How to Write Winning Content for Email Marketing: 12 Tips With Examples

Are you tired of sending boring, bland emails that just end up in the trash?

Well, fear not!

We're here to help you up your email game and craft the perfect content for your email marketing campaigns.

We know that email marketing can be overwhelming, but with a little bit of know-how, you can create emails that actually get opened, read, and acted upon.

So, get ready to learn how to write the perfect content for email marketing.

Trust us, your subscribers will thank you if you actually implement our email marketing tips that we have mentioned.

Just remember: the key to success is to be creative, informative, and above all, engaging.

So let's get started!

Role of Content in Email Marketing

Have you ever thought about the role of writing content in email marketing?

It's actually super important.

The content of an email marketing message is the main source of information and value for the recipient. It's what determines whether the marketing email will be opened, read, and acted upon.

So, what makes for effective email marketing content?

It should be relevant, engaging, and valuable to the reader.

It should also align with the goals and objectives of the email campaign and speak to the needs and interests of the potential customers.

There are a variety of elements that can be included in the content of an email marketing message, like text, images, graphics, and calls to action.

And it's important to craft this content carefully to deliver a clear and compelling message that motivates the reader to take the desired action.

Listen up: it's not just the main body of the marketing email that matters.

The subject line and pre-header text (the snippet of text that appears below or next to the subject line in the inbox) also play a big role in the success of an email marketing campaign.

These elements should be attention-grabbing and informative, and they should accurately reflect the content of the marketing email.

12 Ways to Crafting Engaging Email Marketing Content

Email marketing is an essential part of small businesses.

It's a way to connect with your target audience, share valuable information, and promote your products or services.

And the key to a successful email marketing campaign is great content!

But creating the perfect email marketing content can be a challenge.

You want to keep things interesting and engaging, but you also don't want to bore or overwhelm your email recipients.

So, we're sharing strategies for crafting email marketing content that'll wow your audience and ensure the success of your email campaigns.

From personalization and A/B testing to interactive content and value-driven marketing emails, we've got you covered.

So let's talk and see how you can create some seriously engaging email marketing content!

1. Crafting a compelling subject line

One of the first things people see when they receive an email is the subject line.

And if the subject line doesn't grab their attention, they might just hit delete without even opening the email.

So, how do you create a strong subject line that'll get your promotional or transactional emails opened and read?

Here are a few tips:

1. Keep it clear and concise

A long, rambling subject is likely to get overlooked. Instead, make your subject line short and to the point.

2. Use action words

Words like "free," "exclusive," "limited time," and "new" can all be effective in getting people to open your marketing emails.

3. Use emojis

Emojis can be a fun and eye-catching way to grab attention. Just make sure to use them sparingly and in a way that's relevant to your message.

Here are a few examples of strong subject lines:

"🎉 Limited Time Offer: Get 50% Off Your First Purchase!"

"🚨 Urgent: Time is Running Out to Claim Your Free Gift!"

"🎓 Exclusive Insider Tips for Boosting Your Business"

See how those catchy email subject lines use action words, emojis, and a sense of urgency to grab attention.

That's the key to creating a strong subject line that'll get your emails opened and read.

What to avoid?

Here are a few common mistakes to avoid when crafting compelling subject lines:

1. Being too long or vague. Subject lines should be short and specific, so readers know exactly what to expect from the email.

2. Using spammy language or tactics. Words like "earn money fast," or "double your cash" can trigger spam filters in your email clients and make your email more likely to be placed in spam folder.

3. Making false promises or using clickbait. Subject lines that use sensational or misleading language to get clicks can lead to disappointed readers and damage your reputation.

4. Using ALL CAPS or excessive exclamation points. This can come across as spammy and unprofessional.

5. Neglecting to personalize. If you have the reader's name, consider using it in the subject line in your welcome email or any other promotional email to make the email feel more personal and relevant.

