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Print ArticleContent-driven, lifestyle-oriented e-communications are becoming more widely accepted by consumers. When produced professionally and managed attentively, they can become an effective marketing solution for service providers such as equipment dealers and landscape contractors.
Pure Promotions Rarely Work
Purely promotional emails are not very effective, says Dave Fish of IMN, a content-driven e-communications company based in Waltham, MA. Promo-only emails often result in a high number of recipients who “opt out,” or unsubscribe from the list.
“You can erode your email base by 2/3 in a year by putting out thin, promotional emails,” Fish points out. “Because email marketing is so cost-effective, you certainly don’t want to throw this opportunity away by turning off your audience.”
Content is the Key
You can hang onto more than 90% of your email base when you provide useful content. Professional, high-quality content that is easy to read, listen to or watch accomplishes a number of things:
- Surprises your audience because they’re used to getting promos all the time
- Engages your audience because there is interesting content to hold their attention longer
- Helps you stand out from other businesses that are just sending promotional emails.
The Right Frequency is Vital
Send out your e-communications monthly, Fish advises. Quarterly can be too infrequent, causing a larger percentage of your audience to forget about you and opt out. On the other hand, more often than monthly can be too much.
When you send quality content on a monthly basis, Fish says the following are realistic goals:
- Less than a 1% opt-out rate each mailing
- At least a 20% open rate each mailing
“Direct mail typically generates a 1-2% response rate,” Fish points out. “So I think you’ll agree that taking the time to get this e-communications thing right is well worth it.”
Measure to See What Works
Measuring your content to determine what is being read is an essential part of “getting it right.” Companies such as IMN can help with this. “Our unique tracking tools can help you learn what your customers care about most,” Fish explains.
Content can include information specific to your industry or company, such as lawn watering tips or lawnmower maintenance advice. If it’s informative and engaging, it can work.
