Skip to content

Email Marketing Content Best Practices

The best way to create email marketing content is to focus on what your audience cares about. Remember that your audience is interested in your brand, as well as its products and services. They are interested in the things that your company has to offer. When you have this information, you can generate better content for them. This makes them more likely to read the emails you send, and it makes it likely that they will actually follow the links you included in the emails. Looking towards the future as always, best practices in email marketing are always shifting and evolving. Email will never go out of style, but just like social media, email should continue to be utilized as a marketing tool. With these trends in mind, set yourself up to succeed in the years to come with a solid email marketing strategy that your customers (and co-workers) will appreciate for years to come.

While trends like mobile marketing will continue to grow in importance, content will remain king in email marketing. While it might be easy to get caught up in new technology as an amateur marketer, it’s important to remember that successful tactics rely on strong, thoughtfully-crafted content—not flashy features and bells and whistles. Being strategic about your email marketing can help you ensure that your email list continues to grow and remains responsive. By reviewing email marketing best practices you can make sure you’re taking all the right steps.

First off, let me applaud you for taking the time to read this article. You’re obviously someone who’s interested in learning more about best email marketing practices. I hope that the information that I’ve provided has helped you to better understand how other businesses are succeeding with their own email marketing efforts. The best way to ensure that your emails meet a positive response is to do extensive research on your target audience. And with any luck, what you’ve learned from this article will give you a good jumping-off point for your own projects. One of the most popular uses of email marketing is for sending newsletters to customers and subscribers. It’s relatively easy to do and increases customer loyalty as well as brand awareness. Best practices for this include having short, simple subject lines and keeping your content short. An average of 5% to 10% open rate is considered to be excellent by many experts, with click through rates being very similar.

Email marketing is complicated when you want to do it well. There are many factors to keep in mind, and each email needs its own set of rules based on its content, audience and purpose. However, the basic principles of creating effective email marketing emails remain the same whether you’re trying to promote a service or sell a product. With the boom of social media, email is no longer a priority for most marketers. However, email is a great opportunity to grow your business and generate more sales leads. The key is to get subscribers on your list and create subscribers engaging content that entices them to opt-in or purchase.

Email marketing is still one of the most effective ways to drive traffic to your website, generate leads and turn those leads into customers. In fact, on a per person basis, email generates three times as many conversions as social media according to McKinsey & Company.

However, there’s much more to successful email marketing than just throwing together a message and hitting send. To make your emails deliver the results you’re looking for, it’s important you follow best practices.

In this post, I’ll provide an overview of best practices for email marketing content that can help you improve your open rates and encourage higher engagement from subscribers.

Get Permission

When it comes to email marketing, the most important thing you can do is get permission to communicate with your subscribers. Getting permission allows you to send relevant content that your audience wants and expects—and if you don’t have it, then you could be in trouble.

Here are some ways you can get permission:

  • Ask for it clearly when someone subscribes. If a visitor clicks an email sign-up button or links through an email opt-in form, they need to know that they are opting in and what they’re opting into—and they also need to be able to change their mind later if they want. This helps protect against accidental subscriptions (which happen way too often). Ask for contact information up front so you know exactly who is subscribing, then ask again before sending any messages after sign-up (this helps prevent the “I thought I unsubscribed!?!?!!?” reaction).
  • Collect data from other channels like social media pages and webinar registrations. You’ll probably already have this data stored somewhere on your website or CRM system; just make sure that those fields aren’t empty when someone fills out a form anywhere else on your site (or even while visiting other sites!). That way when people come back around looking for more info about whatever product/service/event etcetera that got them excited in the first place, there’s no doubt about whether or not someone should receive emails from yours truly as well – which means no confusion over whether or not one wants updates from said company down the road– because guess what? They already told us!

Personalize Your Copy

Personalization is one of the most effective ways to make your email stand out. To do this, simply use the recipient’s name in the subject line and throughout your email copy. You can also personalize by using their company name, logo, colors and fonts, voice and tone (think “We’re excited to announce…”), or even culture!

For example:

  • First name: “Dear [first name],”
  • Last Name: “Hi [last name],,”
  • Company Name/Logo: “The team at [company name] is looking forward to hearing from you soon.”

Offer Something of Value

  • Offer a free ebook.
  • Offer a free webinar.
  • Offer a free trial (of your product or service).
  • Offer a free consultation with an expert in your industry who can help customers with any questions or concerns they may have about using your product or service, or about the prospect of working with you.

Provide a Compelling Subject Line

The subject line is one of the most important parts of your email marketing campaign. It should be short and to the point, relevant to the content of your email, personalized to the individual reading it and actionable (what will they do after reading it?).

