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#ContentWritingChat Recap: How to Create Email Content That Stands Out with Shayla Price

Are you wondering how to create email content that your subscribers will enjoy and that you’ll love to create? If so, you’re in the right place! Our latest #ContentWritingChat was jam-packed with amazing advice you can use to take your email marketing strategy to the next level.

Ready to dive in? Keep reading for our recap!

#ContentWritingChat Recap: From Subject Lines to Preheaders: How to Create Email Content That Stands Out with Shayla Price

Our guest host this week was Shayla Price. Shayla is a B2B content and email marketer, so she knows a thing or two about creating amazing online content. She shared some great advice throughout our chat, so you’ll want to take some notes!

Q1: Why should brand put time and effort into building an email marketing strategy?

Are you wondering if email marketing is really going to be worth the extra work? We say yes! But if you need a little extra convincing, here are some responses from our chat:

Shayla knows that email marketing can help brands build relationships with their customers, while also growing their business in the process. It also produces some pretty great ROI!

As Bill mentioned, you can deliver value directly to the inbox of your audience through the power of email. It’s a great way to build an audience and establish trust over time.

If you want to send content that’s catered to your audience, email is the place to do it.

Julia also knows the value email marketing can provide because of its high ROI. Check out the link she shared from Entrepreneur!

Cheval made a great point about how your email list is your own real estate. When you build a following on social media, you’re doing so on rented land. Those platforms could disappear one day, but you’ll always have your email list.

Q2: How can your subject line increase open rates? Any tips you can share?

When you create email content, it’s pretty obvious that your subject line is very important. After all, it can make or break whether or not someone opens your email or sends it straight to the trash. Here’s some advice you can use to boost your open rate with your next campaign:

As Shayla said, your subject line is your one and only chance to catch the attention of your subscribers. Don’t blow it!

Her advice is to keep your subject lines short, unique, and non-spammy. You can also see results by using numbers, a deadline, asking a question, and keeping it personal. These are all great strategies to test out.

If you want subscribers to open your emails, you have to hook them.

Use your subject line as a way to inform people what’s inside your emails. Elizabeth said to make it both interesting and informative.

For Jason, a great subject line needs to spark curiosity. He also feels it should be short and relevant to the content inside the email.

Haley can’t resist a subject line with an emoji. Try adding them to your next email campaign!

Megan admits that she can’t resist intrigue and she knows others can’t either. Keep that in mind when writing email content.

As Kyle said, offers provide an incentive to open up your emails. Sales and discounts are definitely a good push.

Remember that your subject line is your first impression. Take advantage of that and leave people wanting to open your emails.

Q3: What kind of content is inside your emails? How do you ensure you’re providing value?

Once you have an email list in place, you need to figure out what you’re going to send your subscribers. Sometimes that’s a more stressful task than you might realize! Check out this advice to make sure you always provide value:

Shayla said email content needs to match the interests of your subscribers. You should always keep them in mind when writing your campaigns so you can be sure you’re delivering what they want to see. If you aren’t sure what they want, take time to do the research. Analytics will provide plenty of information.

Exclusive content in your email campaigns give people something to look forward to. If it’s something they can’t get anywhere else, they’ll be more likely to check it out.

Emails that are timely, thoughtful, and engaging can definitely provide value to your audience.

When you give your audience something they can take away, they’re sure to appreciate it. Adding value is always key with any kind of content you produce.

Make sure you remember to add a CTA as well. This tells people what they next step is after they’ve finished reading your email.

Q4: How can you design an email that looks great, but is still easy to read across devices?

With people accessing emails on their desktops, as well as their smartphones, it’s important to make sure they’re easy to read everywhere. How can you do this when you create email content? Keep these tips in mind:

Shayla encourages you to stick to a design that reflects your brand. Use specific colors, images, fonts, and layouts. When you can create a look and stick with it, it become recognizable as being unique to you.

