Your email marketing content – the right way


Don't know how to craft a marketing email that your customers will open and read? You're not alone. Not only are most people terrible at email, but there's also no one-size-fits-all formula for success. It all comes down to understanding what makes people tick, and what they want—which can vary dramatically depending on who you're talking about.

Include a message and a call to action.

  • Include a message and a call to action

Make sure that you include a message and a call to action in your email. For example, if you're sending an email about new products or services, let the customer know exactly what they can do with those products or services (e.g., sign up for a 14-day free trial). If you're sending an email about an event, let customers know when and where it will be held and what time they should arrive for registration. This will help them make plans around this event—they'll feel more invested in attending than if all you said was "tomorrow we're having an event."

  • Make sure your call to action is clear and concise

Make sure that the call to action is clear enough so that customers won't have any trouble understanding what they need to do next. If there's anything unclear about the request, customers may not take action on it because they don't understand what's being asked of them—and then they might stop reading altogether! A good rule of thumb: Keep it short (and simple) enough so that anyone has no problem reading through quickly without feeling overwhelmed by information overload...but long enough so that people who want more detail can get some extra info too."

Add images, but use them wisely.

Adding images to your emails can help boost engagement, but only if you’re using them wisely. You want to make sure the images you include are relevant and useful to your customers — not just decorative filler.

The first time I came across this idea was when I was writing an email for a client who wanted me to create “a beautiful email template” for them. After some research into how other companies were using email marketing, I found that most had used high quality visuals (like product pictures) as their main focus in designing their emails — and then added text on top of those images for more information about their products or services. This seemed like a good strategy because it allowed the reader to engage directly with the product itself at first glance rather than having boring text up front.

Your email marketing content - Include the right amount of text.

Your email should include the right amount of text. You want to use enough words to convey your message, but you don't want to overwhelm the reader with too much information. The ideal length is between 60-200 words.

You can also make your emails more readable by using short sentences (4-5 words long), bullet points or lists when possible, white space around content and bolded text for emphasis. Another trick is to use italicized or capitalized text for subheadings or important ideas you want readers to notice quickly.

Another way to make your emails more readable is by incorporating links into the body of your emails whenever possible; this allows people who want more information about a topic referred to in an email—and who may not be interested in reading everything else—to take action on what they need quickly and easily instead of having them scroll through several paragraphs before finding what they're looking for!

There are several ways to accomplish this. Use short sentences and bullet points, lists, white space, bolded text and italicized text for emphasis. Capitalize the first letter of important words in your subject line and throughout the body of your email (but not too much). If you want readers to click through from an email into a web page with more information on a specific product or service they're interested in—or if you want them to take advantage of some special offer—use links!

The content of your email is the most important aspect of a marketing email. The right content of your email marketing content will make you stand out and get the reader to take action, whether that’s downloading an app or clicking on a link to read more about your product or service.

Here are some tips for writing great content in your emails:

  • Use short sentences and paragraphs—longer sentences can be hard to read and they don’t leave much room for white space. This also makes it easier for readers who might skim your emails while they're on their phones or tablets!
  • Use bullet points, lists, bolded text, italicized text and capitalized words instead of paragraphs so that readers don't have trouble understanding what you're trying to say at first glance; this also makes it easier for them to scan through quickly if they want only certain information from each email (like prices) without having worry about missing anything else important because there's too much going on with everything being written at once!
  • Make sure every sentence has its own subject/verb pair so people know exactly what "doing" something means when reading through quickly (elevate-me does this well).
  • Make sure all links work properly before sending out any promotional material via email campaign (Don't forget - links should always point back into Elevate-Me!).

Craft a catchy subject line.

For your subject line, it’s important to keep things short and sweet. The best subject lines often have just one or two words. “Free shipping,” for example, is a great subject line because it tells the reader exactly what they can expect from the email and entices them to open it up.

The second most important thing about crafting a catchy subject line is avoiding all capital letters, too many exclamation points (!), abbreviations (e.g., “t-shirt!”), and too many words (e.g., “Limited Time Offer: 10% Off Sitewide”). These may seem like small details that don't matter at first glance but they actually do have an impact on how people perceive you as a brand—and whether or not they'll open up your emails in the future.

Be consistent with branding.

  • Use the same color scheme, font, and logo. Your brand identity is what makes your company recognizable. It's important to maintain consistency in all of your marketing materials so that customers can recognize your brand at a glance.
  • Use the same tone and language throughout emails you send out—whether it's an email newsletter or a promotional offer for something new on your website. The tone of voice should match the voice used throughout other marketing material from your company, like blog posts or ads on social media platforms like Facebook or Twitter.
  • In general, use a conversational style when writing content for emails—but don't be too informal! You want to sound friendly without coming off as unprofessional; this way people won't be turned off by overly casual language (think: "Hey guys!")

Focus on these elements when writing an email that you're sending to your customers.

When it comes to sending emails to your customers, there are certain elements you want to consider. First and foremost, make sure that every email has a clear message and call to action. The best way to do this is by conveying the main goal of your email in the first paragraph.

Also remember that great images can help improve your open rates, but don’t go overboard. For example: if you have an image-heavy newsletter template with tons of text on each page (like our example), use caution when adding more images than necessary into the mix. In addition, avoid using images that don't add value or aren't relevant to what you're writing about (i.e., adding product photos in emails where customer service issues are discussed).

Next up is text length—keep it short but sweet! Customers generally prefer short yet informative messages over lengthy ones anyway; so try not exceed 500 words when crafting new content for your next marketing email campaign!

Finally—and perhaps most importantly—make sure everything stays consistent across all channels: from social media posts on Facebook/Twitter through blog posts on LinkedIn Pulse via paid ads like Google Adwords...everything should sound natural together as one cohesive brand voice speaking with confidence about what matters most."


I hope that these tips help you write better email copy. Remember, the goal is to create a memorable experience for your customers. If they can get what they need from your email and feel like they're part of a community or movement, then you've done your job!