One of my favorite go-to dishes for a summer meal is my black bean/avocado/mango salad.
Toss in a bowl, mix with lime juice, corn, cherry tomatoes, cilantro, and some salt - and let me tell you, people will RAVE about it.
Except when I attempted to make the salad with some not-quite-ripe avocados and mangos. I was on my way to a cookout, and that was all that was left in the grocery store.
It came out just like I expected: too hard and flavorless. I tossed it, and brought a bag of chips instead.
Lesson learned: The quality of the ingredients counts just as much as the recipe, sometimes.
So if you’ve been trying to put out email campaigns (weekly, monthly) but you’re simply churning out templates or copy-and-pasting AI generated content because someone told you that email can be more powerful than social media (it can), then think of your email as an avocado.
Email marketing that just “checks off a box” is rarely effective - no matter how great the template. The quality of what’s inside matters....just like a ripe avocado or mango or tomato!
Let me ask YOU… what do you do when you get flavorless emails? Delete, ignore, or even unsubscribe?
My advice: don’t waste time sending templated or auto-generated emails if you haven’t put some additional thought into:
What does my audience care about?
How do they want to hear my message?
How can I make it intriguing and worthwhile? (this is the ripe avocado!)
Make sure that the content you create is rewarding and flavorful. It could contain a heartwarming story, an insightful piece of advice, or an exciting inspiration. Even if you start with a template or AI-generated content, take the extra step to infuse the extra spice and deep flavor. We want them to delight in our content, not delete it.
If you’d like some help with better email marketing (because email usually has a better conversion rate than social media), hit REPLY and let me know. Or book a chat with me here. I have a 6-month email package you could try out for starters, or a full-service organic marketing offer. Like a CMO in your back pocket, without the overhead!
Christine McShane is a content marketer and copywriter for Christine McShane Creative. She helps small service-based businesses and non-profits get found, build trust, and grow faster through organic marketing channels.