What are Unrelated Articles in Email Marketing?
Unrelated articles in
email marketing refer to content that does not directly connect with the primary theme or objective of the email. These articles might cover different topics that are interesting to the audience but are not directly linked to the main promotional message or call-to-action (CTA) of the email campaign.
Why Include Unrelated Articles?
Including unrelated articles can serve multiple purposes in email marketing: Engagement: Diversifying content can keep subscribers engaged and help reduce
email fatigue.
Value Addition: It provides extra value to the readers, making them more likely to open future emails.
Broader Appeal: It can attract a wider audience by catering to varied interests.
Brand Personality: Showcasing diverse content can help in portraying a more rounded
brand personality.
How to Choose Unrelated Articles?
Choosing the right unrelated articles is crucial. Here are some guidelines: Audience Interests: Consider what your audience might find interesting or valuable.
Relevance to Brand: Even if the articles are unrelated to the email's primary message, they should still align with the overall
brand values.
Quality Content: Ensure that the articles are well-written, informative, and engaging.
Non-Competing: Avoid content that could distract from the main CTA of the email.
Examples of Unrelated Articles
Here are some examples of unrelated articles you could include in your email campaigns: Health and Wellness Tips – For a fashion brand, including an article about health tips can add value for subscribers interested in overall well-being.
Travel Destinations – A tech company could share interesting travel destinations to engage their audience during holiday seasons.
Book Recommendations – A fitness brand might include book recommendations to cater to their audience's intellectual pursuits.
Do Unrelated Articles Impact Click-Through Rates?
Including unrelated articles can have a positive impact on click-through rates (CTR) if done correctly. Here are some potential benefits: Increased Engagement: Interesting content can lead to higher engagement and more clicks.
Trust Building: Providing valuable information helps in building trust with the audience, making them more likely to interact with your main CTA.
Cross-Promotion: It can serve as a platform for subtle cross-promotion of other products or services.
Best Practices for Including Unrelated Articles
To effectively include unrelated articles in your email campaigns, consider the following best practices: Segmentation: Use
segmentation to send relevant unrelated articles to the right audience segments.
Content Balance: Maintain a balance between main content and unrelated articles to keep the primary message clear.
Visual Appeal: Use appealing visuals and headlines to draw attention to the unrelated articles.
Clear CTAs: Ensure that each piece of content, including unrelated articles, has a clear and distinct CTA.
Conclusion
Unrelated articles can be a valuable addition to your email marketing strategy. They can enhance engagement, provide additional value, and help build a more holistic brand image. By carefully selecting and strategically placing these articles, you can enjoy the benefits of higher engagement and improved click-through rates without detracting from your primary marketing objectives.