generating it.

If you sound and look desperate, visitors, subscribers and customers are going to presume you are. It’s one reason why even a big list can suffer a 25% depletion month on month, as subscribers drop opening emails and then unsubscribe.

You yourself are probably in a similar position to many subscribers online. You opt in to various lists and end up getting many emails a day, perhaps even hundreds. What do you do in response to this?

You can’t read them all. You end up only opening a few of them. Which ones? Think about your actions today or yesterday.

Maybe you only regularly open 2 or 3 emails every time. Have you been opening them over a long period of time? Weeks? Months? Even years? Why just those? And why are you so committed to them?

Let me try to explain a bit of psychology that may have gone on, and is going on.

First, why did you join a list to begin with? Did you think there might be a money making opportunity? Or a new online tool to boost your chances of success? Where did you come from in order to sign up?

It must have been some content in some format or other. That content must have had enough information on what you were searching for online or thinking about at the time. You went through that content, were impressed and/or interested in it in some way, and, naturally, wanted to find out more. You clicked a link to do so and signed up. The freebie you got was exactly what you wanted or nearly so, and so were the follow up emails.

Second, the emails kept giving you this information which expanded your view of your niche or topic, and helped you to understand more as well as providing actions to help you get things done successfully.

You looked forward to each email to get more valuable help. There’s a positive reason to keep reading and no reason to stop.

Third, what are your feelings as this process develops? I doubt if you’re desperate, unlike people on those other lists.

What’s happened?

That first piece or pieces of content you experience is vital. Contact with you has not been initiated in the first email but in that content, before you even get to an opt in page. When you do get to that page, you feel it’s worth the slight risk of giving your email in order to trust that you will get more of the same. You will test the marketer by the quality of what they give you next.

Thus, the importance of the freebie which builds more certainty of trust, especially if you’re able to take some actions to get something done you’ve been frustrated about.

The first emails continue to build that trust. And they develop credibility with even more useful content. At the least, your interest and curiosity is piqued and you keep opening the emails.

Fourth, then you’re offered a relevant product. The odds are you would buy it or consider buying it. Again, with a strong guarantee, you have nothing to lose. If the content in that product is the best you’ve come across and helps you move forward in your online business, it’s certain you’ll keep opening the emails.

It’s a pattern of decision and movement. But you have to create it for your visitors, subscribers and customers.