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email content

#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.

free course cta

customer-centric email content

#ContentWritingChat Recap: How to Create Customer-Centric Email Content with Kristen Dunleavy

Could your email marketing use a major boost? If so, you’re in luck! This week’s #ContentWritingChat was all about how to create customer-centric email content. Keep reading for the recap and be sure to apply these tips to your next email newsletter!

#ContentWritingChat Recap: How to Create Customer-Centric Email Content with Kristen Dunleavy

Our guest host this week was Kristen Dunleavy. Kristen frequently joins #ContentWritingChat as a participant, so we were excited to have her step in and guest host. As the Content Marketing Manager for Movable Ink, she had tons of great tips to share on email content.

Q1: How do you define customer-centric email content?

So, what exactly does customer-centric email content mean? To kick off this week’s chat, we asked our participants to share their definitions of it. Here’s what they had to say:

Kristen said that customer-centric email content spotlights your customer and their interactions with your brand. While this may seem simple, it’s a great way to show your customers that you appreciate them. They’ll love it!

To do this, focus on your customers by using testimonials, personalized content, and addressing their needs.

Julia’s advice is to make your email content all about your customers. Don’t try to sell to them until you’ve built a relationship with them. After all, you need to build a level of trust first before they ever take that next step.

Maureen said this kind of email content provides value and speaks in a tone that your customers understands. This is key to remember not just for creating email content, but also blog posts, social media posts, and much more.

As Elizabeth said, it’s important to create email content that’s useful for your customers, but it should also help you reach your end goals. Know what you hope to achieve with each email you send and create the content that will help you get there.

Give, give, give! One thing to remember when creating email content is that you should give to your audience more than you ask of them. As Bill said, you can do this by addressing the key pain points your audience is facing.

Q2: What are the benefits of creating customer-centric email content?

Now that you know what customer-centric email content it is, you need to know the benefits it can provide to you. Here’s what some of the chat participants had to say:

Kristen knows that spotlighting your customers is a great way to build trust with your audience. Having a certain level of trust is key if you ever want to convert those subscribers into customers and this is a great way to go about it.

Bill agrees that it’s a great way to build trust with your audience. By adding value and having an audience that trusts you, you’ll see higher open rates and click-through rates.

Maureen said its benefits include: trust, self-selection, tribe integration, and the satisfaction of a job well done.

Cheval said it’s a great way to create a community around your business. It’s also essential to help you build a relationship with your subscribers.

Customer-centric email content is one way to make your audience feel special. When they feel special, they’ll appreciate your brand even more.

Email is such a personal form of communication, so use that to your advantage. It’s an amazing way to connect with your audience.

Q3: How is featuring your customers in your emails different from other mediums?

Emails are just one place you can feature your customers. You can also do so on social media and your blog. But how is it different when it’s done through email? Check out these answers from the chat:

As Kristen said, email is very personal so you should make your content feel that way as well. If people chose to let you into their inbox, you need to deliver content that speaks to them.

Sarah said email feels more like a one-on-one interaction. lt’s much more personal than social media or advertisements.

JMatt agrees that email feels more personal than other platforms. Plus, he likes that they’re no character limit to restrict you when you’re sending to someone’s inbox.

Elizabeth said it can make people feel as though they’re part of a group. Because we all love to be included, it’s a great way to establish a sense of community.

Jason suggests adding user-generated content (UGC) into your emails to show that you care about what your customers say. It also lets them know that you’re paying attention and listening to them.

Q4: What are some ideas for spotlighting your customers in your emails?

Now that you know the benefits customer-centric email content can provide your brand, it’s time to come up with some ideas for your next email. Here are a few ways you can spotlight your customers in your newsletters:

Kristen recommends sharing testimonials from happy customers as well as user-generated content. It’s a great way to tell your story through the eyes of your customers.

Jeff said to share some success stories in your emails. He suggests sharing what your customers are doing and how you empowered them to make it happen. Other people will see the value you provide to your customers and they’ll want to know more.

This is a great response from Bill. He said to avoid focusing on what your business has done for a customer. Instead, focus on what your work has allowed that customer to do. That will speak to the rest of your audience and won’t come off as overly salesy.

Jacob’s advice is to use customer-centric email content to tell the story of your customers. Share how they succeeded with the solution you provide and offer tips on how others can replicate this.

Try sharing customer accomplishments, testimonials, and other customer stories that are helpful to the rest of your audience.

Jeremy knows that transformation stories are pretty powerful. He suggests telling an inspiring story about how someone overcame adversity.

Jason’s advice is to ask questions in order to get feedback from your audience. You can then share the results with the rest of your audience. As he said, people love to share their opinion and it helps them feel valued.

Q5: What are the biggest challenges when it comes to featuring your customers?

Creating customer-centric email content isn’t without its challenges. Here’s where you could hit road blocks so you know what to avoid:

As Kristen said, getting permission to share testimonials and stories from your audience can be tricky. Not everyone is willing to contribute or give permission for public sharing. Always ask your audience first and let them know the value it would provide to others by sharing their story with them.

She also suggests setting a goal first. Know what you want to convey to the rest of your audience by showcasing a particular customer.

Important questions to ask: Can you mention this customer? Are there restrictions? Is there any sensitive information? Does the customer want to be featured?

Julia knows getting data can definitely be a challenge. She suggests offering free content or coupons as an incentive to get people to contribute.

As Jeremy said, many people struggle with fear or shyness when it comes to sharing their story. This can hold customers back from being open with you.

Q6: What are some best practices for featuring your customers in emails?

