You are using email as a marketing medium because you want to increase your sales using a low cost, instant communication tool. Unfortunately, so too do a lot of other businesses. Your next challenge is getting through the clutter so that your emails are read by your intended audience.

The single best way to be read is for your customers to want and expect to receive your communications. Different customers will find varying levels of value in your communications and it's up to you to determine what that value is. The following sections will help you identify the best content strategy for delivering the most value to your customers.

Some of the most successful email content includes:

• Information relevant to their needs
• Special offers and discounts
• Information about product developments and new services
• Industry news
• Information specific to your area of expertise
• Case studies and examples of work you've done with other clients

Email marketing will work best for your business if you can offer something to your customers which has value to them, but does not hurt your profitability.

Some examples of value include:

• Relevant information
• % Discount
• Free gift
• Free trial period
• Buy 2 get 1 free (or other variation)
• Increased/bonus rewards points
• Flexible payment terms (eg 90 days no repayments interest free)
• Free/discount refills
• Free/discount upgrade
• Free/discount audit or needs analysis
• Free reports or advice