How to Inspire Customers to Forward and Share Your Emails

In so many of our conversations with friends and colleagues, we wind up referencing interesting data points or tips that we’ve come across in a newsletter. Wouldn’t it be great if your email newsletter were the source for these conversation starters?

Yet with all of the millions of emails that flood inboxes each day, it’s getting harder to make it past the filters, much less create the content your customers look forward to reading.

The foundation of good email content strikes a balance between information that demonstrates your industry expertise while also presenting quality offers. In the ideal scenario, your email is not only read: it’s also saved, shared and discussed.

So how can you make your content stand out and inspire readers to forward and share it? Here's how.

1. Cite unusual facts. The combination of your in-depth industry knowledge and a bit of research can lead you to uncover interesting nuggets that people pass along. Just be sure the facts are related to your industry and aren’t commonly known.

2. Include a poll. Take a look at the running headlines or upcoming holidays and create a poll about a topical issue. For example, if your company sells outdoor sporting equipment, you could ask readers about the top recreational sports they’ll be participating in this summer. You can add another interesting dimension to this by segmenting it according to the top interests throughout different parts of Chicago.

3. Use infographics. Infographics are a wildly popular way to share milestones about your industry and business. You don’t have to go overboard with the graphics, simply take a look back in time and play on readers’ general interest in nostalgia and fun facts.

4. Add images. In addition to the infographics suggestion, you may want to consider adding images in your newsletter since visuals are more likely to draw readers to the accompanying story.

5. Insert sharing buttons. This may sound simple and straightforward, but adding sharing buttons is sometimes overlooked. So be sure your email makes it easy for your readers to pass along your content.

6. Spotlight a customer. When you spotlight a customer or a group of customers, you increase the likelihood of them passing along your content to their family and friends.

7. Run a contest. Going beyond simple random drawings, develop trivia contests or other thought-provoking ways to connect with your readers. Additionally, consider offering several prizes. This way, your readers will be more inclined to participate since the odds of winning are increased.

Steve is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales, and fundraising help associations, small businesses and nonprofits achieve success.

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