To make sure you’e featuring your customers and doing it in the best way possible, keep this advice in mind:

Kristen reminded us that we need to receive permission from customers before sharing their stories. It’s also important to make sure you don’t release any sensitive information when sharing.

She also suggests letting customers know where testimonials and user-generated content will be used so they know in advance.

Always ask first! Don’t assume your customer wants to be featured.

Choose your email content wisely. Patrice said the content you include needs to appeal to your audience and be relevant.

Sarah also agrees that it needs to be relevant to everyone on your email list.

This one should be obvious, but unfortunately it’s something that people are guilty of doing. Don’t make up customer reviews or testimonials. It’s misleading to your audience. So, if you don’t have any reviews to share, ask previous customers for them.

Q7: What are some tips for getting to know your audience better?

In order to create customer-centric email content that resonates with your audience, you need to get to know them and understand them. Here’s how you can do that to create your best content possible:

The best way to get to know your audience is to just ask! Kristen recommends creating a survey and sending it to your email list. Ask key questions to understand who your audience is and what they need from you.

Make sure you take the time to actually talk to your audience and listen to what they have to say. It shows that you care and gets you all the information you need to know about them.

Don’t be afraid to ask questions to get the conversation going. Sarah suggests finding out where your audience hangs out online and being present there.

Once you find your audience online, make sure you’er also listening to what they have to say and reading the content they share. It’s a great way to get insight into their needs.

Communication is key! Talk to your audience and focus on building a relationship with them if you want to get to know them better.

Zala is absolutely right about that! Getting to know your audience is a never-ending task and there’s always something new to learn. This is why you need to be proactive about it.

Julia suggests creating a customer persona so you know exactly who you’re trying to reach with your content. From there, spend time getting to know them in a non-stalkerish kind of way.

Q8: What are some great examples of customer-centric email content?

To learn more about creating customer-centric email content, we asked our chat participants to share some great examples with us. Check out these suggestions:

Kristen loves Spotify’s Tracked campaign. She said it’s a great use of data to tell a personalized story.

Another example Kristen is a fan of is Glossier. Showcasing people using their products is a great way to spark interest and encourage purchases.

For Julia, she’s a big fan of Panera’s emails. They’re relevant to the purchases she makes and to her unique preferences.

Curated said Time Out London does a great job at tailoring their email content for customers.

Emily suggests sharing birthday promotions, individualized product recommendations based on previous orders, and customizing your marketing to the customer.

We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM Central Time for great chats centered around content writing and marketing. Follow @ExpWriters to stay updated on our new topics and guests!

email content marketing

An Up-to-Date, Nutshell Guide to Your Best Email Content Marketing

Have you ever wondered how effective your emails are?

Do they leave an impression, or just end up in the trash folder?

It may be that you measure email success by the amount of people who open it and then click through. Which means that the email first has to be opened, then read, then clicked.

Not to mention it also has to be the appropriate length and interesting enough to engage readers and move them to action.

How much does email length matter? Can your tone shine through, and does anyone really read the subject line, anyway?

We’re here to break the answers to these questions down, and give you an updated guide (with a recent Boomerang exclusive!) all about email content marketing. Boost your email results when you put these into practice. Keep reading!

guide to email content marketing

Email Marketing 101

Email is still critical to our content marketing efforts today.

Take a look at these email marketing stats for a better understanding of the impact email has in the industry:

  • Marketers have seen a 760% increase in revenue from segmented email campaigns.
  • Automated email messages average over 70% higher open rates and over 150% higher click-through rates than “business as usual” messages.
  • Email is 40x more effective at acquiring new customers than Twitter or Facebook.

Email is the connection between us and our prospects.

When content marketers invest their time and resources into powerful emails, the reach potential is limitless.

While technology has changed and social media has emerged over the past decade, email has stayed as a constant. Sure, we may not be using the same domain we did ten years ago, but the truth remains that when we need to send information, we email it.

When we want to be connected to our favorite brand, we join their email list.

Need a receipt for your store purchase, but don’t want a paper copy? Have it emailed.

For these reasons and more, content marketing efforts can be enhanced when we learn to take the best email marketing practices and use them effectively.

3 Best Email Content Marketing Practices

Back in the early 90’s, email hit the scene. Remember those AOL disks that were available through the mail and at the grocery store checkout stand?

And how we communicate has not been the same since. (Letters? What are those?)

Fast-forward to 2017, when 93% of marketers now say they use email for content distribution and consider it an important channel for their marketing success. And while it does remain an effective tool, it doesn’t mean we always use it in the best way.

Emails have a wide range of possibilities in reaching an audience, including:

  • Newsletters
  • Product updates
  • Transactional emails (after one has taken action on your website)
  • Deals and promotions

There are some qualities that make email an effective tool for your content marketing efforts. We have to learn the best way to increase the open rate, how to craft a subject line, how to create quality content, and how to choose the best time to write.

1. Learn How to Write a Great Email

You may be thinking, “Wait a minute. I’m a content writer. I know how to write.”

Isn’t it true that if we all knew how to write effective emails, there would be a higher response rate and we would be inundated with conversions?

Especially since over 200 billion email messages are sent every day.

So, yes, we can all use reminders from time to time about how to write effectively, and specifically, how to craft an email that engages the audience and encourages action.

A. Craft a compelling subject line

This seems like an obvious one, but if the subject isn’t engaging, few readers will want to click through to the actual content. Start by incorporating language that tells the reader what he or she can look forward to in the email.

Words like “take,” “don’t miss,” and “reserve” are goods one to start with.

B. Use personalization, if you can

Shaping email content to fit a reader’s needs by using customer segmentation has the potential to increase revenue.

