Relevant content 'crucial for email marketing'
Thursday, 09, Oct 2008 08:23
Online marketers should ensure they make their content relevant to wider events of the world, according to a sector commentator.
Michelle Eichner, co-founder and vice-president on client services at email delivery auditing firm Pivotal Veracity, makes her comments to DMNews, stating this can create a stronger bond between a firm and its customers.
She uses an example of New York-based retailer Macy's, which used the subject line "Keep your car parked at home - clearance items ship for just 99 cents" as part of its email campaign.
Ms Eichner states that the "initial carrot" is not the reductions in price the company mentions in the body of its email, but the "instant savings" on "a pain shared and felt by everyone" given the current economic climate - the price of fuel.
Concluding, she states: "Make your content not only relevant, but relevant in the bigger context of what is going on in the world around you and more importantly, your consumers."
Ms Eichner's comments echo those of Graham Charlton, who recently wrote on E-consultancy that unique and compelling content is of great benefit to blogs.