Here are a few more examples of compelling subject lines:

1. "Get 50% off your first purchase"

2. "New product alert: Introducing the XYZ"

3. "Limited time offer: Free shipping on all orders"

4. "Exclusive invite: Join our VIP program"

5. "Don't miss out: Last chance to save on [product]"

6. "Personalized just for you: Your exclusive discount code"

7. "Breaking news: [Company] announces partnership with [Partner]"

8. "Feeling lucky? Enter to win an [prize] in our sweepstakes"

Remember, the key to a compelling subject line is to be clear, concise, and relevant to your audience. These examples aim to grab attention and give readers a reason to open the email.

2. Personalize your emails

Have you ever received an email that starts off with "Dear Valued Customer" or something similarly generic?

It's not exactly the most engaging way to start an email, is it?

That's where personalization comes in!

Personalization involves using personalization tags to address recipients by name or other specific details.

For example, instead of starting off with "Dear Valued Customer," you might say "Hi [First Name]" or "Hello [Name], thanks for being a subscriber!"

It's a small change, but it can make a big difference in terms of engagement when you write content that is personalized.

Listen up: personalization isn't just about addressing people by name.

You can also use it to segment your email list based on buyer persona and send targeted email marketing content based on individual interests.

For example, if you have a list of email subscribers who have expressed an interest in gardening, you might send them gardening-related content. Or if you have a list of engaged subscribers who have purchased a particular product, you might send them related products or upsells.

Here are a few examples of personalized emails:

1. "Hi [First Name], thanks for signing up for our newsletter! Here are a few tips on how to get the most out of your subscription."

2. "Hello [Name], we noticed you purchased a running shoe from us last month. Here are a few other products you might be interested in to complete your running gear."

3. "Hi [First Name], we hope you're enjoying your new gardening tools! Here are a few tips on how to keep your garden looking beautiful all season long."

See how those emails address the recipient by name and include relevant content that's tailored to their interests. That's the power of personalization in a great email marketing campaign.

What to avoid?

1. Just be sure to avoid using overly personal information, such as someone's age or location, unless you have explicit permission to do so.

2. It's important to respect your audience's privacy and only use personalization in a way that's appropriate and relevant to your message.

3. Additionally, be careful not to overdo it with the personalization tags.

If every sentence of your email starts with "Hi [First Name]," it can start to feel a bit spammy. So use personalization wisely and in moderation to create a more engaging and personalized email experience.

3. Keep your emails visually appealing

Let's face it, both you and your customer base doesn't want to read a giant block of text in an email.

It's not exactly the most engaging or visually appealing way to present information.

So how can you make your emails more visually appealing and easier to read, specially on mobile devices?

One way is to use formatting, such as headings, bullet points, and bold or italicized text, to break up the text and make it easier to scan.

This can help make your emails more organized and easier to read.

Another way is to use images and graphics to add some visual interest to your emails.

Just be sure to choose high-quality images that are relevant to your message, and use them sparingly to avoid overwhelming your audience.

It's also important to use a consistent brand style and design in your emails.

This can help give your emails a cohesive look, feel and make them more recognizable to your audience, increase brand loyalty and brand consistency.

Here are a few examples of visually appealing emails:

1. A newsletter with clear headings and bullet points to break up the text, and a few relevant images to add some visual interest.

2. A promotional email with a bold, eye-catching banner image and clear calls to action.

3. An educational email with a simple, clean design and plenty of white space to make it easy to read.

What to avoid?

1. Just be sure to avoid overloading your emails with too many images or graphics.

Too many images can slow down the loading time of your emails and make them less effective. Additionally, be mindful of using images that are too large or that distract from the main message of your email.

2. Another thing to avoid is using too many different fonts or font sizes in your emails.

It can make your emails look cluttered and unprofessional. Stick to one or two font styles and sizes to keep your emails looking clean and cohesive.

3. Lastly, avoid using too much text in your emails.

4. Use a strong call to action

A strong call to action (CTA) is essential in email marketing.

It's the part of your email that tells your audience what you want them to do next.

It could be to purchase a product, sign up for a webinar, download a guide, or something else.

Whatever it is, it's important to make it clear and easy for your audience to take the desired action.

So, how do you create a strong CTA?