In a study conducted by Direct Marketing Association, emails which were segmented and targeted generated 58 percent of the total revenue for marketers surveyed while 36 percent of revenue came from emails sent to specific target selections.

direct marketing association

C. Create relevant and honest content

No one wants their time wasted, so coming up with a catchy email subject line that has nothing to do with the content inside is unfair and irresponsible. While you are crafting an engaging and personalized subject line, keep in mind that it should align with the content in the actual email. This not only keeps everything relevant, but sets you apart as an honest authority who isn’t out to trick anyone into clicking.

D. Continue to offer relevancy by expressing to the reader right away why you are writing

What is your connection? How are you providing a solution to the need? Our reach will go much farther when we highlight the benefits rather than the feature.

E. Get to the point

Practice writing concisely so the end result is powerful, tight sentences.

Too wordy, and you’ll lose your readers. Too short, and they could miss the point.

Content marketers must find a way to summarize a catch for the reader and encourage a click-through.

Everywhere we go, we see content – in just one minute, there are millions of Facebook and Instagram likes, hundreds of thousands of Tweets, and hours upon hours of YouTube videos uploaded.

We are consumed by content.

The last thing we need is more unusable information, interruptions, or sales pitches coming through our inbox. A long, drawn-out copy won’t cut it here; readers must be able to sift through quickly in order to make a decision about whether or not they’ll click through.

Try keeping emails between 50 and 125 words, which can increase the response rate for your efforts.

Suggested tool: SmartBlogger’s list of 317 Power Words

2. Learn How to Close Out

After we learn how to craft email content that engages the readers, it comes time to find the most effective closing methods.

Email closings matter. How we wrap up that fantastic content determines the response rate for our readers, and a few words can make the difference between clicking through and sending an email to the trash.

Boomerang conducted a study on more than 350,000 email threads and found that certain email closings were more effective at delivering higher response rates.

boomerang findings
Graphic from Boomerang

The best way to close an email?

With gratitude.

Those closings that included a variation of “thank you” saw a higher response rate than those that included words like “best” and “regards.”

Some of the most popular closings included a simple “thanks,” “cheers,” and “kind regards.”

Thanks in advance received the highest increase based on the average response rate.

In addition to the closing greeting, a CTA will tell your audience what to do. Simply adding a button that says “click here” may not be as effective as a call-to-action that clearly spells out what will happen when they click.

Here are some examples:

  • “Take the Survey”
  • “Learn the Secret”
  • “Get the Free Report”

Each email should be backed by something you want them to do, one central focus. The call-to-action always revolves around that one goal, even if there are multiple CTAs in one email.

Tools: 380 High Emotion Words, 80+ Marketing Words to Improve Email Campaigns

3. Learn When to Send

When is the best time to send an email out? Is every day too often, and is once a month not often enough?

Opinions on the best day and time to send emails will vary across the industry, but there are some general guidelines we can follow that will contribute to maximum impact. In fact, analysts looked at billions of emails in order to gain insight into the best times to send emails, and the results are a bit different across the board.

Best days: Tuesday came in first place, according to data collected. In a close second was Thursday, followed by Wednesday.

As a side note, there were high click-through rates on Saturdays and Sundays, but since those are also the days when the fewest emails are sent, it kind of balanced out.

coschedule email tips

Graphic from CoSchedule

Best times: That same research had some interesting findings when it came to the best time to send email content. In first place was 10 a.m., followed by 8 p.m. – midnight, and then 2 p.m.

Email 4

Some of these times might be surprising, but they also make sense; for example, many of us check our emails before bed, so the 8 p.m. timeframe fits that habit.

While this collection of data is not a one-size-fits-all for every brand, it is a good place to start.

Begin by sending out email content on Tuesday, Wednesday, or Thursday at one of the times suggested. You may be surprised at what you find.

Grammar, Typos, & other Things We’ve Forgotten Since High School

Did you know Mondays are the worst days for email subject line errors?

And the more errors in an email’s subject line, the less likely it is to receive a response.

Grammar misuse and typos don’t scream “authority.” Instead, mistakes convey the message that the sender didn’t quite care enough to check and double-check the content.

It reduces our credibility as content marketers, interferes with the user experience, and pushes down the response we could get if only we had been more careful. If emails with an error have a response rate of only 29%, it’s worth our time and effort to read over everything carefully before hitting the “send” button.

If you need some help in this area, there are some effective tools you can use to boost your grammar and spelling.

  • After the Deadline: Paste in your content and get feedback that includes spelling errors as well as grammar and style suggestions.
  • Grammar Checker: This tool catches spelling mistakes, grammar mistakes, and misuse of words.
  • StackEdit: Create professional-looking content and use the inbuilt spell checker to fix errors.
  • Write like a third grader: Emails written in this way saw a 36 percent life over those crafted at a college-reading level as well as a 17% higher response rate.
  • Read, then read again: Do a thorough read of your email content, take a short break, and then read it again. Check for sentence flow, clarity of thought, and grammar mistakes. Click any links you’ve included to make sure they work and go to the right place.
  • Send it to yourself: Remember writing speeches for high school and practicing them out loud? The same idea can be used here; send your email to yourself or one colleague to make sure all is good to go. This step can help to minimize typos and gives you or someone you know one more chance to proofread.

Get Awesome in Your Email Content

None of us want to spend time on emails that ultimately don’t get opened (boring headline) or get opened but lead to no action (boring content).

For truly awesome email content, your focus must be first on an engaging subject line, then on relevant and attention-grabbing content which is followed by an effective CTA. See more great email practices.

When we combine these practices with a focus on sending at the right time and on the best day, we can be on our way to crafting high-quality email content that everyone will want to share and be a part of.

