Posted by Gareth Cutter on 22nd May 2008 to
Best Practice This month at eMailCampaigner we've been thinking about the Pareto principle: a versatile 80/20 ratio that can be applied to many things in life - including email marketing content.
'Content as King' has been a popular topic in the marketing world of late - good content to be precise. We know that you can try to dazzle your audience with a fancily designed email but all those bells and whistles could leave them feeling dissatisfied if there isn't the content to back it up.
This is why we try to follow the Pareto principle: 80% information-rich content, 20% marketing content. This ratio is especially important if you're writing in the business to business market: experienced business people will see straight through your compaign if it's nothing but boast copy.
When we write our email campaigns, we talk about the problems people might be facing and the benefits they'll experience by using our products first. Save the company's vital statistics until the end – people won't care unless they know what you're going to do for them.
