A report from Elite Email found that that email marketing campaigns benefit from the inclusion of timely events in content.

A report from Elite Email suggests that companies using email marketing should apply the same concept of trending topics that improves website content to their email campaigns. The study found that seasonal and timely email content generated greater open and click-through rates when compared to other messages.

Elite Email cited a lawncare company that ups its email efforts during the late winter and early spring. According to the report, focusing on spring lawncare tips resulted in an 8 percent higher open rate and 11 percent greater click-through rates. The data demonstrates that using certain seasonal topics can help companies improve the appeal of their email messages, and it highlights the demand for timely website content. Fueling a site with new and trending content then sharing headlines via newsletters is a great way to bring subscribers to business sites (where there are opportunities for them to convert).

Including links to news content marketing campaigns in email marketing messages that discuss timely events in the context of how they matter to prospects can help improve readership.

In the coming weeks, companies can look to national holidays, such as Mothers’ Day and Memorial Day, to create content that relates these events to their businesses.

In the past, Brafton has highlighted a number of events and holidays that businesses used in email and broader content marketing campaigns to provide interesting and timely angles for articles or blog posts. Martin Luther King Jr. Day and Valentine’s Day both presented businesses with opportunities to leverage timely events into their marketing campaigns.

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.