Email Marketing Part 2: Content

Email Content

What do you want to say to your audience? You want to send emails with purpose, that really speak to your subscribers, so always keep in mind what they signed up for. It might be helpful to outline some general content types you can include in your campaigns, so you can refer to it when designing your emails. When you send out emails know who you want to open them, and make sure the content you're sending out provides value to that specific target group. Use their buyer persona, discussed here, to figure out their interests, and provide value based on that.

Content List

  • Upcoming Events
  • Recaps and photos from previous events
  • Popular posts from social media, like Instagram or Facebook
  • News coverage
  • Details about featured or new products
  • Holiday shopping guides
  • Upcoming sales and promotions
  • Tips not even relating to your business, but things there might be value in reading or understanding for your reader.

Scanning vs. Reading

Today most online content is scanned as opposed to being read from top to bottom. Few people approach reading online text as they would a good book. We sift through a large number of articles, we scan bullet points, paragraphs, titles and graphs. If an article seems interesting we then read the whole thing. If not, we close the browser tab.

So this means that you have about 3 or 4 seconds to convince your reader that staying with you is worthwhile. And you have even less time, maybe a second or two, to make a good impression on the person receiving your email.

Format your Content

When designing your emails, keep these following rules in mind

  1. Be short
  2. Divide into sections
  3. Include graphics
  4. Call attention with bold font
  5. Use bullet-points

More specifically, ensure your emails have the following to make sure they are properly suited for the new age of scanning content.

  • have an intriguing title. Your click through rate is almost entirely decided by the relevancy of your title and whether or not it piques your readers interest
  • begin with a thesis and end with supporting arguments. First we read the lead, the first paragraph, and then we make the decision to read further.
  • have section titles that attract the reader and are concise.
  • contain graphic illustrations related to the content to help tired eyes stay engaged.
  • use bullet points, bold text and emphasis to emphasize value.

Test Yourself

How did you read this article? Did you jump to the bolded text? Did you only read the section titles? Study how you interact and engage with online content to reveal more intricacies of the way we now consume content.

Email Metrics

Check back next week for Email Marketing Part 3: Metrics. As always, let us know if you have any questions or need help designing an email marketing campaign!