When you meet someone new, do you talk about yourself nonstop? When you have an important meeting, do you wear a random tank top and ripped jeans?
For most of us, our reputation matters. We take time to present ourselves in a way that builds credibility and trust. Your email content works the same way!
Every email you send says something about you. If you only talk about yourself, people will unsubscribe.
If your content looks like it was thrown together at the last minute—full of typos or broken links—your reputation and email marketing strategy will suffer.
The best email marketing content is:
- Focused on a single goal
- Relevant to its audience
- Visually easy to read
- Clear about what the reader should do next
Why writing compelling email content matters
You can design a beautiful email, but it’s meaningless without a relevant, well-written message that engages the reader.
With nearly 90% of B2B marketers using email marketing, you need truly great email copy to stay ahead of the competition.
It can be your secret weapon to create emails that:
- Communicate clearly and persuasively
- Have a unique, personal, and relatable voice
- Build relationships with your subscribers
- Tell your story
- Share your products or services
- Drive conversions
But to do all that, your email content needs to be outstanding.
That’s where we come in! We’ll show you top content marketing tips to help you write emails that truly resonate.
How to write effective email marketing content people connect with
When you have something interesting to share, think first about how it benefits your subscribers’ lives—and write from that perspective.
After all, if you can’t connect with them and speak directly to their interests and pain points, they likely won’t care about what you’re saying.
When it comes to writing effective email marketing content, there are three basic rules:
- Write in the second person
Use pronouns like “you” and “your” to immediately focus on the reader. Even if the content is about your company, writing in the second person brings your audience into the story. - Focus on benefits
When talking about your products or services, go beyond features. Focus on benefits and clearly explain what’s in it for the reader.
Your value lies not in what you offer, but in what your readers gain.
For example, it’s great that a smartphone has a high-end video camera.
But instead of focusing on lens type or zoom features, show the amazing videos they can actually create. What are you really giving your audience that improves their lives?
- Be human
Email is personal, yet so much email marketing content feels impersonal—or even creepy. To sound human, write your emails as if you’re writing to a friend, using a natural conversational tone.
The value and benefits you offer attract people to subscribe, but it’s your personality and brand that make them come back. Avoid business jargon. People read your emails because they like YOU!
When you’re authentic and focus on relationships, sales will follow. If you try to sell before building the right relationship, you’ll fail.
Many marketers follow the 70/30 rule—70% value and relationship-building, 30% selling. While this is a good starting point, every audience and brand is different.
Test and optimize based on email performance. When in doubt, spend more time nurturing relationships and less time pushing sales.
4 email content best practices for results
Email marketing can communicate almost anything. Creativity is endless, but all great content shares a few core foundations.
Before creating content, make sure you’ve thought through these four email content best practices.
- Set a clear content goal
What are you trying to achieve with this email? Without a clear end goal, your message may wander and leave readers confused or disengaged.
Whether your goal is to drive traffic, improve retention, or increase sales, clearly define it and build content that supports it.
You can’t measure success without setting a goal first.
Your audience filters through hundreds of emails every day. Staying focused on one message helps them quickly understand and act.
If you’re unsure what to include in your newsletter, don’t panic! We’ve compiled a list of 100+ newsletter content ideas.
- Define your audience and their needs
The secret to effective email content is relevance. But what does that really mean?
Start by understanding what your subscribers want, then deliver content that meets those needs.
Just as your email needs a clear goal, it should also target a specific audience.
If you haven’t created audience personas or segmented your subscribers, your email content won’t perform well.
Creating content for smaller segments increases relevance and campaign effectiveness. When your message resonates with a specific audience, you don’t need to be the world’s best copywriter—you just need to communicate value.
- Make it visually engaging
Your message is easier to read when it looks good. Can readers quickly scan your email and grasp the message?
If readers see dense blocks of text, they’ll leave. Break text up with subheadings or lists. Visuals help tell your story faster.
Use images and even GIFs to enhance engagement, but ensure they support your core message.
- Tell readers what to do
Use direct language and always end with a clear call to action (CTA).
Make your CTA easy to find, especially for scanners. A clear CTA is critical to email success.
👉 Tip: Typos and grammar mistakes make your email look unprofessional. Use free tools like Grammarly to automatically check and fix your content.
ClickSuccess Tips
13 email copywriting techniques
There’s no perfect formula for email content, but there are proven techniques to boost engagement. Here are our favorites:
Continue testing, refining, and evolving your content to surprise and delight your readers in new ways.
And remember—if you wouldn’t send it to a friend, don’t send it to your subscribers.
Source: ClickSuccess
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