Need help writing fantastic email content? Check out our email copywriting services!

how to write content for email marketing

How to Write Content for Email Marketing

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.

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.

9. Let your personality shine.

Your personality should show through in the emails you write, and it will benefit your company and your personal brand if you follow this tip. While you always want to be professional, allowing your personality to shine through your email copy is an effective way to differentiate yourself from the crowd.

10. Don’t spam.

Spamming your readers is the cardinal sin of email marketing. With this in mind, only send out posts when you have things to say and don’t ever, ever send out an email just to send out an email. Customers are quick to unsubscribe, and you could be landing yourself in hot water as a result.

Email Marketing: The Connection Platform of the Future

If you’ve been looking for a way to connect on a detailed, personal level with your audience, email marketing may be it.

By learning how to write content for email marketing, you’re on your way to seriously improving your content campaigns and building brand engagement.

Do you need help creating email copy? We retain expert marketing writers who can write an email to perfection! Check out our email copy services in the Content Shop.

#ContentWritingChat

#ContentWritingChat Recap: Creating Amazing Content for Your Email Readers with Val Geisler of ConvertKit

Could your email marketing use a major boost? Well, you’re in luck because that’s what we talked about in our latest #ContentWritingChat! If you want to learn how to get more subscribers, how to create amazing email content, and more, keep reading our recap.

#ContentWritingChat Recap: Creating Amazing Content for Your Email Readers with Val Geisler of ConvertKit


Our guest host this week was Val Geisler. Val handles marketing content over at ConvertKit, an email marketing software we absolutely love! She’s also the host of the Reach podcast. As part of the ConvertKit team, Val has a lot of valuable tips on email marketing that she shared with us.

Q1: What makes a quality newsletter? And how often should you send one?

To kick off the chat, we asked our participants what they thought made a quality newsletter. After all, if you’re going to send a newsletter, you want to make sure it’s great!

Val said a quality email newsletter is one your readers open and engage with. You want to think about what your unique audience is interested in, which will help you create the content they enjoy. Once you’ve figured out what to write, be sure to send emails consistently to keep your list warm!

As Annaliese said, make sure you’re providing value to your subscribers. That should be your top priority before focusing on what you want out of the email.

Sarah from ThinkSEM knows a great email newsletter is one that’s useful, helpful, relevant, and timely. It all goes back to giving your audience what they want.

Exactly right, Jason! Your email newsletter should contain content that benefits your audience. You can educate them or offer them something you’re providing.

Relevance is key! McKenzie said you shouldn’t bother sending emails that aren’t timely and aren’t filled with content your audience is interested in.

Before you click send, always take the time to read through for errors. Be sure to check any links to make sure they’re working properly as well. It’s always worthwhile to double or even triple-check before pushing that send button.

Q2: How can you write a subject line that increases open rates?

Let’s face it. The subject line of your email can make or break the success of the emails you send. If you don’t have a subject line that grabs the attention of your audience, they just might click delete without ever opening it. Here are some tips on writing amazing subject lines:

For some great tips on subject lines, read the ConvertKit article Val shared with us. It’s filled with advice you need to know!

You should also keep mobile users in mind when creating your email content. Val said to keep your subject line under 60 characters if you want people to read it on mobile.

My advice? Write a subject line that clearly states what subscribers will find in the body of the email. You want to let them know what they can expect to see if they open it. Don’t mislead subscribers either. Clickbait isn’t cool and if you do it too often, people will start unsubscribing.

Annaliese agrees that deception isn’t cool when it comes to your subject lines. No matter what you choose for your subject line, it should be relevant to the contents of your email.

One great idea is to pose a question in your subject line. It’ll leave them wanting to know the answer, so they take the time to open and read your email.

Julia knows emojis are a great addition to any subject line. Not only do emojis add a little personality to your emails, but they also stand out in a crowded inbox.

Test, test, test! McKenzie is absolutely right with this one. Everyone has a different audience and what works for one person might not work for you and your subscribers. Take the time to test your emails to see what works and what doesn’t.

Q3: What are your tips for creating opt-ins that increase subscribers?

In order to increase your email subscribers, you want to create an opt-in that will give people a reason to sign up. They should get something in exchange for handing over that precious email address! Here are some tips to keep in mind:

Val knows content upgrades are where it’s at today. Content upgrades are opt-ins that are specific to a blog post. It provides a little extra something for your readers and encourages them to join your list.

She also suggests trying an email course as your opt-in. It’s a great way to keep your audience engaged. The tricky thing about eBooks is that someone may receive the email with the eBook download and never download it or they may download it and never read it. An email course pops into their inbox for a period of time and keeps you on their mind.

As Pamela said, you should be specific about what people will receive when they join your list. It shouldn’t be a surprise! Let them know what to expect so they can decide if it’s right for them or not. In most cases, providing tips or updates isn’t really enough to get subscribers. You should give them something extra.

Lexie from Netvantage Marketing agrees that you need to be clear about what you’re providing those who subscribe to your list. Let them know what kind of emails they can expect to see from you.

Q4: Do you create an editorial calendar for your email newsletter? If so, how do you create it?

If you’re a content creator, you probably already have an editorial calendar for your blog posts. It comes in handy, doesn’t it? Well, creating one for your email newsletter is great because it can help you plan topics in advance and keep you on a schedule.

Val shared a link to a post on ConvertKit’s blog that’s definitely worth a read.

Maureen knows how important editorial calendars can be. She also reminds us that it’s important to make room for flexibility. Don’t be afraid to change your plan if needed.

The Jobs2Careers team relies on Trello for creating an editorial calendar. Having a tool to use is very handy for staying organized.

