The thought of creating a Monthly or even Weekly newsletter can be daunting, what do I say? What shall I talk about? Who is going to write all this?
By following some simple tips and planning this process should become a lot easier for you. With only a small bit of effort you can start to produce emails that are interesting and worthwhile for your Customers and definitely for you and your Business – Various studies have found email interactions to increase propensity to buy, in fact it remains one of the strongest methods to interact with your customers of all ages.
I’ve collated 5 Tips to help you start thinking about how to create good content. You can also check out 10 email content ideas
5 tips for email content
1. That gives me an idea! – keep a resource folder
Thinking up ideas for content is a creative task, and requires some thought. You can help this by building content needs awareness.
As you go about your daily business, keep your content needs in mind. That way you’ll find messages, phone conversations, pictures, websites or customer conversations triggering a “that gives me an idea” response. You’ll need somewhere to store these ideas so make sure you choose something that works best for you and you are comfortable with, a notebook, postit notes or a file on your laptop.
Maybe your have staff or co-workers have ideas that they can share as well. Think about how best to pool these, but keep it simple – its not about creating more work.
2. Use Analytics and research
You should have analytics in place, to measure your email and web interactions, which pages are most read, which emails get the best response, what are your customer profiles, what do your Facebook comments say, what keywords are people using to find your site? Use all these to pick product and service topics that interest your readers.
Use existing market research, social networks, discussion forums, customer conversations (on the phone or over the counter) to pick up topics, issues, needs and themes that will engage your audience. You can also simply ask: conduct new market research.
In the long term the effort you put in here, will mean less effort and time wasted on marketing messages that lead nowhere for you and your customers.
3. What are others doing?
What are others doing, is it good? is it bad? You can learn from both. Competitors, Manufactures or Dive clubs: sign-up for their emails, get on their Twitter feed, check their customer forums or Facebook pages, check their content. It needn’t even be Dive related we all get email from many different companies: Amazon, ebay etc.
4. Talk to your store or training centre staff.
Don’t deal with your customers directly on a daily basis? Then who better to speak to than those that do, counter staff at the shop or an Instructor.
Instructors who deal mainly with your OWD candidates might have different views on customer issues, questions and interests and their views on your products and services then those that may deal with higher or more advanced level Divers.
5. Readers Choice.
A more advance suggestion. Allow users to select interests as part of the sign-up process. For example you could offer distinct categories: Special Offers, Courses, Dive Club events or Gear Reviews. A Special offers sign up might be a good prospect for a quick sale if the offers right and the Special offers list might be a good place to try out offers before publishing them to a wider audience once you know they work.
An Events list subscription might be a long term servicing and refill Holiday travel or prospect. Separate lists give you the ability to target you customer base much better, though it will not be suitable for all.