Here are a few tips:

1. Make it clear and specific

Don't beat around the bush - be direct and tell your audience exactly what you want them to do. For example, "Sign up for our webinar now!" is a much stronger CTA than "Learn more about our webinar."

2. Use persuasive language

Use words and phrases that highlight the benefits of taking the desired action. For example, "Get 50% off your first purchase today!" or "Join our community and get access to exclusive resources."

3. Place your CTA prominently

Make it easy for your audience to see and click on your CTA. This might mean using a button or a link or placing your CTA near the top of your email.

Here are a few examples of strong CTAs:

1. "Get your free guide now!" (clear, specific, and uses persuasive language)

2. "Join the waiting list now and be the first to know when our new product launches!" (clear, specific, and uses persuasive language and a sense of urgency)

3. "Shop now and save 20% on your first order!" (clear, specific, and uses persuasive language and a limited-time offer)

What to avoid?

1. Just be sure to avoid using vague or confusing CTAs.

For example, "Learn more" or "click here" aren't very specific or persuasive. It's important to be clear and specific in your CTA so that your audience knows exactly what you want them to do.

2. Avoid using too many CTAs in your emails.

Too many CTAs can be confusing and overwhelming for your audience and may dilute the effectiveness of your main CTA. Stick to one or two clear, specific CTAs to keep your emails focused and effective.

3. Avoid using CTAs that aren't relevant or valuable to your audience.

If your CTA doesn't offer any real value or benefit to your audience, they're unlikely to take the desired action. So make sure your CTAs are relevant, valuable, and align with your overall message and marketing goals.

5. Use A/B testing to optimize your emails

A/B testing, also known as split testing, is like a contest between two things. We want to know which one is better, so we show them to some people and see which one they like more. It's a way to compare things to find the best one.

In email marketing, A/B testing can be a powerful tool to help you optimize your emails and improve their effectiveness.

So, how do you use A/B testing for email marketing content?

Here are a few things you can test:

1. Subject lines

Try testing different subject lines to see which ones are more effective in getting your emails opened and read.

2. Calls to action

Test different CTAs to see which ones are more effective in getting your audience to take the desired action.

3. Email format

Try testing different email formats, such as a single-column vs. a multi-column layout, to see which one performs better.

4. Images

Test different images to see which ones are more effective in engaging your audience and promoting your message.

Here are a few examples of A/B tests you could run:

1. Subject line test: "Get 50% off your first purchase!" vs. "Limited Time Offer: Save 50% on Your First Purchase!"

2. CTA test: "Sign up now!" vs. "Join the waiting list and be the first to know when our new product launches!"

3. Email format test: A single-column email with a banner image vs. a multi-column email with multiple images and graphics.

4. Image test: A product image vs. a lifestyle image to see which one performs better in promoting a product.

What to avoid?

Here are a few things to avoid when using A/B testing in email marketing:

1. Testing too many variables at once:

It's important to focus on testing one variable at a time, such as the subject line or CTA, to see which version performs better. Testing too many variables at once can make it difficult to determine which one is driving the results.

2. Testing too few emails

It's important to test a sufficient number of emails to get reliable results. Testing too few emails can lead to inaccurate or inconclusive results.

3. Not analyzing the result

A/B testing is only useful if you analyze the results and use them to make informed decisions about your email marketing strategy. Be sure to analyze the data and draw insights from your A/B tests to optimize your emails.

4. Ignoring best practice

Just because something performs well in an A/B test doesn't mean it's always the best choice. Be sure to consider best practices, such as using clear and specific subject lines and CTAs, when deciding which version to use.

6. Use interactive content

Interactive content is a type of content that engages the audience and encourages them to interact with it.

It can be a powerful way to make your emails more engaging and memorable.

Here are a few ideas for interactive content you can use in your emails:

1. Polls

Polls are a simple and effective way to engage your audience and gather feedback. You can ask your audience to vote on a question or topic, and then share the results in a follow-up email.

2. Quizzes

Quizzes can be a fun way to engage your audience and provide value. You can create quizzes on a variety of topics, such as personality quizzes, product recommendations, or industry-specific questions.

