Consolidating Marketing Emails

Most trainers, consultants, and professional coaches have a lot of good ideas, strategies, and tactics that they are eager to share with their target audiences. Sometimes that eagerness boils over to form an overloaded and cluttered email marketing newsletter. Typically, it’s best to simplify an email campaign so that each email has a single topic and/or a single call to action. However, there are a couple cases where a more robust newsletter that consolidates several topics is advisable.

Here are samples of the styles:

Consolidation typically only makes sense in one of two cases:

1. Particular segment is receiving communications too frequently.

   Unfortunately, consolidations are often the first option that trainers, coaches, or professional coaches jump to if they want to scale back on message frequency. However, the first and best option is to segment into appropriate lists and deliver only the content customized to that target. If you’ve already segmented your list and find that the email frequency is higher than you have targeted, consolidating can be a useful option.

2. The email is designed as an index of information.

   Some trainers, coaches, or professional coaches produce newsletters that highlight timely industry or topical news rather than producing new content themselves. In this case, the goal is to be a valuable information repository that is amplified through commentary or editorials on how the information affects the email’s target group.These emails are better delivered in a consolidated format because only the original content (the commentary or editorial) should be included in the email, where the referenced material should be linked.

Consolidated emails have their place but be sure to verify that it’s the best layout for your email campaign. Often times consolidated emails happen because a trainer, consultant, or professional coach has problems trimming down their content rather than a true need for a more robust newsletter.

If you can manage to deliver your content in a simple way with more frequency or segmentation, do so. If not, then be sure that you are providing a consolidated newsletter that has direct relevance to the audience and makes it simple to scan so that it’s not overwhelming.