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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.
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