How to Keep Your Email Content Fresh


It’s that time again — time to send out your e-newsletter to your list. These people are dying to hear what you have to say next, but you’re just sitting there staring at the blinking cursor (and a beautifully designed, but blank newsletter template).

You don’t want to send the same ho-hum info that all the other wedding pros do. You want your content to be crisp, fresh, and downright engaging.

What do you do?

Check out five ways to keep your email content fresh.

1. Just Ask

Nobody is better suited to tell you what they want than all the folks that jumped on your list. They subscribed to your list for a reason. They want to hear what you have to say, so ask them what they are looking for from reading your e-newsletters. Send out an email asking them. Have them hit the reply button to deliver the info to you. You can also send out a short survey.

2. Look at the Stats

Do how-to articles seem to get your clients’ motors running? Focus on creating and sending out more of these types of articles. Pay attention to the open rates and click-through rates on your past e-newsletters. See which types of content have the highest open and click-through rates. Then, mimic the characteristics of those e-newsletters.

3. Be the Resource

Sometimes it’s not even about writing or creating the content yourself. Instead, be the resource of fabulous info. When you come across a great article, blog post, video, infographic, or other piece of content that is relevant and useful to your dreamiest of dream clients, spread the wealth. Tell your subscribers about it, what your big takeaway is, why they should check it out, and give them the link where they can see it with their own eyes.

4. Be Trendy

Trends are trends, well, because they come and then they go. Follow the trends in the wedding industry or follow trends in general and somehow link them to the wedding industry (using sites like Google Trends). Share the trend, voice your opinion, and tell them how they can apply the trend to their wedding.

5. Get Personal

Be you when you write the content. After all, nobody else can do it. Infuse your personality into your writing. Share your personal stories or experiences (brides, grooms, and wedding couples tend to eat this stuff up). Allow your personality and character to shine through in your content, so couples can see that there is a real, live, and breathing human being behind the business.

You should be just as excited about creating the content for your e-news as your wedding couples are to receive it (and read it). If not, it might be time for some spring cleaning to freshen things up and put the excitement back into your content.

About the Author

Kristie Lorette McCauley
Kristie Lorette McCauley

Kristie Lorette McCauley is The Wedding Planner Copywriter. She offers do-it-for-you and DIY web copy solutions for wedding planners. Grab her free playbook: The Top 5 Secrets to Winning Website Copy for Wedding Planners.

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