There’s nothing worse than sitting down and trying to put virtual pen to paper, only to wind up staring at a blank screen. Okay, so email marketing writer’s block isn’t on the same scale as the kind experienced by Stephen King, J.K. Rowling, or any other famous author, but it can still be devastating to the viability of your email marketing operations. To keep you on the right track, here’s a few quick ideas that can help get your creative email content back on schedule and landing in consumer inboxes in no time.
Rework Your Welcome Email
Considering that most of the people reading this aren’t sure where to take the content of their next marketing message, why not take a step back and retool your opening letter to new contact list members? Sure, it might not be the direction you thought this endeavor would go, but as Pamela Neely of Web Marketing Today explains, few items are as important as your welcome email.
Whether it’s a new template or an update on what these subscribers can expect, this quick detour can help you shift your focus toward a creative development that’s just as important. Not only does this method ensure you don’t waste your time sitting around waiting for inspiration to strike, it can also help give you a chance to formulate a new idea regarding the content for your current contact list members.
Hijack the News
If this approach doesn’t work, you can always aim at utilizing current events and stories relevant to your audience in your next email. Known as “newsjacking,” the Content Marketing Institute’s Britt Klontz points out that this process can be a little tricky. Essentially, your brand will need to move in real time and capture the fervor and excitement surrounding a developing story. Whether it’s simply linking back to a news sources and bringing the issue to the attention of your audience, or making the most out of this approach by offering exclusive industry-based insight along with the generic overview, being current and relevant is the main appeal of the newsjacking method as it pertains to inbox operations.
Do a “Best of” Edition
Another tactic that can help alleviate the burden of coming up with unique content – while still offering quality and value to the viewer – is a “best of” edition of your newsletter or other email content. As the name implies, you’ll want to dig deep and find the best tidbits and nuggets from your previous messages. Naturally, relying on this tactic too often can come off as a little repetitive, but when used in moderation, this tool can help keep established members interested while simultaneously helping to catch up the newer viewers on your contact list.
Try to Go Viral
For the trendier brands out there, maximizing the rapid-fire nature of social sharing and its connection to the inbox presents the unique opportunity to “go viral.” In her look at this process, Kristie Lorette of the Houston Chronicle notes that more members of your contact list are likely to click that share, like, or favorite button if you include coupons, videos, or even exclusive information or tips that won’t find anywhere else. Of course, going viral is usually easier said than done, but if you have a unique presentation or truly one-of-a-kind experience to tether to your content, the process becomes significantly easier to accomplish.
Say Thank You
Finally, if all else fails and you can’t come up with anything else worth saying to your dedicated inbox following, there’s nothing wrong with taking a few minutes to just say thank you. These individuals are the veritable lifeblood of your digital operations, so making sure they know exactly how important they are to your organization is never a bad idea.
In fact, if you really want to go above and beyond on this front, keying in on contact list member birthdays, subscriber anniversaries, and other momentous occasions can help further endear your brand to your loyal following. Obviously, gathering this information and developing an automated system will require a little bit of extra work, but it can not only help fill in the gaps during email content locals, it can also earn your organization some serious goodwill – something that’s not easy to come by with most audiences.
Hopefully after browsing over these ideas, you’ll find exactly what you need to get back on track with your content development. At the very least, you’ll walk away from your computer with a stable of ideas that can serve you well the next time you’re feeling stuck and unsure of what to say to your email following.