Of late I’ve been getting plenty of assignments that involve writing content for email marketing campaigns. Intermittently a few clients want to know what is the difference between writing content for marketing on the web and through e-mail. I’m sure they want to know whether I know the difference or not and I am writing this blog post to share my thoughts on the subject of writing content for email marketing as well as web marketing.
Fundamental difference between e-mail marketing and web marketing
Let me tell this at the outset that I am not writing this as a marketing person; I am a content writer who knows a thing or two about Internet marketing. Most of the things that I know have been learned by constantly working and interacting on the Internet with other professionals and also with clients hailing from different fields.
Marketing, as we will all agree, is an exercise to promote a product or service in order to increase business. It may involve running advertising campaigns, organizing events and distributing content that makes the recipients aware of the product or the service and its features. Of course I will be talking from the perspective of a content writer.
Content for an e-mail marketing campaign cannot be easily reused
An e-mail marketing campaign is most of the time a one-time affair, or there have to be long intervals before you send the same e-mail to the same recipients. Do it with regularity and it becomes spam. E-mail marketing is kind of push marketing even if you are using an opt-in e-mail list. It normally survives on numbers unless the targeting is phenomenal. The content for an e-mail marketing campaign, most of the times, is not reusable – you cannot send the same e-mail again and again. Every time you send an e-mail, there must be something new in it.
E-mail marketing content must always be to the point
Content for an e-mail marketing campaign must be concise, to the point, and use as direct a language as possible. Say your thing and get done with it. Remember that the person opening your e-mail would be having scores of unread messages in his or her inbox and it just takes one click to open another message.
This makes it more important to highlight the greatest benefits of your product or service at the top of the message. There should be minimal scope for confusion and misunderstanding.
It is debatable what should be the length of an e-mail marketing campaign. It depends upon what you want to convey and who is your target market. For instance if you are a real estate company selling real estate property then your customers will naturally prefer to read more and more before deciding to call you. On the other hand a less important product (for instance, an MP3 player) may not demand that much attention to detail. So write your content according to your market and the product or service you are offering.
E-mail marketing content should be personal
Content for an e-mail marketing campaign also needs to be personal because an e-mail is a personnel message. It is like knocking at somebody’s door in order to convey something. So the least you can do is address that person by his or her name. Even if the e-mail is going to a business e-mail address it will be opened by a person. Create a sense of familiarity.
Content for a web marketing campaign
A web marketing campaign stays where it is as long as you keep it. The content written for a web marketing campaign performs for a longer time. I am not implying that you don’t need to update your web content; I just mean to say it can stay up there for a longer period of time.
You don’t need to be as personnel as in the case of an e-mail marketing campaign because when it comes to your website it is not you who are knocking at people’s door but the other way round. People coming to your website are already inclined towards reading what you have published on your website. They have either found you on a search engine or have clicked a link on another website.
According to me the greatest difference between e-mail marketing and web marketing is that web marketing content is re-usable and it performs for a longer period of time whereas e-mail marketing content is usually created for a one-time affair so you have to make the maximum impact in the very first attempt otherwise it all goes waste. Web marketing content can be altered and tweaked according to the response you are getting; you cannot do this with e-mail marketing content, it’s like the bullet that has been fired and now you can do nothing about it.
