Content for your email marketing setup

Why email marketing at all?

Because it's an effective way to reach your target audience - and they've already indicated that they want to hear from you. Otherwise they wouldn't have signed up (and given their personal information in return).

No matter what industry you're in, and no matter how niche it may be, if you have customers who have signed up for your newsletter, it means they want to hear from you and what your business has to offer. And when a potential customer has already signed up for your newsletter, there are great opportunities. Especially if they also open your email. Then you have their attention without having to fight for it.

It is therefore an effective tool for you as a webshop owner to communicate with your target group and at the same time make it personal, whether it is in relation to sales, customer care or knowledge sharing. In addition, emails just convert really well and can help to give you a high ROI (Return of Investment). This means that you can get your investment back many times over. In fact, you can get up to 42 times your money back if you engage in email marketing.

Content types for different niche areas - it has to make sense

When choosing content for your email marketing, it's important to be critical in your choice. Because email marketing is about more than just sending out a great offer and information about new products.

It has to make sense for your business and be valuable and relevant to your customer segment. So always ask the question: Does it make sense for my industry, my target group and my company? We'll cover live videos, guides, customer clubs and much more in the different niche areas below.

Beauty & fashion ideas

The fashion and beauty industry is highly competitive, so it's essential to make yourself relevant and visible to your target audience. If you have a customer club, you can send out information about it - what do you get out of being a member of your customer club and how do you become a member?

If you have a special calendar of events for members, include it in a newsletter. You'll show both current customer members what they can expect, but also what others will miss out on if they're not a member. This could be anything from earning points and special discounts to pre-sales on selected products and collections and live auctions.

You can also post content with beauty tips such as "how to make your eyes look bigger" or "beauty product must-haves for your morning routine". You can also post videos demonstrating and showcasing new products, collections or bestsellers such as "how to use Dyson's new curling iron", "what size Birkenstock should you choose?" or "which shoe care products to use for which shoes?".

Look at what your customer base asks about the most, or what new products are coming in, when coming up with topics for your content. If you have a customer service centre, ask what they get the most enquiries about so you can get ideas for content and save their time. If not, check Google Analytics or other tools to see what words and products your customers are searching for on your website.

By using one or more of the above examples, you show your target audience that you are more than just an online shop selling cosmetics, hair products or clothes. You show that you also provide tips and tricks on how to use and combine products, making you an expert and a helping hand.

Ideas for food & drink

Without food and drink, the hero is no hero, so show your mailing list why you are the leading supplier or expert in the field with tasty dishes and useful information on trends, tendencies, combinations, etc. trends, tendencies, compositions, etc. Whether you're a large online store or a small niche shop, don't hold back on getting into content production.

This could be anything from live wine tastings, new recipes or guest posts from chefs, dieticians or athletes. Themed weeks or months are a great way to really delve into a particular gastronomic corner and make use of the different examples above.

The theme could be French cuisine, for example, and you could interview a French chef, organise video tastings of French wines, and create delicious traditional recipes that appeal to different levels of experience. You could also create a must visit restaurants when in France. So the only limit is your imagination as to how you can showcase the many delights and flavours of French cuisine, for example in this case.

Ideas for pets and animals

Danes care about their pets and only want the best for their four-legged friends. However, it can be a jungle to navigate what exactly is the best. You need to help them make sure their pets get the best, and there are many ways to do this.

If you have a customer club, you can publicise its benefits through special offers, points collection, guides and videos, or pre-sale opportunities. Send out a calendar so members can see what they can look forward to and what non-members are missing out on.

Above all, don't hold back on sharing your knowledge. This could be anything from guides on "how to train your dog" and a post on the dos and don'ts of choosing a dog shampoo to interviews with competitive riders, dog trainers, etc. or showcasing a new type of pet food. If you have a physical shop, you can invite people there for special events.

By sharing your expertise, you show your target audience that it is safe to shop with you and that their pets are also in safe hands with you. In other words, it puts you in the thought leader position.

Ideas for sports & fitness

Health is on many people's agenda today - no matter what type of sport you do or what lifestyle you follow. However, it is also a concept that has been the subject of much debate. It's important to be critical about what you're communicating and whether it fits your brand.

You can post anything from free training plans in your living room to interviews and posts with athletes, coaches or customer experiences. Examples include "how Henrik lost 60kg", "know the different types of protein powder", and "10 songs you should have on your running playlist". The possibilities are endless, as long as you stick to your target audience.

If you have trainers and instructors, you can organise free live sessions and team training so that members can try it out before committing to your service or product, for example. This will make it easier to attract new members, but it's also ideal if you're expanding your range with something new.

Are you ready to take your email setup to the next level?

Common to all industries is that you need to show your target audience that you're an expert in the field and that you know what you're talking/writing about, so that they think of you when they're buying pet food or following a new beauty routine. You need to become their top-of-mind for particular aspects of their life.

By choosing one of the above ideas, you are not only creating content for your email marketing, but actually also content for other relevant platforms such as your website, LinkedIn, Facebook, Instagram or similar.

Therefore, you do not have to think that you only need to create content for your newsletter, but more targeted content to be used across channels and platforms, where the newsletter just ends up being a tool to make the target group aware of it.

We hope we've whetted your appetite to start creating creative content for your email marketing.

If you want to know more about email marketing, read this blog post