Have you ever read an email that was really disappointing? Maybe the content was outdated or that it was filled with information that you have already read many times elsewhere?
This is called R.O.T., according to Jill Fanslau, content marketing manager at AWeber.
"R.O.T. is redundant, obsolete or mundane, "Fanslau said in a recent episode of SEMRush's Marketing Scoop podcast.
R.O.T. is the content that someone could easily find on Google. According to Fanslau, this is information that is not helpful to your reader or leaves them dissatisfied. This leaves them bitter – and leaves them wondering why they first joined your mailing list.
"A subscriber can only send one annoying email for him to bounce off your list," she said.
So, how do you avoid sending "R.O.T.??19459003]
Every email is an opportunity to build relationships. So be sure to "focus on the value and education of your readers," she said.
You do not need to write a novel. You can even simply provide a quick and actionable tip that they can implement immediately. If you want to improve the lives of your readers, even in the smallest way, and teach them something new, you will never send a shipment to RTO, Fanslau said. "Do this, and you will definitely stand out in the inbox of your readers and see the return of your products or services at the end of the day."
To learn more about providing valuable and compelling content to your readers, listen to Fanslau's tips on the Scoop Marketing Podcast, episode 2.33 (What works best for email marketing now?). You can also listen to your favorite podcasting apps such as Stitcher or Spotify .
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