How to Write Content for Email Marketing

Jolos on üritusturundus- ja kommunikatsiooniagentuur, kus igapäevaselt tegeleme erinevate sise- ning väliskommunikatsioonialaste väljakutsete lahendamisega. Loome seega inimestele ja brändidele väärtust.

Email marketing has risen to prominence as one of the most popular forms of marketing out there. In addition to being effective, it’s also personal and accessible for a wide variety of companies.

With all this in mind, it’s easy to see why email marketing has such a unique spot in the content marketing of today, and why so many people want to learn how to write content for email marketing.

In today’s new post in my #howtowrite series, I’m here to your rescue. ? Keep perusing for a mini guide below on how to write content for email marketing!

how to write content for email marketing

Email Marketing by the Numbers

To help you understand just how critical and effective email marketing is today, here are some email marketing statistics to know:

  • 53% of today’s emails are opened on mobile platforms
  • Mobile is the single most popular platform for users to interact with emails for the first time
  • Personalized emails experience a click-through rate that is 14% higher than non-personalized emails
  • Marketers are six times as likely to earn a click on an email as they are a Tweet

Want to learn more on the subject of “how to write?” Check out my book, So You Think You Can Write? The Definitive Guide to Online Writing!

How to Write Content for Email Marketing: 10 Timely Tips

Email marketing is different than social media. It’s more personal, more targeted, and more dedicated to reaching a specific set of users. With this in mind, consider these functional tips for how to write content for email marketing. An email marketing campaign needs to consistently have top-tier content in order to be successful.

1. Write a good subject line.

The subject line is the gatekeeper in the world of email marketing. Write a good one and you’ll see a satisfying open rate. Write a poor one and you’ll suffer the sound of crickets in the background of your campaign.

While there are dozens of great ways to write a compelling subject line, the best ones all have a few things in common: they revolve around grabbing a reader’s interest and keeping it. With this in mind, follow all of the standard rules that come with writing any great email line: include action words, address the reader directly, make it unique, succinct, and short, and differentiate it from anything else they’ll see that day!

For an example of an email subject line done right, check out this example from Mark Manson:

how to write content for email marketing

2. Personalize your emails.

Personalized email copy performs better than general email copy. With this in mind, input your customer’s name into your email subject lines and be sure to target the body of your email so that it speaks directly to your audience and nobody else’s.

While it can be easy to worry that your emails will be lost in the fray, the only way to ensure that they won’t be overlooked is to personalize them fully and differentiate them from anything else out there.

3. Make your emails clear first and catchy second.

Catchy emails are great, but only if they’re also clear enough to make your audience want to click on them. With this in mind, focus on making your emails clear and descriptive first, and then make the catchy second.

This ensure that your audience will understand the purpose of your emails, and that you won’t be going out of your way to develop email campaigns that don’t draw real results.

What’s more, emails that are clear boost your authority as a company, since they promise only what they can deliver, and help readers develop realistic their expectations.

4. Keep your subject line related to your copy.

Even if your subject line is clear and catchy, it’s all for naught if it doesn’t also align with your body copy. Keep in mind that delivering what you promise is critical in the world of email, and only people who can truly do this succeed in the long run.

With this in mind, keep your subject text in-line with your body copy. In addition to providing better value for readers, this will also go a long way toward enhancing your reputation as a company and making sure that customers want to click your material in the days to come.

5. Keep it relevant.

Relevance is critical for a good email, so be sure to tie the content of your email in with something that will ground it as relevant and in-demand. Current events work well, as does some personal detail about the audience. By showcasing your relevance, you stand a better chance of grabbing the reader’s attention and keeping it.

6. Write all of your email copy in the second person.

Second person is the best voice for email because its personal and unique. When you reach out and speak directly to your customers, it’s easier for them to relate to the voice and content of your email.

This, in turn, also makes it easier for them to connect with your emails, and enhances the likelihood that they’ll open your emails in the future – which is a good thing for everyone involved.

7. Showcase the benefits rather than the features of your offer.

If you’re making an offer via email, be sure to showcase the benefits of said offer rather than the features. In addition to being more valuable for readers, this also helps present a realistic picture of your product, which goes a long way toward helping people understand what to expect from it.

While most people focus on the features in an attempt to sell a product, focusing on the benefits can go much further toward helping the reader understand what’s unique and special about the product.

8. Keep it short.

Email marketing is not the place to get long-winded and verbose. Instead, keep your emails as short and to-the-point as possible. This enhances the likelihood that you’ll keep you audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.