This is the fourth article in a six-part series on email marketing. Read part three.

Another way to show them you care is to give them content they want and can use. Your emails may demonstrate thought leadership, entice customers to shop at your business or reward loyalty. It doesn’t matter what your objective is – remember to send only information that you’ve promised to send, otherwise your emailing could be considered annoying and people may opt out of future communications.

Research tells us that your first three emails are the most critical. According to communications firm Ogilvy, recipients expect an introductory message in which they accept an invitation and give permission for future communications. The second email sets expectations by explaining future benefits such as information, discount or high-value information. The third email should begin to deliver on their expectations by sending the expected communications.

Once you have the first two emails sent, think about the type of content that is suited to your business. There are several tried and true concepts that you may want to consider.

• An email newsletter is one that is defined by valuable content. It could include helpful advice from industry experts, articles about trends and new products, or tips and techniques. It can be very educational or simply communicate the latest company news. Snap Photography, for instance, could do a regular column with tips for taking great photos from its resident expert.
• There are many other opportunities to interact with customers beyond newsletters. Let’s say you own a wine bar. Entice your customers with updates about tastings, happy hour specials or even the upcoming weekend’s entertainment. Having a segmented list that differentiates singles, couples and local businesses will help you to market speed-dating, date-night specials or company holiday parties.
• If you’re a business that sells to other businesses, email subscribers to alert them to new research papers on pressing business issues, or interview business leaders on local community issues and share the discussion.

No matter the content or format, you need a very clear call to action. In every email, be very clear on what you want the recipients of your message to do. Be careful not to distract with too many links or offers, which will only dilute your message and confuse the reader. Make it clear what recipients can expect when they click through the email and ensure that your call to action is worth the recipients’ time.

Next: Email Secret #5: Design for impact