Start learning with our library of video tutorials taught by experts. Get started

Email Marketing Basics
Illustration by
Watching:

Creating valuable information


From:

Email Marketing Basics

with John Arnold

Video: Creating valuable information

The information you send in an email has to be valuable on a consistent basis or your subscribers will quickly become un-subscribers. While it's great to send offers and incentives to make your emails more valuable, some of your email content needs to be inherently valuable as well. That's because typically only a small portion of your prospects and customers are ready to buy when they receive one of your emails. If you limit your email content to promotions and offers, your emails will be irrelevant to the majority of subscribers. Now, here are some examples of content that can add to the inherent value of your emails.

Watch every course in the library with a lynda.com membership.
Each course includes high-quality videos taught by expert instructors.

Become a member
please wait ...
Email Marketing Basics
56m 57s Appropriate for all Nov 15, 2011 Updated Nov 12, 2012

Viewers: in countries Watching now:

Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Topics include:
  • Building an email list
  • Collecting email addresses
  • Offering incentives to increase signups
  • Deciding on a format for emails
  • Including links
  • Sending valuable offers
  • Creating effective From address and subject lines
  • Combing email with social media and mobile devices
  • Managing bounced and blocked email
  • Evaluating email click-through data
  • Automating email marketing
Subjects:
Email Marketing Marketing Small Business Marketing
Author:
John Arnold

Creating valuable information

The information you send in an email has to be valuable on a consistent basis or your subscribers will quickly become un-subscribers. While it's great to send offers and incentives to make your emails more valuable, some of your email content needs to be inherently valuable as well. That's because typically only a small portion of your prospects and customers are ready to buy when they receive one of your emails. If you limit your email content to promotions and offers, your emails will be irrelevant to the majority of subscribers. Now, here are some examples of content that can add to the inherent value of your emails.

Information about products, services, or your company can be valuable, especially for new prospects or people who are interested in learning about new products or the latest trends. Tips and advice can be valuable if buying your products and services involve research, expertise, or sound reasoning. Tips and advice can come from you or your employees or you can feature tips and advice from your satisfied customers or product suppliers. Instructions and directions can tell your customers how to get the most out of your products or services before a sale and after a sale.

Instructions and directions can also help your customers feel smarter about the purchases they make. Entertaining content can include humor, engaging stories, and even professional performances. If you use entertaining content, make sure it has something to do with buying your products and services; otherwise your email subscribers won't be as likely to recall your brand as the source of the content. Facts and research are a good idea when your audience needs more than an opinion to make a purchase decision. Coming up with valuable content can be handled in-house or through external sources such as copywriters and agencies.

If you decide to use content from other sources in your emails, always ask for written permission so you don't violate any copyright laws. Assume all content is copyright protected and consult a licensed attorney if you aren't sure if you have permission to use someone else's content. Hopefully the information in this section has been valuable to you, because now it's time to explore all of the ways to include valuable offers in your emails, to help turn your readers into buyers.

Find answers to the most frequently asked questions about Email Marketing Basics.


Expand all | Collapse all
please wait ...
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.
Upgrade now


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

join now Upgrade now

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Email Marketing Basics.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Notes cannot be added for locked videos.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.