Assorted Wisdom

Emails Have To Be Valuable

Emails Have To Be Valuable

The information you send in an email has to be valuable on a consistent basis or your subscribers will quickly unsubscribe.

While it is good to send bits and inducements to make your emails more valuable, some of your email content needs to be basically precious as well.

It is typically only a small portion of your prospects and customers are prepared to purchase when they get one of your emails. 

If you limit your email content to promotions and offers, your emails will be immaterial to the bulk of subscribers.

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 of the people who are interested in learning about new products with the latest trends.

Tips and advice can be valuable if purchasing your goods and services engage research, expertise or sound reasoning.

Tips and advice can come from you, your employees, feature tips and advice from your satisfied customers or product suppliers.

Instructions can tell clients how to get all out of your products or services before a sale and after a sale.

Instructions and directions can also have your customers feel smarter about the purchases they make.

Entertaining content can include humor, engaging If you use entertaining content, make sure it has a little to do with purchasing your goods & services otherwise your email subscribers won’t be as likely to recall your brand as a 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 email 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.