3. Interactive images

Interactive images allow your audience to hover over or click on different parts of an image to reveal additional information or content. This can be a great way to showcase products or provide additional information in a visually appealing way.

4. Videos

Video email marketing can be a powerful way to engage your audience and bring your message to life. You can embed videos directly in your emails or include a link to a video on your website.

Here are a few examples of emails with interactive content:

1. A poll email asking subscribers to vote on their favorite product.

2. A quiz email that recommends products based on the subscriber's answers.

3. An email with an interactive image of a product allows subscribers to hover over different parts of the image to learn more about the features.

4. An email with a video that showcases a new product or provides tips, tricks and helpful advice.

What to avoid?

Here are a few things to avoid when using interactive content in your emails:

1. Overloading your emails with too much interactive content

It's important to strike a balance and not overwhelm your audience with too much interactive email content. It can be distracting and overwhelming and may dilute the effectiveness of your main message.

2. Using interactive content that's not relevant or valuable to your audience

Make sure your interactive content in email body is relevant and valuable to your audience. If it's not, they're unlikely to engage with it.

3. Creating email content that's difficult to use

It's important to write emails that are easy to use and understand. If it's confusing or difficult to use, your audience is less likely to engage with it.

4. Neglecting to test your interactive email content

It's a good idea to test your interactive email content to ensure that it's working properly and engaging your audience. This can help you identify any issues or areas for improvement.

7. Offer value to your audience

Offering something valuable is what sets you apart from the competition and helps you build a loyal following.

So, how can you offer value to your audience through your emails?

Here are a few ideas:

1. Provide valuable content

Share valuable information, tips, and resources that your audience will find useful and informative. This could be industry news, how-to guides, or expert insights.

2. Offer promotions and discounts

Offer promotions and discounts to your audience as a way to add value and encourage them to take action. This could be a limited-time offer, a discount code, or a special sale.

3. Share exclusive content

Share exclusive email content, such as behind-the-scenes looks or early access to new products, to give your audience a special experience and make them feel valued.

4. Engage with your audience

Engage with your audience through your emails by asking for their feedback, responding to their comments and questions, and creating a sense of community.

Here are a few examples of emails that offer value to the audience:

1. An email with a round-up of the top industry news and trends.

2. An email with a limited-time offer and a discount code for a new product.

3. An email with exclusive access to a new product launch or event.

4. An email with a survey asking for feedback on a new product or service.

What to avoid?

Here are a few things to avoid when offering value to your audience through your emails:

1. Failing to provide value

It's important to ensure that your emails offer value to your audience. If they don't, they're less likely to engage with your emails and may even opt out of your entire list.

2. Overselling or being too promotional

It's important to strike a balance between offering value and promoting your products or services. If your emails are too promotional, they may come across as spammy and turn your audience off.

3. Neglecting your audience's interests

Make sure you're offering value that aligns with your audience's interests and needs. If your emails aren't relevant to your audience, they're less likely to engage with them.

4. Not testing and measuring your value offering

It's a good idea to test and measure the effectiveness of your value offering to see what works and what doesn't. This can help you identify areas for improvement and optimize your emails.

8. Highlight customer success stories

Highlighting customer success stories is a great way to showcase the value of your products or services and provide inspiration to your audience.

It's a powerful way to demonstrate the impact your products or services have had on real people and can be a powerful way to build trust and credibility with your audience.

So, how can you highlight customer success stories in your emails?

Here are a few ideas:

1. Share customer testimonials

Share customer testimonials in your emails to show the positive impact your products or services have had on real people. Testimonials can be in the form of written quotes, video testimonials, or before-and-after images.

2. Share case studies

Share case studies that showcase how your products or services have helped existing customers solve a problem or achieve a goal. Case studies can be a great way to provide detailed, real-life examples of the value you offer.

3. Share customer stories

Share customer stories that showcase the personal journeys or experiences of your customers. This can be a great way to connect with your audience and provide inspiration and motivation.

Here are a few examples of emails that highlight customer success stories:

1. An email with customer testimonials and before-and-after images.

2. An email with a case study showcasing how a customer solved a specific problem using your product.

3. An email with a customer story that showcases the personal journey or experience of a customer.

What to avoid?

