Newspapers do it. Magazines do it. Advertising firms do it. What we're talking about here is building up a nice, convenient library of text known as “evergreen” that you can use in your email campaigns. Simply stated, evergreen material is any sort of generic-type text or article that can be used at any time in the future.

Here are the main reasons why you should write evergreen copy:

• When you don't know what to write about in your next email or newsletter, you can drop it right in and buy time until the following email or newsletter.
  
  
• It gives your recipients a break from a long string of emails pushing them to buy, buy, buy.

Here are a few evergreen copy ideas:

Seasonal articles that focus on the time of year, rather than a specific product

• General how-to sheets
  
  
• Tips on saving money and time
  
  
• Weather-related articles and tip-sheets

To make things even easier, you can re-arrange or re-write a general article from the past. You can update the article to reflect modern developments, but the bottom line is you won't even need to hunt around and find new content.