Marketers spend hours on discussing the content of their email campaigns. Endless blogs, white-papers, seminars and discussion fora treat this topic.
The reason for this is obvious: content is key. The content needs to translate the business objectives (such as increase sales, promote subscriptions, improve customer relations…), while coming up to the expectations of the recipients. The marketer’s knowledge, gut-feel and experience are an excellent starting point. But are you sure this the content that your recipients would like to get?
This might be the reason why recipients get emails in their inbox which are optimized from the senders point of view, and not from the recipients point of view.
About time we start listening to our customers. Let your customer decide what adds value and what does not. Watch his clicking behaviour.
Each click reveals the expectations of the recipients. The only thing we need to do is listen.
We have 2 eyes, and 2 ears, but only 1 mouth. Let’s use them in this proportion.
As I also want to listen to my readers, kindly let me know what you think of this blogpost.
Pieter Wuyts
