Email marketers are always trying to get their content seen, read, clicked, and shared. For this to happen, it is necessary to bring out your creative side and think about new ways to produce and send newsletters and email campaigns.
The first rule of all email marketing content is: it should ALWAYS be relevant to your audience. But even if you got that part figured out, if the content you produce is pleasing your contacts, there are ways to innovate and think about different email marketing approaches that can get you more engagement or even more conversions (if you are sending a commercial campaign).
Using popular topics, that are currently being discussed in social media, news and sites can be an interesting way to go, because it puts your email in the spotlight by making it relevant and current to your audience. We had the idea for this post when we received this newsletter from Action Rocket. When this email was sent (September 26th), there was one really popular subject: iPhone’s bendgate, when new iPhones started bending in people’s pockets. Several brands jumped on the opportunity to make some jokes at Apple’s expense, especially on social media. Action Rocket was more subtle and used the #bendgate as the subject for their newsletter EmailWeekly: This email won’t bend
Why does this subject line works so well?
- Because it uses a trending subject (also known as newsjacking) in a comic way
- Because it takes advantage of a good, relevant topic
- Because it makes sense to this newsletter’s audience
- Because it makes the email pop out in the inbox – as it is unexpected
- Because this is a weekly newsletter, its title is identifiable and people who have received it know what it is all about
You don’t have to use news and popular stuff on your subject line necessarily, this is just one of the ways to get noticed, and is also a good one in case you can’t seem to find a convergence point with your newsletter’s copy and objectives. The important thing to remember is that your message needs to be relevant to those who will receive it. There’s not really a point in trying to get people’s attention if you fail to deliver good content. If you are trying to produce a newsletter that engages your audience, trust us, this is not the path you’ll want to follow.
How can I keep up to date with popular topics?
There’s a good chance you’ll already know special topics to bring and discuss with your contacts, but if you are in need of some inspiration, you can always go to Google Trends, that shows which topics are the most searched at the moment. Another good option is to use social media, such as Twitter’s Trending Topics or Facebook’s Hashtags. You can also go to BuzzFeed and Mashable to see what kinds of topics are being shared and are popular. The type of content you’ll search for will depend on what your newsletter’s goals are and who your audience is. If you send serious campaigns focused on business, you should look for another source, maybe LinkedIn.
As it is in all aspects of email marketing, the important thing is to test, test and test a little more. Find out what works with your audience.