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Benchmark Team

Email Marketing Tip: Banking Evergreen Copy

May 29 2009, 08:04 AM by

stock pile your ever green copy

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.

Posted in Tips & Resources

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