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:
Here are a few
evergreen copy ideas:
- 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.
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.