How to Create Exciting Email Content Your Audience Will Love :

Are you creating stunning emails that don’t seem to generate conversions? Emails have an average open rate of 16.97% and clickthrough rate of 10.29%. How do yours stand up?

If your email marketing campaigns aren’t generating results, it’s time to reconsider your content! Fresh email content can help you draw in readers. Once you have their attention, you can convert them with a powerful call-to-action (CTA)!

Not sure where to get started? Here are the 10 tips you need when writing content for email marketing.

With these tips, you can inspire your readers to take action. Then, you can boost conversions and improve your ROI. Get started with these 10 easy email marketing content strategy tips today!

1. Make the Purpose Clear

Before you rush to start creating fresh email content, take the time to consider your target audience. Who are you writing the email for? What do they care about?

The better you understand your customers, the more likely they’ll appeal to their needs.

First, take the time to segment your email subscription lists. Your customers can differ based on their:

Age
Gender
Location
Household income
Marital status
Hobbies/interests
Pain points
Buying behavior
Language

How do you set your customers apart? Separate them into different buyer personas. That way, you can write emails with each group in mind.

For example, you’ll likely use different language for a Gen Z college student than you would a senior citizen.

Once you segment your audience groups, you’ll have an easier time writing with them in mind.

Then, give each email in your campaign a singular purpose. What do you hope to accomplish with this email? What action do you want the reader to fulfill?

Focus each email on the action you want the reader to take. Then, base your email content on that purpose.

For example, do you want them to visit your store and make a purchase? Focus the email on teasing a new product. If you want people to contact you, focus the email on the value you can offer.

Having a single focus for each email will better inform your content strategy.

Once you know the purpose, make sure your readers do, too. Let the reader know what to expect with a strong, interesting email subject line.

What will they find inside the email? Try to spark their intrigue with a teasing subject line.

How does opening the email benefit the reader? Remember to focus on the email’s purpose.

Letting readers know what to expect will keep them focused on the purpose, too.

2. Focus on the Reader

Once you understand your target audience, make sure the email is all about them.

Avoid using “we,” “us,” or “I” language. Instead, use the word “you.” Personalize your emails by keeping the reader’s wants and needs in mind.

Email personalization can make it easier for you to connect with the reader.

In fact, personalization can increase your revenue by 760%. About 94% of professionals claim the best way to meet expectations is to personalize content for your readers.

It’s not enough to add the reader’s name to the subject line. Instead, find ways to personalize your email content. For example, you can use dynamic email marketing content.

Dynamic content focuses on the reader’s unique qualities. For example, maybe a customer previously purchased roses from a flower shop. A dynamic email could show them a bouquet of roses, knowing they completed that previous purchase.

Here are a few ways you can add dynamic content to your emails:

Use demographics to segment your audience into distinct buyer personas
Determine where your customers are in the purchasing cycle
Send emails that relate to the customer’s prior purchases
Send emails to people who abandoned their carts (with images of what they left behind)
Use a countdown timer to leverage the fear of missing out with limited-time offers
Use videos to capture the reader’s attention

Consider using automation in your email content strategy, too. Automation can make it easier for you to add dynamic content to your emails.

3. Use Power Words

Almost 50% of people open emails based on the subject line alone. If you want to boost your email open rates this year, focus on using power words.

Power words can invoke an emotional response and drive readers to take action. With the right power words, you can boost your open and clickthrough rates.

Try words like:

Enjoy
Great
Learn
Looking For
Ways to Beat
And
Free
Save
Ready
Stop
Change
Faster
Easy
Improve
New
Fall in Love With…
Tired of Feeling…?
Thank You
Now
Limited Time
Today Only

Avoid overpromising. Instead, try to grab the reader’s attention and fulfill your promise within the email content.

It helps to consider the reader’s pain points. How can you make their lives easier? For example, you can save them time or money.

Try to add urgency within your emails using “now,” “limited time,” or “fast.” Urgency before your call-to-action can drive people to take action.

4. Improve the Preview

A small amount of text will appear after each email’s subject line. You can improve your email previews to draw in more readers. Then, you can improve your open rates.

Think of the preview as your second subject line. Make sure the preview is specific but urgent. You can use it to play with symbols, humor, and emojis, too.

Remember your email’s purpose? Make sure the preview stays focused on that purpose without repeating the subject line.

Try to:

Use personalization
Remain honest
Encourage scrolling
Sum up the email’s content
Include a secondary CTA

You might need to A/B test your subject lines and preview text to determine what language drives opens.

5. Don’t Sound Spammy

As you use these email content marketing tips, avoid sounding too spammy. Sales language can scare readers off. They might send you straight to their spam box.

Avoid using all caps or multiple exclamation marks. Otherwise, subscribers could report you. You might even get blacklisted.

6. Write for Web

When writing content for email marketing, think about how you write for web copy. Keep your paragraphs and sentences short. Make sure your content is easy to read.

You can also use bullets, lists, and subheadings to keep your content organized.

Writing content that’s easy to scan will encourage people to read to the bottom of your emails.

Don’t forget to align every piece of your content. Once you make a promise in the subject line, continue it into the preview. Then, deliver within the email body.

If your email doesn’t align, you could lose the reader’s focus. They might not get what they signed up for, which could impact their trust in you.

7. Use Psychology

Understanding your target audience can make it easier to write compelling email marketing content. You can use psychology by:

Leveraging the fear of missing out with urgency and scarcity
Using eye-catching colors for your CTA buttons
Adding pictures of faces to elicit emotions
Adding social proof, such as reviews, to boost brand trust

Remember, the better you understand your readers, the more likely you’ll appeal to them with your content.

8. Show Off Worthy Content

Are you adding special content within your emails, like an eBook or white paper? Let readers know the valuable content you’re willing to share. Use brackets in your subject lines to help your content stand out.

For example, you can write, “[White Paper] How to Write Compelling Email Content.”

Helping your content stand out will keep readers focused on the value you’re offering.

9. Reward the Reader

Take the time to reward your readers for opening your email.

First, create email copy that focuses on the benefit you’re offering them. Then, give them proof of that benefit. For example, you can link to a case study or add stats to your email.

Adding proof to your emails will give readers a reason to remain on your subscription list.

Beyond that, consider giving readers a free gift as a thank you. For example, you can send them a coupon after they subscribe.

10. A/B Test and Optimize

Don’t forget to test and split your campaigns. Which subject lines boost your email open rates? Which images and CTA buttons boost clicks?

As you A/B test, make sure to change only one component of each email. That way, you can determine which element improved engagement.

Split testing can help you determine what email marketing content was most effective with your audience. Then, you can continue improving and optimizing your emails. Your conversion rate will continue to improve, boosting your ROI as well.

Kick Up Clicks: 10 Tips for Wow-Worthy Email Content

Want to improve your email open and clickthrough rates this year? Give these 10 tips for wow-worthy email content a try. With these tips, you can generate more clicks using content your readers will love.

Then, you can direct them to your website to turn your email subscribers into repeat, loyal customers!

Need help improving your email marketing campaigns? We have the tools you need to succeed!

Explore our pricing today to learn more.