Email marketing campaigns depend upon the inclusion of relevant website content to drive engagement and conversions.

For many consumers, subscribing to email marketing campaigns is solely about receiving discounts and special offers from brands. Companies using the channel can increase sales and brand awareness with these campaigns. However, for more than 40 percent of respondents to an AYTM Market Research poll, email marketing enrollment is about learning. These consumers said they want to keep up with a company’s products and services. Moreover, 23.8 percent said relevant and informational website content and articles are the reasons they sign up to receive newsletters.

Developing an email marketing strategy is just like any other form of site content in that it’s important to stay fresh and dynamic. Even for consumers looking for discounts or coupons, interesting content within a campaign can result in more clicks and other forms of engagement. This strategy also prevents email from growing stale. Consistently developing new strategies to make any marketing effort more effective is important, and email campaigns require perhaps more innovation than most.

Even for consumers looking for discounts or coupons, interesting content within a campaign can result in more clicks and other forms of engagement.

Currently, consumers access more email on smartphones than they ever have before. Mobile access has made it especially important to convey brand message quickly and keep consumers interested. Brafton recently highlighted a report from Knotice that found that 27 percent of all emails are opened on mobile devices. With smartphone ownership on the rise, the frequency of mobile email opens will only grow. As such, making an impression quickly becomes even more important. Developing interesting website content that appeals to email recipients can help drive website traffic and keep engagement with email campaigns consistent.

In the instances in which discounts and coupons are included, mentioning this in a subject line will likely result in strong open rates. In other circumstances, subject lines must include trigger words that make prospects want to open the messages and engage with content. According to AYTM, 15.9 percent of consumers said they always access email marketing campaigns they receive, 31.3 percent do so “most of the time” and 30.1 indicated they open half of the messages. Consistently offering engaging content will help an organization develop a rapport with its email subscribers and increase open rates.

In general, email’s sustained popularity with consumers requires a focus on creating engagement to include in these messages. A content marketing campaign that keeps new articles appearing on a site can improve email as well as other web strategies. Whether it’s social media marketing or an SEO campaign, high-quality site content gives prospects a reason to consistently engage.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.