Contents
- What is content mailing?
- Goals of content mailing
- Types of content mailings
- Formats used in content mailings
What is content mailing?
Content mailing is a series of emails that are not aimed at direct sales. Although such mailings can be sent through various channels, email is the most commonly used. These emails are addressed to a pre-collected database, and their main task is to convince subscribers that they did not waste their time agreeing to receive information.
The content of the content mailing should be interesting and useful so that users remain engaged. For example, Unisender creates content mailings called "Honestly," where experts share their views on marketing and other relevant topics.
Goals of content mailing
The main goal of content mailing is to engage users and keep their attention. This allows for addressing several important tasks:
- Increase brand awareness. Regularly receiving materials from the company helps the user better remember the brand name and its visual elements, such as the logo and corporate colors.
- Increase user loyalty. The theme and content of the emails demonstrate the company’s values, contributing to a positive image. For example, emails about environmental issues show the brand's care for nature.
- Gain delayed benefits. Users who trust the brand and are well acquainted with its products are more likely to choose it over competitors when making a purchase.
Types of content mailings
There are various types of content mailings that can be tailored to the needs of a specific business. For example, online schools are best suited for expert mailings, while game manufacturers should focus on entertaining content. However, these formats can be combined in one email. Let’s look at several key types:
Expert mailings
The main task of such mailings is to demonstrate the company's expertise in its field. For example, a medical organization may share new research in the healthcare sector. It is important that the emails are useful for the reader, addressing their problems.
Entertainment mailings
These emails aim to evoke positive emotions in the reader, associating the brand with pleasant feelings. A good understanding of their audience allows companies to communicate with readers in a relatable way, for instance, by using humor and memes.
Brand mailings
The goal of such emails is to introduce the reader to the brand, its history, and technological processes. Brand mailings create a sense of personal communication with the company, which increases trust in it. Creative subject lines should also be used to attract attention.
Formats used in content mailings
Content mailings can be sent in various formats that align with set goals. The most commonly used formats include:
- Digests, news, and announcements. These emails inform subscribers about the latest events and news from the company, such as new articles on the blog.
- Collections and top lists. These emails offer helpful materials and advice that may interest readers, such as resource recommendations for study.
- Instructions, tips, and life hacks. These emails teach users how to effectively use the company's products or solve specific problems.
- Reviews and case studies. They serve as social proof, showcasing successful examples of using the company's services or products.
- FAQ. Emails containing answers to frequently asked questions help reduce the load on customer support.
- Tests, quizzes, and games. These formats offer users entertainment and the opportunity to interact with the content.