Content: One of the Most Overlooked Reasons Why Email Marketing Fails

One of the most overlooked reasons why many small businesses and organizations fail at email newsletter marketing is because they can't consistently create interesting and informative newsletter content month after month. While most email newsletter marketing obstacles can be minimized by outsourcing -- deliverability issues, list building, creating templates, campaign reporting, keeping up with the latest best email practices -- content creation remains a challenge because it's time consuming.



So, unless you have someone on staff who can research, write and edit your stories, and find and edit your images, your email newsletter is unlikely to succeed. And, if you think simply cutting and pasting your sales copy or product sheets into a template is going to work, think again. People want value. They want fun, interesting and educational information. If your subscriber feels you've just wasted his or her time, your email newsletter will not be well received. Following are some resources to help your email newsletter marketing efforts pay off:



Free Articles -- There are many sources for free articles on a wide range of topics, from computers and dating to self improvement and weight loss, and everything in between. The quality of the writing varies, so be sure to compare a few. The good part is most of these sources are free. The bad part is you have to credit the author with their biography and links. Depending on your overall goals, this may not work for your email newsletter. Two good examples include ArticlesBase and ArticlesFactory. While there are a few free sources that do not require credit, it will likely take you hours to find the right article.



Free Pictures -- A few interesting images can really help your email newsletter stand out. There are hundreds of sites that provide free stock images. But, once again, most of them want you to credit the photographer and link back to them. But, there are some truly free ones, such as morgueFile. In most cases it's worth spending a buck or two to get the images you want without having to credit anyone. Both stockxpert and dreamtime have a good selection.



Freelancers -- You can hire a freelance writer on sites like Elance at a fairly competitive rate. This is a good solution if you need articles on topics specific to your industry. The good news is you'll get what you want; the bad news is it can easily cost you $50 to $500.



Email Newsletter Services -- This type of service usually combines the technical aspects of email newsletter marketing, such as emailing, subscriber management and campaign reporting, with content creation and management. This is an excellent email newsletter solution for organizations on a tight budget, with prices from $30 to $50 on the low end to $1,500-plus on the high end. Topics ranges from A to Z.



Research, writing, producing and sending an email newsletter can be fun. But, how much fun do you think it will be after 18 months? Because so many small business owners have to multitask, email marketing often falls on the wayside because of time limitations. But, to have success, you have to produce and deliver a quality product consistently, and hopefully these ideas will help you succeed.



P.C. Stokes has more than 15 years article writing and nearly 10 years online marketing experience, including email newsletter marketing. Topics of special interest and experience include email newsletter marketing, sailing, boating, the outdoors, travel, writing, family, health and fitness, home improvement, wine and technology. http://www.enewslettersolutions.com