The latest Marketing Sherpa research surveyed 1,100 email marketers about the major hurdles in creating effective email communications. In addition, they wanted to know if there was a difference between emailing to B2B and B2C audiences.
Biggest challenge is creating relevant content
For me as a copywriter, the main finding was interesting. The biggest challenge that email marketers – both B2B and B2C – faced is delivering highly relevant content to their target audience.
The more targeted an email campaign, the more content is required. Developing a sufficient amount of content is a time-intensive process that many marketers do not have the resources to produce.
This is something that I see a lot of clients and businesses struggle with. They want to email customers or clients but don’t want to send emails that are less than 100%. As such, a month turns into two which turns into six or twelve and they don’t send a mail to connect with their customers.
Quick content creation tip for 2011
Going into 2011, create a content strategy for your email newsletter. The hardest part is getting started, so now, right now, grab a pen and paper. Write 12 topics about what you’d like to talk to your customers or clients about.
Don’t forget to let me know when you’ve written at least 12 ideas.
