Tips for Writing Email Marketing Content That Converts
August 28, 2020

Tips for Writing Email Marketing Content That Converts

Tips for writing email marketing content


In today’s digital age there exists a plethora of tools at every marketer’s disposal. Google Analytics, Zoho Campaigns, Sendgrid, Zoho One – you name it. Despite the new and shiny tools coming out each month, email marketing remains a tried and true method for converting new customers. With more than 3.9 billion email users worldwide, and an average ROI of $42 for every $1 spent on email marketing, this is a tool you can’t afford to ignore.

In this blog, we’ll cover some important content tips for writing email marketing content to ensure your emails convert. Let’s begin:

1. Get Personal

Nothing is more tragic than a qualified lead hitting “unsubscribe” after receiving an email the marketing team worked endless hours on to perfect. With personalized subject lines alone, you can increase email open rates by 50%. Here are a few other ways to get personal:

Set up behaviour-triggered emails. Compared to regular emails, behaviour-driven emails have a 152% open rate – that’s huge! The beauty of these emails is that they can be automated, and sent out based on a variety of actions, including form completion, product purchases, or downloads.

Respect different time zones. A Montreal customer might be happy to receive an email from you at 9 AM. Your newly acquired prospect in Japan who receives the email at 10 PM; however, might not feel the same. Email marketing tools nowadays are incredibly smart, and allow the possibility to segment lists based on location or time zone. Sending emails in batches according to local time shows customers and prospects respect, and increases the likelihood of a recipient reading your mail.

Address the contact by name. Customers are far more likely to open and interact with an email if the headline, or even better, the subject line contains their name. It’s scientific fact that our eye catches our own name much more easily than any other marketing pick-up line.

2. Add Interactive Media

Humans are curious by nature. The way we pick up, touch, and smell things at the grocery store is the same way many of us interact with an email – albeit digitally. By adding interactive media to marketing emails, like infographics, buttons, videos, or animations, it provides greater incentive for the user to read the content and stay on the page. Video content alone has the power to increase click rates by 300%.

3. Nail the Subject Line

When an email lands in the inbox the first thing most of us do is read the subject line and preview text to determine whether it’s worth opening. Text like “buy now” or “last offer” might elicit a groan, an eye-roll, and an immediate boot to the junk box. Subject lines are tricky because in only a handful of words you must convince the user that the email is worth reading. Here are a few helpful subject line tips to ensure click-happy customers:

• Put important information at the beginning of the phrase
• Keep it short and to the point – don’t try to convey more than one idea
• Eliminate filler words like “that,” “the,” or “hello”
• Use logical keywords that will make future inbox searching easy
• Check and double-check spelling – nothing says DELETE NOW faster than a typo in a subject line

4. Write Copy for Readers, not Robots

It’s easy to forget that on the other end of an email is an actual human being. Even though your email list might be comprised of hundreds, even thousands of recipients, each one of those recipients is a person with opinion and emotion. When writing marketing copy for emails, this should always be at the back of your mind. The most impactful content is written directly for the consumer, using language they understand and are familiar with. Achieving this requires a deep knowledge of the target audience – occupation, nationality, age, gender, buying patterns, income…Before you write, know who you are writing to.

5. Keep it Goal-Oriented

Each marketing email should have a purpose. If this purpose isn’t clear to the marketing team, it won’t be clear to the recipient. Successful marketing emails tackle one goal per email – whether it is completing a form, purchasing a product, signing up for a newsletter, registering for a demo, or entering a contest. Each element on the page should further encourage the user to complete the goal. Many people will only skim an email, making it even more crucial to have this desired action clearly defined throughout the copy.

The most effective tips for writing email marketing content is to keep it simple, keep it concise, and address the audience on a personal level. Keep content jargon-free, ensure copy is proofread (at least twice!), and include visually stimulating graphics to increase the chance of conversions. To learn more marketing tips and tricks, check out our blog.

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