  • There are some basic rules when crafting a good subject line:
  • Use numbers in your subject line. The first word in a sentence is given more weight than any other word, so using numbers can help draw attention where you want it. For example “5 Ways” or “7 Reasons.”
  • Make sure that whatever comes after “Re:” makes sense with what you’re sending them. If someone forwards an article about saving money on car insurance because they saw it on Facebook but all this person does is send emails about family travel plans, don’t send them something from their dad’s old email account!

Offer a Clear Call to Action

Make it clear what you want the reader to do.

Offer a clear call to action that’s easy to complete and relevant to the content of the email. For example, if you’re sending an email about a product or service, include a link where recipients can buy it; if you’re sharing an open rate report with them, ask them how they’re doing in comparison. Always provide clear instructions on how they can benefit from doing what you want them to do and make sure everything is as simple as possible—don’t make people jump through hoops just because they want your information!

Use More Adjectives and Less Adverbs

As you begin to draft your content, use adjectives and adverbs sparingly. Adjectives are more persuasive, while adverbs are more descriptive. When an email uses too many adverbs—especially those that describe how something is done or what someone is doing—it can come across as passive or unclear.

Using too many adverbs can also be a crutch for weak writing skills; if you’re struggling to get your point across effectively in one sentence, try breaking it into two or three sentences instead of using several words where one would suffice. A reader should never have to guess who did what and when they did it if all relevant information is included in the message itself, rather than left up to interpretation based on phrasing alone!

Build the Right Relationships with Relevant Content

You want to build the right relationships with your audience. You need to make them feel like they are part of the community, and give them what they want.

You can do this by providing value to the reader. You want your content to be useful, relevant and compelling so that people will keep reading it. By giving people what they want, you are showing that you care about their needs and interests as a consumer or buyer. This will help increase engagement with your brand so that there is a good chance of turning those readers into customers or clients over time (or at least keeping them loyal).

Test Your Messages Before Deploying Them

One of the most important steps you can take in your email marketing campaign is testing. Before you launch an email campaign, it’s important that you test your messages for different audiences and devices to ensure that they are optimized for maximum impact.

  • Test your content: A/B testing is a simple way to compare two versions of an email and determine which performs better. You can do this by sending one version of your message to half of your list, then sending another version to the other half and comparing their response rates. If one version generates higher engagement than another, then you can use it in future campaigns!
  • Use third-party tools: MailChimp has an excellent feature called “Autoresponders” that allows users to create automated emails based on subscriber behaviors (i.e., when someone signs up or when someone purchases something). Autoresponders are also helpful because they allow users to create sequences (i.e., multiple emails) that automatically send out over time—so there’s no need for manual intervention!

Use Mobile-Friendly Designs

  • Mobile is the future. According to a recent study by Google, mobile devices have surpassed desktop use in nearly every country around the world. With so many people accessing their email on their smartphones and tablets, it’s more important than ever to make your emails look good on all devices.
  • Use a responsive design. A responsive design means your email looks great no matter what device is being used to view it—no need for different versions of your emails! Responsive design also allows you to create one template that works across multiple email clients and browsers without having to worry about compatibility issues or errors like broken links or images not loading properly. You can accomplish this by using HTML5 tags, which are supported across most modern web browsers (including Apple Mail).
  • Embrace emojis! They’re fun, engaging and easy-to-read graphics that provide visual interest while keeping your message short and sweet (which makes them perfect for mobile!)

Email marketing can be lucrative, but you need to develop the right content and approach.

If you want to develop an effective email marketing campaign, you need to understand the basics of content and approach.

First, the right content is crucial for any successful email marketing strategy. You need a compelling subject line that catches the reader’s attention, followed by a well-written email body that informs them about what value they’ll gain from your product or service. The goal is to get readers excited about buying something—and as long as your product or service offers real value, it should be easy!

Second, how do you plan on getting people’s emails? If you’ve ever gotten spam emails from companies with whom you’ve done business (or even just visited their website), then chances are those companies used an automated tool called “data scraping” or “data mining.” This means they collected all of the information available online about their target audience and then sent out millions of spammy sales pitches based on those findings. Unfortunately for everyone involved, these efforts rarely result in sales: most recipients don’t even open these emails because they’re easily identified as unsolicited advertisements! So while data scraping might seem like a good idea at first glance—after all: why wouldn’t someone want more information about themselves?—it actually serves only one purpose: contacting people who don’t want to be contacted by anyone else but themselves!


Use the guidelines above to build your email marketing strategy and content, and you will be success

Leave a Reply

Your email address will not be published.