Here are a few things to avoid when highlighting customer success stories in your emails:

1. Using fake or exaggerated testimonials

It's important to use genuine and accurate testimonials in your emails. If your testimonials are fake or exaggerated, it can damage your credibility and turn your audience off.

2. Using unrepresentative or out-of-date testimonials

Make sure you're using testimonials that are representative of your current products or services, and that are relatively recent. If your testimonials are out-of-date or not representative of your current offerings, they may not be as effective.

3. Overusing customer success stories

It's important to strike a balance and not overuse customer success stories in your emails. If you use them too frequently, they may lose their impact and your audience may become less engaged.

4. Failing to ask for permission

Make sure you ask for permission before using customer success stories in your emails. It's important to respect your current customers' privacy and get their consent before sharing their stories.

9. Share promotions and sales

Sharing promotions and sales in your emails can be a great way to drive traffic and sales to your website or store.

It's a powerful way to encourage your audience to take action and make a purchase, and can be a powerful way to boost your business.

So, how can you share promotions and sales in your emails?

Here are a few ideas:

1. Share limited-time offers

Share limited-time offers to create a sense of urgency and encourage your audience to act quickly. This could be a special sale, a discount code, or a buy-one-get-one-free promotion.

2. Highlight best-sellers or popular products

Share information about your best-sellers or popular products to showcase the value and appeal of your products. This could be in the form of customer reviews, ratings, or images.

3. Share special deals or discounts

Share special deals or discounts to encourage your audience to make a purchase which can drive sales. This could be a discount code, a bundle offer, or a buy-more-save-more promotion.

Here are a few examples of emails that share promotions and sales:

1. An email with a limited-time offer and a discount code for a new product.

2. An email with a list of best-sellers and customer reviews.

3. An email with a special deal or discount on a popular product.

What to avoid?

Here are a few things to avoid when sharing promotions and sales in your emails: 1. Using spammy or aggressive language

It's important to use persuasive but respectful language when sharing promotions and sales in your emails.

If your language is spammy or aggressive, it can turn your audience off and damage your credibility. A huge number of promotional emails can trigger the spam filter and your emails can end up in the spam folder.

2. Overselling or being too promotional

It's important to strike a balance between promoting your products or services and providing value to your audience. If your emails are too promotional, they may come across as spammy and turn your audience off.

3. Neglecting your audience's interests

Make sure you're sharing promotions and sales that align with your audience's interests and needs. If your emails aren't relevant to your audience, they're less likely to engage with them.

4. Not testing and measuring your promotions and sales

It's a good idea to test and measure the effectiveness of your promotions and sales to see what works and what doesn't. This can help you identify areas for improvement and optimize your emails.

10. Create a sense of urgency

Creating a sense of urgency in your emails can be a powerful way to encourage your audience to take action.

So, how can you create a sense of urgency in your emails?

Here are a few ideas:

1. Use limited-time offers

Share limited-time offers to create a sense of urgency and encourage your audience to act quickly. This could be a special sale, a discount code, or a buy-one-get-one-free promotion.

2. Highlight limited availability

Share information about limited availability to create a sense of urgency and encourage your audience to act quickly. This could be in the form of limited quantities, limited time, or limited edition products.

3. Use countdown timers

Use countdown timers in your emails to create a sense of urgency and encourage your audience to act quickly. This could be a countdown to the end of a sale or the expiration of a discount code.

Here are a few examples of emails that create a sense of urgency:

1. An email with a limited-time offer and a countdown timer.

2. An email with a list of products with limited quantities and a notice of limited availability.

3. An email with a special deal or discount that expires in a certain number of days.

What to avoid?

Here are a few things to avoid when creating a sense of urgency in your emails:

1. Using false or exaggerated claims

It's important to use accurate and honest claims when creating a sense of urgency in your emails. If your claims are false or exaggerated, it can damage your credibility and turn your audience off.

2. Overusing urgency tactics

It's important to strike a balance and not overuse urgency tactics in your emails. If you use them too frequently, they may lose their impact and your audience may become less engaged.

