In step nine of our free email series, 20 Steps to Effective Email Marketing, we explore the importance of creating impactful email content. In it, we explain that powerful content creation is one of the most important parts of a marketing plan. It should educate, inform, or inspire your target audience or help them solve a problem. This will help you build stronger relationships with your customers and boost loyalty towards your brand.


Our top three rules for creating powerful content are:

  1. Address a need
  2. Provide valuable resources
  3. Make it personal

Personalise the Need

No two customers are the same. They’re probably in different stages of the sales cycle and their interests may be different too. But this shouldn’t scare you. With the right automation tools, you just need to do the work once and the system will personally and automatically guide each prospect through their particular stage from there on.


Share Good Resources

Videos, blog pieces, and infographics are popular types of content that you can easily share via email, as they’re easy to consume. Whitepapers, case studies, and testimonials build credibility. See what type of content works best for your audience and add those into your content plan.

Adapt Plans as You Go

Don’t be too stringent with your plan though… things change fast in today’s world. Be flexible enough to adapt your content plan as you go, so you don’t miss out on opportunities to send relevant and trending info.

Need to upgrade your email marketing game? Get all 20 steps to effective emails in our free daily email series: 20 Steps to Effective Email Marketing.