Don’t go overboard with links, otherwise you risk having your emails wind up in the spam folder. Julia’s advice is to keep it short and sweet.

To make your email content easy to consume, use short paragraphs and simple dividers. A gigantic block of text will only put readers off.

The Netvantage team uses a layout template in MailChimp, which Lexie says they customize with their brand colors and logo.

Don’t forget to test your emails before you send them out. It’s worth doing a final check before it gets delivered to tons of inboxes.

Q5: What’s your best advice for keeping email list subscribers engaged?

When you’ve got people on your list, you want them to stay put. To do that, you need to keep them interested and engaged. Here’s some advice that will help you do just that:

Shayla’s advice is to ask questions and encourage your subscribers to reply. This is a great way to get the conversation going. She also said segmentation is great, as this allows you to really tailor your content to specific people on your list.

Don’t disappear on your email list. Keep your list “warm” by sending content on a regular basis so they don’t forget about you.

Don’t go too crazy with sending emails though! Jason said you should only send emails out when you have quality, relevant content to share.

When you have value to add, send it their way!

It’s all about providing value to your subscribers if you want to give them a reason to stay on your list.

Sarah said you should have an idea of what your subscribers would like to see from you. This will allow you to deliver exactly what they need.

Don’t be afraid to ask what your subscribers want and be sure to listen when they respond.

Haley suggests sending a survey to your email list. You can ask them what they’re interested in to create targeted content.

Don’t be afraid to change it up though! Brian’s advice is to surprise your audience once in a while. You have to keep things fresh.

Q6: Which metrics do you track to measure the success of your email campaigns?

After you create email content and send it out to your subscribers, you want to measure its success to see how it performed. Here are some go-to metrics you should keep an eye on:

Shayla knows that the metrics you pay the most attention to will depend on the current goals of your email marketing efforts. Typically, she tracks click-through rates, open-to-sale conversion rates, and unsubscribe rates.

Clicks are always great to measure, especially if your goal is to send people from your email to somewhere else (like your website).

Julia tracks clicks, but she also likes to see replies. When people are interested enough to send you a kind response, that’s always a great feeling.

Conversions are essential to measure, especially if you’re going through a launch phase for a product or service that your business is offering.

Repeat opens are another great metric to track. Shelly also said you should keep an eye on click-through rate.

As Alan said, it all depends on what your overall goal is. Make sure you set that in beginning before you start creating content. He knows that click-through rate can be a good indicator of how effective your content was as well.

Q7: What is your go-to platform for email marketing? Why do you like it more than others?

With so many email marketing platforms available, it can be hard to choose the right one. We asked our chat participants to share their favorites with you. Here’s what they said:

MailChimp and ActiveCampaign are two recommendations from Shayla.

Here at Express Writers, ConvertKit is currently our go-to!

ConvertKit is easy to use and their tagging systems makes it so easy to segment your subscribers based on interests.

Max is a big fan of MailChimp!

We have another MailChimp fan!

MailChimp is great for those just starting out and their integrations are definitely helpful.

Chelsea needs a more robust system to handle her email marketing, so she relies on Infusionsoft.

Q8: Which brands are doing an amazing job with their email content? Tag them!

There are plenty of brands who are creating great email content, which means there’s lots to learn from them. Which ones are standing out from the crowd? Check out these suggestions:

One of Shayla’s favorites is Contently.

Cheval loves to read email content from Rebekah Radice and Diane Gottsman.

The Skimm is certainly great source for news every week day.

Lexie enjoys checking out Canva’s email newsletters.

Shelly said Vidyard does a great job with the email content they create.

Jason’s favorites include Content Marketing Institute and Convince & Convert.

For Sabjan, he looks forward to emails from HubSpot, Content Marketing Institute, SEMrush, Search Engine Land, and Buffer.

Ready to join the next #ContentWritingChat? It happens every Tuesday at 10 AM Central! Follow @ExpWriters and @writingchat to join in.

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