For Kristen, she loves using Google Docs for creating editorial calendars. It’s easy to use and perfect for sharing with team members.

While Sarah and her team members don’t have an editorial calendar, they do have meetings to discuss their email content each month.

As Lexie said, having an editorial calendar for your emails will hold you accountable. It’s the best way to stay on schedule so you’re regularly sending content and keeping your list warm.

Q5: How do you juggle creating content for blogs, social media, emails, and more? What are your tips for keeping everything in order?

When you have to create content for so many different outlets, it can be hard to keep track of everything. Check out these tips for some helpful advice:

Val’s tip is to batch your content creation. When you can batch things like blog post writing and social media scheduling, life is much less stressful!

Alberto is also a fan of batching tasks like writing, creating visuals, and doing research.

Zala said to create a plan for your content creation. As she said, it’s much better to share less content that’s high quality than it is to post for the sake of posting. Everything you publish should be quality content that serves a purpose for you and your audience.

As Sarah said, having an editorial calendar is a major help. It’s also important to know your audience and what they want to see from you.

An editorial calendar, helpful tools like Trello, and plenty of coffee are must-haves!

Bill’s advice is to figure out what you’re trying to accomplish with your content and take it from there.

Don’t be afraid to repurpose the content you create so you can get more use out of it. You can repurpose your blog content for social media, add a summary in your email newsletters, and even combine similar pieces into eBooks.

Q6: What kind of emails do you send outside of your regular newsletter?

Do you send emails outside of your regular newsletter? Find out what some of our chat participants like to send to their subscribers:

At ConvertKit, they like to send out feature announcements and inform readers of free events they might be interested in. Welcome emails are also great for guiding a new subscriber.

Maureen knows it’s great to send out emails that specifically address the interests of your audience. It’s the best way to ensure you’re providing value to your subscribers.

If you have any webinars or special events going on, don’t be afraid to let your subscribers know about it.

Annaliese sends a welcome email that’s custom to where the subscribers came from. It’s a great way to welcome them to your list and to provide value.

Q7: Fancy emails versus plain text emails – What actually gets opened and read more?

Which is better? Fancy emails or plain text emails? Does it even matter? Find out what some of Tuesday’s chat participants had to say:

ConvertKit is a big fan of plain text emails. Read the blog post Val shared to find out why.

The results of Maureen’s testing revealed plain text emails were the best for her market.

HTML emails can also reduce open rates because there are often deliverability problems. That’s not what you want!

Kristen feels plain text emails are more personal, but she also knows adding images or video can increase engagement.

Q8: Why should you worry about growing an email list? Isn’t social media better for connection?

If you think email marketing is dead, we’re sorry to say that you’re mistaken. It’s important to focus on list building, but also using social media in addition to that. Here’s why:

Val shared a great post from ConvertKit on this topic!

The reality is, you own your email list. You can take your subscriber data with you if you were to move platforms. If you strictly build your following on social media, you could lose all of that one day if the platform shuts down or it becomes less popular. It’s like building a house on someone else’s land. Focus on list building first, but that doesn’t mean you should neglect social media.

As Zachary said, you have more control over your email list than you do with social media platforms. Your email list is your space.

As Lex said, you never know when social media will change. Social media platforms introduce new algorithms that can make it harder for you to get noticed, but you can always count on your emails to land in the inboxes of your subscribers.

Kathy knows emails are effective for landing sales and communicating with your audience. You should use social media as a way to promote your list and convert followers into subscribers.

This is an important statistic to keep in mind!

Both email marketing and social media are important, so it’s essential to utilize both.

You can use social media as a way to get people to your website, get them to sign up to your list, and ultimately convert them into customers.

We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM Central Time for great chats centered around content writing and marketing. Follow @ExpWriters to stay updated on our new topics and guests!

Think you’d like to give ConvertKit a whirl? Sign up here.

#ContentWritingChat, email marketing

#ContentWritingChat May 31 2016 Recap: A Crash Course on Email Marketing & Scheduling

Did you miss #ContentWritingChat this week? Before you hit “send” on your next email newsletter, get caught up with our recap and brush up on your email marketing skills.

#ContentWritingChat May 31 2016 Recap: A Crash Course on Email Marketing & Scheduling

This week, Olivia Dello Buono was our guest host. Olivia is the Social Media Specialist for AWeber. She shared her tips and tricks for writing amazing emails. You won’t want to miss them!

Q1: How important is it for a business to have an email list? What benefits does it provide?

Should every business have an email list? And how important is email marketing? To find out the benefits of having an email list for your business, check out these answers:

As Olivia pointed out, there’s a lot of noise happening online these days. It can be hard to break through all of that and stand out! Your email list provides a good way to push through the noise and connect with your subscribers. And who could argue with that ROI?

Kristen is a Content Marketing Specialist at AWeber, so it’s no surprise she knows the impact email marketing can have! Not only will your email list get you a high ROI, but it’s also a great way to connect with your audience.

As Sarah from ThinkSEM said, an email list is graet for keeping you in front of your clients. Your email list allows you to stay top of mind for them when they see you pop up in their inbox. What’s the key thing to remember? If you’re going to create an email list, you need to actually USE IT.

Scott knows an email list provides a simple, yet effective, way for you to keep in touch with people. You can easily send a mass email out to your list and reach thousands of inboxes.

Varun views an email list as your own personal social media network. That’s a great way to look at it right? It allows you to connect and engage with your audience, while giving you the chance to convert them into loyal customers. That’s a huge plus!

As Jacob said, once you get your list going, you can segment, target, and test to create the right emails for your audience. This is essential if you want to make sure you’re giving your audience the exact content they’re looking for.