3. Neglecting your audience's interests

Make sure you're creating a sense of urgency around offers or products that align with your audience's interests and needs. If your emails aren't relevant to your audience, they're less likely to engage with them.

4. Not testing and measuring your urgency tactics

It's a good idea to test and measure the effectiveness of your urgency tactics to see what works and what doesn't. This can help you identify areas for improvement and optimize your emails.

11. Stay up-to-date on email marketing best practices

Staying up-to-date on email marketing best practices is essential if you want to create effective and engaging emails that deliver results.

Email marketing can be a powerful tool, but it's important to follow best practices to ensure that your emails are effective and compliant with laws and regulations.

So, how can you stay up-to-date on email marketing best practices?

Here are a few ideas:

1. Subscribe to email marketing blogs and newsletters

Subscribe to email marketing blogs and newsletters to stay up-to-date on the latest trends and best practices. This can help you stay informed and learn from industry experts.

2. Attend email marketing conferences and events

Attend email marketing conferences and events to learn from industry experts and stay up-to-date on the latest trends and best practices. These events can be a great way to network and learn from others in the industry.

3. Follow email marketing influencers and experts on social media

Follow email marketing influencers and experts on social media to stay up-to-date on the latest trends and best practices. This can be a great way to get insights and inspiration from industry leaders.

Here are a few examples of email marketing blogs and newsletters you can subscribe to:

1. The Startup Academy by Venturz.

2. The Email Marketing Blog by Campaign Monitor

3. The Inbox newsletter by Litmus

4. The Email Marketing Daily newsletter by Media Post

By subscribing to email marketing blogs and newsletters, attending conferences and events, and following influencers and experts on social media, you can stay informed and learn from industry experts.

What to avoid?

Here are a few things to avoid when staying up-to-date on email marketing best practices

1. Ignoring industry changes and trends

It's important to stay aware of industry changes and trends to ensure that your emails are effective and up-to-date. If you ignore industry changes and trends, your emails may not be as effective.

2. Neglecting to follow laws and regulations

It's important to follow laws and regulations when it comes to email marketing. This includes laws related to spam, privacy, and data protection. If you neglect to follow laws and regulations, you may face legal consequences.

3. Relying solely on outdated information

Make sure you're staying up-to-date on the latest trends and best practices. If you rely solely on outdated information, your emails may not be as effective.

12. Using email marketing software to create email content

Have you ever thought about using email marketing software to help with content marketing for your emails?

It's definitely worth considering!

There are a ton of benefits to using email marketing software, and some of the biggest are the ability to create visually appealing emails and manage automated marketing emails .

Here are just a few ways that email marketing software can help:

1. Templates and Pre-Designed Layouts

Email marketing software often comes with a range of templates and pre-designed layouts that you can use to create visually appealing emails.

This can save you time and effort and help ensure that your emails are professional and consistent.

2. Personalization

Many email marketing software, like constant contact, allow you to use personalization tags to address recipients by name or other specific details.

This can help make your emails add a personal touch and stay relevant to your audience.

3. A/B Testing

Email marketing software often includes A/B testing functionality, which allows you to test different versions of an email to see which performs better.

This can be a useful way to optimize your emails and ensure that you're sending the most engaging email content.

4. Analytics and Tracking

Email marketing software often includes analytics and tracking tools that allow you to see how your emails are performing.

Email marketing KPIs like open rates and click through rates can help you identify which types of email content are most engaging and successful, and make informed decisions about future emails.

In Conclusion

Alright folks, let's wrap this up.

In short, nailing that perfect email marketing content is all about strategy, creativity, and a whole lot of trial and error.

First things first, you have to know who you're talking to and what you want to accomplish.

From there, it's all about crafting a killer email content strategy complete with a super clear call-to-action, useful and interesting info, and a snappy subject line.

Oh, and don't forget to keep it short and sweet (nobody's got time for a novel in their inbox) and make it look pretty (because let's face it, we all judge a book by its cover).

And hey, don't be afraid to test out different approaches and see what works for your audience. Trust me, it's worth it.

So go forth and conquer that email marketing game!