Do you really know what your email audience wants to read?

• Do offer links to educational content and free research reports, but consider what to send and at what point in the buying cycle to send it – buyers like white papers and research reports, but possibly not as much as you think they do, and they don’t much like being overwhelmed
• Think more about links to industry news and articles – a quick personalised email note with a link to an interesting article goes down pretty well according to this research, and helps you stay in touch
• Do offer competitive buying tools and comparisons, because although they’re not quite as important as you might think to buyers, they still are considered useful
• Promotional content is good – but don’t confuse it with educational content
• Look and feel of the email body content itself can affect whether you get the clickthroughs – highlighting key words and phrases is reported to be very effective, especially those that link to more information