Our CEO, Julia, knows email lists are crucial. Use your list to communicate with your audience and build rapport, which are essential if you want to succeed in business.

Q2: How do you get people to sign-up for your email list?

Once you’ve started your list, it’s time to get those subscribers! How do you do it? Start implementing these tips:

The inbox has become a sacred place for many. Not everyone is quick to hand over their email address, so you better give them something good in return. Olivia recommends providing an incentive for signing up. If you can give your audience high-value content in exchange for their email, you’re golden.

Focus on adding value if you want to snag those subscribers! Liz (also a Content Marketing Specialist at AWeber) suggests offering a webinar, a guide, or even an email course to increase sign-ups.

Get creative with your opt-in incentive! There are so many things you can offer to people who subscribe to your list. Don’t be afraid to think outside the box and test a few things to see what converts the best.

Q3: What are some tips for writing great email subject lines?

When it comes to email subject lines, you want to make sure they’re great in order to encourage people to open. How do you do that? Check out these tips:

Olivia said to keep it short, sweet, and to the point. Keep your subject lines relevant and let people know exactly what they’ll find if they open it.

Jane recommends keeping your subject titles consistent with the voice you typically write in. You might want to consider adding an emoji, too! It’s an easy way to help your email stand out in a crowded inbox.

It looks like Olivia is a fan of emojis as well! Have you used them in your email marketing?

Alberto said to play with your audience’s curiosity. Use your subject line to intrigue them and make them want to open your email. A question is always a nice way to do this.

What’s Kyle’s advice? Keep it simple! Use your subject line to refer to something your audience wants to know more about. It helps if you have a good understanding of exactly who your audience is, which is why you really need to get to know them.

Cheryl is also a fan of keeping it on the shorter side. She reports that data suggests 40-50 characters works best.

Jacob knows testing is key. What works for your audience might not work for someone else’s audience. Don’t be afraid to change it up and test different subject lines to see which ones get the most opens. A/B split testing is extremely helpful for this.

Great advice from Jeff: don’t think you have to be perfect. As he said, testing is important to see what works the best in the end.

Great answer, Scott! Before you hit that send button, ask yourself if you would open the email with your chosen subject line. If the answer is no, odds are your subscribers won’t open it either.

One final thing to keep in mind: never mislead your subscribers. Don’t title your email subject something that’s unrelated to the content of your email. It’s tricking your subscribers. They won’t stick around long if you keep that up.

Q4: What kind of content should you send to your email subscribers?

You’ve got the subscribers, but what should you send them? Here’s what some participants from Tuesday’s chat had to say:

Olivia said to keep in mind the goals you have for your email list. Make sure you’re delivering exactly what you promised your subscribers when they signed up.

Kristen recommends sending some of your best evergreen content from your blog. The great thing about evergreen content is that it never gets outdated. It’s always relevant to your audience. Repurpose your best blog posts by turning them into emails.

Pratik said to send content that’s engaging, highly relevant, and rewarding. Great answer!

To put it simply, you need to know your audience. Your emails should contain the type of content your audience is looking for. Give them what they want consistently and they’ll be happy to stick around. Spot on, Sarah!

If you’re struggling to figure out what your audience wants, all you have to do is ask. They’re the best ones to tell you what they’d like to see in your emails. Create a survey, send it to them, and watch the responses roll in. Just make sure you act on those responses when you receive them.

As Jeff said, make sure you deliver on whatever it was you promised to your audience when they subscribed. If you send unrelated content, you’ll be sure to see a lot of unsubscribes.

Jeremy said to make sure your email content is compatible with your audience, their needs, and their email systems. That’s key!

Not sure what to send your subscribers? Answer their biggest questions with your content for a successful email marketing strategy.

Another thing to consider is how far along a subscriber is on their customer journey. For example, if someone just joined your list, it’s not a good time to pitch your latest product. Keep that in mind when sending out your emails.

As Erika said, it’s a privilege to have access to someone’s inbox in this way. Make sure you’re giving your subscribers amazing content to give them a reason to stick around.

Q5: When are the best times to send an email? How often should you send them?

Before you send out your next email blast, you might want to consider the date and time on which you’re sending it and how often you’re emailing subscribers. Take a look at these tips from Tuesday’s chat:

As our AWeber friends said, it really depends on your audience. Run some tests to see which dates/times perform best for your audience. What works for your subscribers might not work for someone else’s subscribers.

Are you noticing a pattern yet? Test, test, test! Some data suggests Monday and Friday are great days for sending emails, yet some tests might say otherwise. Figure out what works for your unique audience.

You should always consider your target audience and the industry you’re writing for. Great answer, Zala!

A helpful tip from Liz: consider the feelings of your audience. A lighthearted, fun email on a Monday might help them beat the workday blues.

If you want to give your subscribers some more control, allow them to select how often they’d like to receive emails from you. You can also let them choose email topics they’re most interested in.

One or two emails per week is definitely a good goal to have. You want to stay relevant to your subscribers without overwhelming them. Consider their needs when creating email content.

You mean everyone doesn’t have second breakfast? As Jeff pointed out, consider what you’re selling when deciding when to send an email.

Q6: What tools can we use to start/grow an email list?

If you’re looking for some new tools to use in your email marketing, look no further! We have a round-up of some awesome tools you have to try:

Of course, you may want to check out AWeber as your email service provider!

As Kristen said, LeadPages is great for creating sign-up forms, landing pages, and more.

Scott recommends having a sign-up box below each of your blog posts and a pop-up that shows when someone tries to leave your website. Don’t be afraid to try a few different locations, pop-ups, etc. to see what converts the best for you.

