Your email newsletter is tired. Clicks are down and readers don’t seem to be responding to your sends. In short, your messaging is falling flat with readers and failing to elicit a desired response.

What’s wrong?

Quality content — or rather, a lack thereof. Quality content is content that has practical relevance to your specific target audience and that keeps readers interested, engaged and responding with each send of your email newsletter.

Alwyn Botha, in his article “A Newsletter Publisher’s Main Task: Packaging Value Content,” asserts that quality content is not simply measured by the content of each individual article, but how the content in each article compliments the whole newsletter. “Publishing a quality newsletter is more than just cutting and pasting quality content into your newsletter,” said Botha. “A quality newsletter is more than just the sum of its parts. The more the different sections in a newsletter support each other, the more benefits subscribers can get from it.”

In essence, the design, articles and other features of an email newsletter should work together in harmony to create unparalleled value for the reader.

Providing standout value
Although producing quality content does take a certain level of finesse and expertise, it does not necessarily need to come in the form of a highly researched, 20-page white paper or an expensively produced viral ad. “Consider quality content simply as any element in the message that provides standout value to the recipient — aside from the inherent ‘value’ of any offer,” notes Mark Brownlow in his article “Delivering quality content … the whys, whats and hows.”

Quality content can come in many forms, but should inherently:

• bring value to your readers
• support your goals in communicating with your target audience
• provide benefits to your readers on multiple levels, including regular contact and the ability to interact with the sender
• establish you as a thought leader
• create the opportunity for social sharing
• be applicable for repurposing and reuse in multiple marketing efforts, including social marketing and lead-generation campaigns

Reverse the downward spiral
Are you looking to break the downward trend and ramp up the content quality in your email newsletter? Hiring a third party to create quality content on your behalf can help you breathe new life into your messaging and gain the desired response from your readers.

Afraid that a third party wouldn’t produce content the way you would? Keep in mind, that’s a good thing! A third party can bring a fresh perspective to your messaging, and offer objectivity and credibility to your content. A third party can provide out-of-the-box thinking and offer new insights to connecting with your readers.

Realize your email newsletter marketing goals by reviving the quality of your content and offering engaging value to readers. Partner with a proven, professional third-party provider who can create the integrated, quality content you need while meeting your organization’s specific goals for communicating with readers. Learn how.

Do you need help injecting life into your floundering email newsletter? Enlist the experts at Proven Systems to create powerful, custom, quality content on your behalf. Contact Proven Systems today at (800) 720-5398 or info@provensystems.com for a no-cost initial consultation.