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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Building or Sourcing Relevant Content Is Not Necessarily More Work

While the concepts of why you want to deliver relevant content are probably clear, the how-to of creating or finding such content can still be an intimidating concept for many organizations. There are budget fears, resource fears, and time constraint fears. You may be thinking, “Great. Now this guy is telling me I have to deliver 752 different versions of this email. How am I going to get all of that content?” If you’re still in this mentality, I encourage you to look at the above results one more time. You must understand that the gains that come from this kind of relevancy are absolutely worth your time. Okay, now take a deep breath. I have even better news for you: Relevancy does require more content, but it doesn’t necessarily mean more work.

Here are some ways to keep the legwork associated with content creation minimal:

  • Reuse and recycle. Dynamic Content such as “from” side can leverage two great concepts that most of us are familiar with: reuse and recycle. Think about it: You can create a content area for a representative that includes his or her photo, name, and contact info. You can store it. You can use it over and over again.

    Reuse and recycle also works with messages that you deliver to new customers. You can create it once and reuse it when your data indicates that it’s appropriate to do so. In fact, messaging based on stage of the relationship—whether it’s a lapsed relationship, a thank you, or a reminder—can ...

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