Pratik also recommends using a pop-up. Another great option is to have your pop-up show after someone has scrolled halfway down the page. It’s less intrusive than a pop-up that shows immediately upon arriving to your site.

Varun suggests using a lead generation tool on social media such as Twitter Cards. It’s a great way to promote your email list to get a boost in subscribers.

Q7: What are the best practices for maintaining a healthy email list?

If you want to keep your email list healthy and succeed at email marketing, here’s what you need to do:

Olivia and Kristen know it’s important to keep your list tidy. When was the last time you cleaned up your email list? Delete the people who never open your emails. They’re just costing you money in the end.

Give your subscribers the content they’re looking for and email them regularly. Don’t create an email list, only to forget all about it. Build a “warm” list by staying in touch.

Get rid of those email addresses that keep bouncing. Do some tests to figure out what days/times work best for your list and implement them.

Have you found that a lot of people aren’t engaging with your emails? Jeff suggested running a re-engagement campaign. If they still don’t respond, it’s time to cut them from your list.

Having a double opt-in is a great way to ensure you have people on your list who are genuinely interested in your content. Requiring that extra step ensures they aren’t spammers.

Don’t be afraid to reach out to those who aren’t opening your emails or engaging with them. Ask them what you can do to improve.

Whatever you do, do not flood the inboxes of your subscribers. You don’t need to send a ton of emails within a short period of time, unless you’re launching a new product or service.

Q8: What do you see for the future of email marketing?

What’s ahead for email marketing? Check out what some chat participants had to say:

Olivia said emails are going to become more interactive. There’s no reason for email marketing to be boring, right? Make it fun and exciting!

Kristen said the one-size-fits-all email marketing strategy is not going to cut it anymore. Start thinking about how you can cater to the individuals in your audience.

Pratik also sees emails getting more personal. Due to the variety of mobile devices today, ensuring your emails look great across all of them will be even more important.

Erika knows email is going to continue to be effective into the future. Make sure you’re sending relevant and targeted content to your subscribers. Give them a reason to stay on your list.

Emails will encourage more real-time connection between a business and their clients.

Cheryl sees emails incorporating richer media. Audiences love visual content and it’s important to consider that in email marketing.

Emails are hyper-targeted, uber-relevant, amazing vehicles for delivering content. A definite yes to this!

We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM CDT for great chats centered around content writing and marketing.

The Marketer’s Nutshell Guide to Effective Email Copywriting

It’s time. You’ve spent hours crafting the perfect email.

You’ve agonized over the words you’ve included, written and re-written every sentence, and considered your reader at every fork of the road.

You give the work of art you’ve just crafted one last read-through, then you take a deep breath and click “send.”

You close your laptop. Your work there is done.

A few days later, though, you check out the stats for that work of art you were so proud of and they’re, well, disappointing.

How could this possibly be?

If you’ve ever found yourself in these shoes, don’t fret. This is a very common problem, and many marketers struggle to figure out why the content they work so hard on isn’t as effective as they thought it would be.

Luckily, you’re not doomed to live in this place of email marketing limbo forever. By learning the keys to stellar direct email copywriting, you can craft outstanding marketing emails that rake in the clicks, opens, and conversions.

Read on to learn more.

email copywriting guide

Great Direct Email Copywriting: The Basics

While many people brush off direct email copywriting as a skill that died along with the early 2000s, the fact is that it’s still very, very relevant in today’s marketing environment.

While email marketing might not have the universal appeal of social media or podcasting, it’s still far too important to overlook, and marketers that do find themselves missing out on a large segment of traffic and engagement.

If you’re one of the many people who wonder what’s so great about email marketing, here are a few of its most winning qualities:

#1. Direct email marketing is effective and cost-efficient

While every company wants a cheap, efficient marketing strategy they can count on, this is especially important for, small business owners, who are always looking for efficient marketing solutions that will provide results on time and under budget. Luckily, email marketing fits the bill.

According to one 2013 report conducted by Direct Marketing Association, marketers who use direct email marketing earn a 4,3000% ROI.

How’s that for incentive?

#2. Email marketing provides real value

Every day, customers around the world take time out of their busy schedules to read through the emails that land in their inbox. Unfortunately, many of these emails are junk. Luckily, marketers who master direct email copywriting can set themselves apart from the crowd by providing real value to readers.

According to CopyBlogger, brands that are truly successful at direct email marketing are those who position themselves as companies truly concerned about the happiness and well-being of their readers.

This, in turn, helps readers feel as if they can trust your brand, which makes them more willing to share personal information and convert on your offers.

#3. Email marketing opens up a reliable line of communication with customers

Where else do you get unparalleled access to your customer’s pocket or inbox? Nowhere but email marketing, that’s the answer. When you provide valuable, unique, and interesting direct email copywriting, you succeed in opening up a valuable dialogue with clients, the likes of which isn’t seen anywhere else in marketing.

#4. Email marketing is a powerful tool for word-of-mouth and shares

According to DuctTape Marketing, quality content is one of the only things that will produce reliable sales results every time. With this in mind, it’s clear that people who master the art of direct email copywriting are uniquely qualified to make more sales and produce more positive word-of-mouth advertising within their customer base.

Despite all of these benefits, many people are afraid of writing marketing emails, assuming it will be challenging or unproductive. Luckily, crafting good email copy doesn’t have to be a challenge. With that in mind, check out our top tips for writing effective marketing emails your customers will love.

10 Steps to Craft Stellar Email Copy That Can’t Be Ignored

If you’re ready to incorporate great email marketing into your content strategy, follow these ten steps:

1. Remain relatable in all of your marketing copy

Let’s get one thing straight: nobody wants to read a stuffy marketing email. Would you?

