Throughout the years, email has proven to be one of the most effective advertising mediums available, which consequently, makes it a highly effective sales channel. No matter what market you operate in, it is the perfect tool for getting your products or services in front of your target audience. And while its efficiency as a sales tool is well documented, email marketers could also see great success by using this platform to focus solely on content. This article will provide some examples.

Email Newsletters

The newsletter is a perfect example of how an email marketer can be successful with the content-based approach. In most cases, the aim of a newsletter is not to sell, but to keep subscribers up to date with relevant, valuable information. The great thing about a newsletter is that it is sent on a set schedule, meaning subscribers expect to receive it and are far more likely to open, and actually read it. It also provides flexibility that allows you to highlight your products or services in an attempt to increase sales if you choose to.

Video Email

Video is another example of content-based emails marketers can use with great success. It is now very possible to leverage the videos you post on YouTube, DailyMotion, and MySpace to wow subscribers in the inbox. Video content can work to your advantage in a variety of ways, allowing you to engage your audience with visual tutorials, tours of your place of business, or special messages designed for your customers. You can also use it to highlight your products or services, which can of course, result in increased sales. Providing a way to harness the power of sound, movement of emotion, video offers the ability to boost the return on your investment and make a much greater impact with your marketing efforts.

Educational Content

Email marketers can also have success with content-based emails when using this approach to educate their audience. Useful content such as informative articles, tip lists, and how-to guides can go a long way in helping you establish yourself as an expert in the field. Over time, subscribers may consider you a go-to source for the answers to the problems they are facing. Using your campaigns to educate is an effective way to foster the trust that leads to loyalty and better business performance.

Conclusion

By now, we have probably all heard the popular saying that “content is king”. The phrase is used a lot these days, but it is a statement that holds true in both the SEO arena and email marketing game. Content is extremely important and should always be considered one of the core objectives of your marketing plan. Even if sales are your main goal, it is carefully crafted, relevant content that will appeal to the consumer and compel them to buy.

Gary San is a best practices activist and advocate for, a leading Web and permission-based email marketing blog.