The ROI-Driven Guide to Content pertaining to Email Marketing

content for email marketing

Think email is an outdated way to communicate with clients? Think again!

In 2021, email remains a top-three distribution approach for each B2B and B2C brand names. Nearly 90% of B2B brands and 80% of B2C brands are using e-mail as a primary distribution station. Developing great content just for email marketing is one of the most effective ways you can encourage organic sharing plus increase your brand visibility.

However, you know from your own email account that inboxes get overloaded with marketing emails everyday. It’s up to you to create communications that stand out, resonate along with customers, and drive marketing and advertising ROI for your brand.

Ready to learn how? Let’s get started.

Fast Takeaways

  • Email subject lines are a huge determining factor in whether or not a person will certainly open your email.

  • Less is more when it comes to content for email marketing — it should always be clear, related, and get straight to the point.

  • You can create emails that stand out by displaying your brand personality plus focusing on how you add worth for your customer.

  • High-performing types of marketing email messages include welcome messages, content material emails, incentives, and studies.

Best practices for customizing email ROI

Grab attention with your subject line

The largest mistake you can make in email marketing is making your issue line an afterthought. Essentially, your subject line is the deciding factor on whether or not your email gets opened up in the first place or goes straight to spam.

Recent research demonstrates 33% of people open emails because the subject line grabs their attention. Conversely, 69% sent an email to junk mail if a subject line puts them off.

That’s a big deal!

So how can you be sure your own subject lines are enticing people to open emails? Below are a few best practices we recommend:

Pay attention to length

Keep your subject ranges between 6-10 words. Create your subject line way too short and it may be hard to get a message across. Too long and also you risk it getting stop. Research has shown that 6-10 words is the subject line sweet spot (8 phrases is ideal) so strive for it each time you create a new email!

open rate by words in subject line

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Use personalization

You can also personalize your email subject collection to increase the likelihood your recipient will open it, but remember that just adding a name isn’t as effective because it used to be. Try using other personalization tokens that stand out more a first name.

For example: a pet store promoting a purchase might steer away from saying, “Susie, don’t miss this particular deal on dog treats! ” and instead utilize the pet’s name — “Fido definitely needs these new treats! ”

Other excellent personalization tokens to use are usually location, birthdays, or deal histories (i. e. in case you loved [name of product] we think you’ll love this, too! ).

Be straightforward

This doesn’t mean you can not add a little mystery for your subject line. In fact , teaser subject lines are really effective. But definitely be obvious about what the email is about, and never deceive by promising some thing in your subject line that you can’t deliver on inside your email.

Personalize your email messages

Let’s jump back to personalization. First names may not make the huge impact they as soon as did when it comes to subject line open rates. But they do still affect the overall develop of your email message. Particularly, they make it feel a lot more personal and create a connection between you and your customer.

Definitely perform include your customer’s name in the body of your email and speak directly to them throughout your own message.

Get to the point

Your own email is likely one of many that your customer is reading through. That’s why it’s important to get right to the point in your e-mail message. Make your message clear in the beginning so that your consumer knows what they’re reading, and add details later for those who decide to stick around.

Also those details, though, shouldn’t be too verbose. According to Campaign Monitor, the ideal duration for email copy is definitely 50-125 words. This may sound short, but remember you can product your content with images and link out to longer stories and announcements when needed.

Whilst there are of course some exceptions to this rule, the key takeaway to keep in mind is that content should always be concise. Be clear and include what is necessary to make your message impactful, but conserve the bells and whistles for various other content.

Focus on value

Whenever you share any marketing message with your audience, including through email, always focus on benefits first and features 2nd.

Ultimately, your customer is seeking solutions that can help them solve problems. By interacting benefits first, you show your customer right away just how your products and services can add worth for them. This is what they value the most.

Once customers discover why you’re valuable and appropriate for them, they’ll stick around to learn more about features. That info, though, can often be shared simply by linking to your website rather than including it all in your email message (remember we’re going for 50-125 worlds).

Show your brand name personality

Your brand personality is what makes your brand distinctive. It’s what connects you with your customers. Your email messages should always reflect your brand personality in design, language, and overall messaging. Do that by including your recognizable logo and color scheme and writing unique copy that is reflective of your brand.

The majority of email marketers use layouts to design consistent and visually appealing email messages. Email marketing platforms provide specific templates for different purposes and types of electronic mails. These are really useful equipment, but be sure that no matter what template you use, you incorporate elements that let your brand personality shine through.

High-performing content for email marketing

There’s no question that the worst thing you can do as an email marketer is spam your subscribers. Automated emails are valuable, but you should never deliver an email just to send a message. There should always be a obvious purpose behind your information that your subscribers can acknowledge.

Here are some common types of email messages that have a clear purpose plus perform well.

Welcome messages

Desired emails are the one e-mail you definitely do not want to by pass sending. Today they are virtually a standard part of the subscription or even online account creation procedure for online users. In other words, individuals expect to see welcome email messages come through after they subscribe to a brand.

Not convinced? Think about this: research has found that welcome emails are one the particular most effective type of triggered email messages (along with cart desertion emails). They have a 91% open rate on average and 5x the click-through price of a regular email marketing advertising campaign.

Welcome emails are also your opportunity to make a great first impression, sharing the types of awesome content your subscribers can expect to receive from your brand. Don’t miss the opportunity — think strategically about your own welcome emails and never miss sending them.

Content marketing and advertising emails

If one of your main content marketing strategies is your weblog (if it’s not, it should be), you can use email as a way to raise your content’s visibility and shareability. New content can be distributed in a e-zine that’s sent out weekly or monthly. You can even highlight individual blog posts simply by sending them individually to your subscriber list after they are published.

Don’t expect your subscribers to remember to visit your internet site and scroll through your content material regularly. The average online user is subscribed to many manufacturers, and you need to curate and share content regularly in order for them to keep engaging with your brand.

Content marketing emails are one of the best ways you can share content consistently.


Who does not love a good deal? Incentive email messages catch people’s attention mainly because by nature they offer a benefit, like discounts or members-only access to something valuable. Think about the varieties of incentives your brand provides and consider incorporating all of them into your email marketing schedule to operate a vehicle engagement and sales.

Suggestions or survey emails

Delivering emails to collect feedback from your subscribers is a win-win. It makes your customers feel valued if you ask for their feedback, and it provides your company important insights straight into how your content is resonating with your audience.

There are some important best practices to follow when you are sending surveys. Define the goals for your survey and maintain questions focused on information that helps you attain it. Do not let your survey obtain too long; only include queries that are necessary and appropriate. Consider adding an incentive (such a discount or free product) to drive higher participation in your survey.

Here’s read more about writing great customer study questions:

Start creating great content for email marketing these days

Strong email marketing ROI depends on having great content to share. Marketing Insider Group has a team of writers who can deliver you ready-to-publish, optimized content every single week for any year (or more! ). Our Content Builder Company includes a content audit and customized editorial plan so that you can feel confident in your content schedule across channels.

Set up a quick consultation nowadays to learn more and get started!

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