Of course the answer is no.

That’s why it’s so important to keep your voice relatable and approachable in your direct email copywriting. Here are three good examples of brands I love that do just that:

Tim Ferriss’s Five Bullet Friday email always feels like grabbing a quick coffee with a friend. It’s approachable, casual, and informative. Which may be why it has a few million subscribers:

tim ferriss email

Another blogger who has always done a great job of maintaining a relatable approach is Mark Manson. Here’s one of his most recent marketing emails that decidedly does not feel like a marketing email:

Mark Manson Email

Finally, for reference, here’s a marketing email from GroupHigh, an influencer marketing startup that always kills it with the copywriting:

GroupHigh Screenshot

With those examples in mind, strive to keep your email copywriting in the same tone that you’d use to talk with a friend. It will benefit you in terms of conversions, clicks, and engagement down the road.

2. Personalize your emails as much as possible

A personalized email is a successful email, so take steps to make them as individualized as possible. This often means using your reader’s name in the subject line, using your name as the “From” address, and inputting a personal email as the “Reply to” address rather than allowing it to fill in with an auto-generated email from MailChimp or whatever service you use.

While personalization may not seem like a big deal, Aberdeen reports that personalizing an email can improve click-through rates by 10%.

3. Make clarity your main priority

Too many marketers try to be too gimmicky in their email copy, which only drives users away. Instead of focusing only on hooking your readers, think first about how you can provide clarity and value.

Once you’ve got those two things down, you can move onto being catchy.

4. Write a compelling email subject line

When it comes to email marketing, subject lines are critical. By using action words, posing a question, or personalizing the subject line (which results in a 26% spike in open rates), you can ensure that your email copy won’t be left sitting at the bottom of a trash bin.

5. Make sure you’re delivering on your promises

If you promise free tips, useful information, or shocking data in your email subject line, you need to deliver in your body content. While most people assume that being catchy in the subject line is all that matters, even users who open your emails will head for the hills if the body content doesn’t support the claims the subject line makes.

6. Write in the second person voice

Whenever you write email copy, everything you pen should be in the second person. Notice how all three of the examples listed above use “you” liberally. In addition to helping you connect with your readers, this is also a great way to drive the reader to action.

7. Stress the benefits, not the features

In email, as in all great marketing, you need to focus on stressing the benefits rather than the features of your product. In addition to the fact that features are more compelling than benefits, telling a story about how a service, good, or product will change a consumer’s life is much more emotive than simply including a bulleted list of features.

8. Keep your email brief

Few people have the attention span for a long marketing email, so it’s in your best interests to keep it short, succinct, and to the point. Offer relevant information toward the beginning of the email and resist the temptation to stuff the body full of filler language.

9. Make your call-to-action prominent

To enhance the effectiveness of your call to action, highlight it at the end of the email. Be sure to set it apart from the text, consider tinting it a different color, and install a button for added effect. While these are simple fixes, they can go a long way toward improving the effectiveness of your email across the board.

10. Automate your marketing emails with better management tools

While not technically a writing tip, automating your emails with the right management tool will save you a huge amount of time and money.

Services like MailChimp have long been the standard, but today more powerful tools like ConvertKit are beginning to rule the roost.

ConvertKit is a tool we use in our email campaigns here at Express Writers, and it has rapidly become one of the most indispensable in our belt. In fact, as soon as we switched to ConvertKit we saw a whopping 200% increase in the clicks on our emails!

While ConvertKit is a super-efficient tool for sending better emails, it’s much more than that. What sets ConvertKit apart is its highly responsive opt-in forms, multiple incentive options, subscriber gifts, custom opt-in features, and custom landing page options.

Plus, they’re known for the awesome reporting tools you get. Check out our dashboard, with a report detailing everywhere our subscribers came from, what days they came in, etc:

convertkit

ConvertKit is based on simplicity. They believe that less HTML, links, imagery and “stuff” makes sure your email gets read and out of the spam folder – and they’re onto something, based on our email results! However, that does mean you don’t have a lot of options in designing an email. But, the simple template we’ve been using works well.

Here’s a quick peek of ours:

convertkit broadcast

You can customize text colors with a handy visual editor, add custom CSS codes for social media icons and more, or create and host a landing page and forms. You can even grab their WordPress plugin for more accessibility with subscribers to and from your website.

Ideal for brands of all sizes who want to boost the conversion rate of their email marketing, ConvertKit is by far one of the best tools on the market right now. Get ConvertKit here: starting at $29/1000 subscribers per month.

Better Direct Email Copywriting Starts Now

By the end of this year, experts are projecting there to be 4.3 billion active email accounts around the globe.

This is a huge number, and it’s just one of the many things that demonstrates the importance and timeliness of email marketing.

On average, 57% of email subscribers interact with marketing emails for 10-60 minutes each week, and if you can master direct email copywriting well enough, you’ll soon find that your brand is one of the few they choose to spend their time with.

While direct email copywriting is a difficult thing to learn, the tips in our post can help you develop, target, produce, and dispense marketing emails that truly drive results–rather than just sitting in someone’s inbox.

And while connecting with customers in a meaningful and lasting way has always been a difficult pursuit, email marketing is one of the most efficient ways to make it happen in today’s world. Today, 83% of B2B marketers use emails for marketing, and that number will only grow in the coming years.

By developing a copywriting style that brands you as personable, polite, and engaging, you can easily connect on a deeper level with your customers and improve your brand across the board.

Stumped on how to create powerful email headlines and copy? Our email copywriting services might be just what you need! We’ve written successful email content for brands of all types.