12th December 2018 - No Comments!

How to write content for email marketing

The evolution of modern marketing began in 1978, when the first email for marketing purposes was sent out, garnering a hefty $13M sales. Nevertheless sending emails to an audience still works successfully today, many people use email marketing to build credibility and generate sales.

This blog will cover different aspects of how to build a successful and effective email marketing campaign.

Writing a subject line
The whole of a subject line is not shown in an email if it is too long, therefore it is recommended to keep the character count to below 50 in order to maximise visibility. It is also worth noting that depending on which device you use, the cut off point differs therefore it potentially could be much shorter. When typing the subject line, it is important to remember that keywords should be at the beginning as this is the first part that viewers read.

In your subject line, try personalising it as much as possible. Personalisation in emails increases open rates by 14%. Using people’s names to gain their attention helps increase open rates and builds rapport with your audience.

Using a person's interests in an email subject line also helps build rapport with your audience and reaches out to them in a more personal way. Subject lines that create a sense of urgency and scarcity have a 22% higher open rate and possibly increases sales as people don’t want to miss the opportunity to buy a product or service, especially with a discount.

A good subject line helps open rates increase, which it turn increase the chance of people reading the rest of the email.

Writing the email body
Using people’s names within your email body increases email engagement and rapport with your audience. If possible, within the email body, highlight mutual interests or connections which increases engagement with your email. Writing in second person makes it feel more personal to the reader and help builds rapport as you are connecting with your audience.

Increasing the time people read your email
Instead of people reading the entirety of your email, they tend to just scan read it. Again, keeping the content relevant in your subject line is important otherwise it may increase unsubscribe rates.  The average time people spend reading your email is 51 seconds so you need to structure your email in a way that people read the majority of it.

A few tips for structuring your email for scanners:

  • Break your email into chunks instead of having one huge block of text
      • Each chunk should have a different point linked to it. This helps scanners as it cuts down on readers disinterests.
      • Each chunk should have it’s own headline. Headlines draw scanners in to reading your email as they know more information on what they are reading.
  • Prioritise the chunks of text
      • Put the most important point first. Readers are most likely to remember the first point that is made.
      • Putting filler within the middle of your email body can draw people in when using images, bullet points and keeping copy simple. It also gives the loyal readers more information.
  • Choose your font and word spacing wisely
    • Choosing the correct font for people to easily read is necessary when writing email copy, especially for people scanning your email.
    • When spacing out the words, paragraphs and headers they need to be spaced out enough so it is readable by scanners. Spacing out content correct also keeps your email subscribers engaged.
    • Using bold text on headings can help scanners choose which part of the text they want to read or make keywords stand out.
  • Use graphics within your email
    • Using images or graphics when done correctly can help sell products or services.
    • A study shows that emails with graphics or images can increase your click through rate by 42%.

Tone of voice
When writing emails make sure:

  • You put yourself in the reader’s shoes and aim to appeal to them.
  • You adapt the tone of the email to the conversation based on the content you are writing. This helps the reader engage more with your content.
  • The consistency of the tone of your email is consistent throughout your email.

Testing and making edits
The best ways to test your email:

  • List segmentation by demographics - Analysis of this data can be useful for future emails.
  • A/B Testing your email. When splitting your email list in half to A/B test content make sure that you remove the inactive people, sorting alphabetically to get the most accurate data.
  • You could also split your email list in half to test images. Split your email subscriber list directly in half then change images to test which images work the best.
  • Split your email subscriber list in half, again, and test different subject lines. This could also be done with promotions and offers, testing differences to see which gives you the best data to make changes.
  • Using different programs, like mailchimp, and using analytics to see when the best time and date is to send out emails. When testing time and data, you could also split your subscriber list and send out the email at different times and dates to see which gets the most open rates.

When you have finished testing your email list in different segmentations and A/B tests you can implement the changes based on the data. When analysing your results you need to determine which metrics you are going to use. The most important results you need to use are open, click through and conversion rates.

So to summarise, a great marketing email will have well-written content. No matter how fancy the email looks, if it is lacking strong content then subscribers will simply stop opening and start deleting them. Here at Vast we understand the importance of great email content and have an in depth understanding of best copywriting practices. Contact us today to understand more about how we can create compelling content for your business.


Published by: Vast Digital in Uncategorised

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