When you use email marketing to share news about your business, a good practice to gauge whether your news is relevant to your reader is to consider the news from the reader's perspective. You may find pretending to be the email recipient and asking the simple question of, "So what?" a great test for relevancy in your email marketing.
For example, you write, "We are thrilled. We just hired a new shipping clerk," and show a photo of the new employee smiling and you think it looks good, right? Well, now say to yourself (as the reader... your prospect or customer), "So what?" All of a sudden, you see the obvious -- there is quite a bit left unsaid (from the reader's perspective).
Considering this same example, what if you included something like, "And, now with Jane Doe on board, we are launching our brand new, 24 hour shipping guarantee," and also add how shipping will be more efficient, and there is now a direct contact to handle shipping-related questions, concerns, or problems, etc.? See how your once uninspired 'news' turns into something relevant for your reader?
Simply by answering the "So what?" question posed by your reader, you are now better prepared to write copy that truly is relevant and thereby, newsworthy.
Written by Gen Cole, President
Gen Cole Communications, Orlando, FL
...providing email marketing services to music artists, entrepreneurs, and small businesses.
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