As a fast, flexible and cost-effective way of communicating with your customers, choosing the information that you share through email marketing can be overwhelming.

Try to avoid sharing information that is not related to your brand or business. There are a lot of other choices of information that you can share and continue to keep your customers engaged with your business.

Using your emails to share information about the latest trends within your niche market is a great way to start conversations and lead customers back to your website.

By sharing this kind of content, would hint at your provision or offering of what you have highlighted. It will also help you decide whether you should provide or offer it/them based on the expressions of interest and concerns sent in response to your email. 

Providing useful information such as how-to or tips and guides shows your customers that you want to continue to be of service to them even after or before they have conducted business with you. 

As a retailer, sharing simple things, like maintenance tips, a change of location, hours of operation, method(s) of payment, changes and updates to the way you operate, delivery delays, items that you will no longer stock and others can make a difference in the way customers think about your brand; they will appreciate your transparency.

Any information that you can share about saving money and time, making purchases last longer and work better or correctly, says that you consider the well being of your customers and that will always be appreciated.

Always share information that will help your customers to decide what product or service is best suited for them.

Avoid making your subscribers anxious about decisions that they have made or will need to make.

If you have launched a new website or app or service, use your emails to provide a guide on how to use and acquire your new addition(s).

Use your emails to address feedbacks or concerns without being aggressive. Don't use this to single out any one customer or concern. Instead, use it to address what may be concerns from a number of your customers and potential conversions.

Put minds and pockets at ease with your information and show that you have considered what has been said and play your part in making things better.

Collect testimonials from customers as often as possible and get their permission to share their experiences of doing business with you.

This is especially useful for bringing attention to seasonal and unpopular purchases, which will help to persuade others to trust your business.