{"id":923,"date":"2020-02-24T23:55:50","date_gmt":"2020-02-24T21:55:50","guid":{"rendered":"https:\/\/www.capsulink.com\/blog\/?p=923"},"modified":"2024-07-09T10:56:18","modified_gmt":"2024-07-09T07:56:18","slug":"how-to-produce-effective-email-marketing-content","status":"publish","type":"post","link":"https:\/\/newphp.capsulink.com\/blog\/how-to-produce-effective-email-marketing-content\/","title":{"rendered":"How to Produce Effective Email Marketing Content?"},"content":{"rendered":"<p>Email marketing is a must for online businesses, both B2B and B2C.<!--more--><\/p>\n<p>It helps with <a href=\"https:\/\/www.capsulink.com\/blog\/tag\/email-marketing\/\">increasing brand visibility<\/a>, sales, sharing content, recovering abandoned shopping carts, and achieving everything else you need to succeed.<\/p>\n<p>There\u2019s a problem, though: everybody\u2019s doing it.<\/p>\n<p>To have the best chance to outperform others, you need to get everything perfect. This includes three critical parts:<\/p>\n<ul>\n<li>email content (subject line, preview text, email copy, and visuals)<\/li>\n<li>Timing (times to deliver emails to achieve the best open rate)<\/li>\n<li>Frequency (how many emails to send weekly, etc.)<\/li>\n<\/ul>\n<p>In this article, we\u2019re going to teach you how to take care of the first part: the content.<\/p>\n<p>Even with perfect timing and frequency, poor content won\u2019t help with attracting clicks and getting people to go to your website. For example, 47 percent of email users say they open an email <a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\">based on the subject line only<\/a>.<\/p>\n<p>Without further ado, let\u2019s see how to create content you need to get your emails opened and read.<\/p>\n<h2>1. Make people curious with an intriguing subject line<\/h2>\n<p>Subject lines can make or break your email marketing campaigns.<\/p>\n<p>Even though the body of the email is the most important thing to focus on, the first thing that engages the customers is the subject line.<\/p>\n<p>Unfortunately, there\u2019s no universal formula for the best-performing email subject lines, so experimenting with the best practices is a good idea.<\/p>\n<h3>Make your promise clear<\/h3>\n<p>Like in the below example, the email from Urban Outfitters Europe lets the customer know about the arrival of new products. Be clear like this and say no to the salesy talk.<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/urban-outfitters-europe-subject.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-939\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/urban-outfitters-europe-subject.jpg\" alt=\"Urban Outfitters Europe subject line\" width=\"460\" height=\"23\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/urban-outfitters-europe-subject.jpg 460w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/urban-outfitters-europe-subject-300x15.jpg 300w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/a><\/p>\n<h3>Make them want to open the email as fast as possible with a perk<\/h3>\n<p>This is done with an incentive or an attention-grabber like freebies, sales, discounts, offers, etc. For example, the subject line below uses a free product to convince the viewer to open the message.<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/flat-tummy-co-subject-line-example.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-940 size-full\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/flat-tummy-co-subject-line-example.jpg\" alt=\"Flat Tummy Co subject line example\" width=\"487\" height=\"26\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/flat-tummy-co-subject-line-example.jpg 487w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/flat-tummy-co-subject-line-example-300x16.jpg 300w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/flat-tummy-co-subject-line-example-463x26.jpg 463w\" sizes=\"auto, (max-width: 487px) 100vw, 487px\" \/><\/a><\/p>\n<h3><strong>Keep your subject line between 6 and 10 words<\/strong><\/h3>\n<p>This length achieves the highest open rate, according to research. But please keep in mind that you\u2019ll need to get the previous two requirements in this section done, too.\u00a0<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/open-rate-by-number-of-words-in-subject-line.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-937 size-full\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/open-rate-by-number-of-words-in-subject-line.jpg\" alt=\"Open rate by number of words in subject line\" width=\"468\" height=\"230\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/open-rate-by-number-of-words-in-subject-line.jpg 468w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/open-rate-by-number-of-words-in-subject-line-300x147.jpg 300w\" sizes=\"auto, (max-width: 468px) 100vw, 468px\" \/><\/a><\/p>\n<p>With the right email marketing solution, you can experiment with different subject lines and find out which ones lead to the best open and click-through rate.<\/p>\n<h2 class=\"p1\"><span class=\"s1\">2. Fuel the curiosity with the preview text<\/span><\/h2>\n<p class=\"p2\"><span class=\"s1\">Great, now let\u2019s suppose we \u201chooked\u201d them with a great subject line. <\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">They\u2019re interested to see the content of the email, but since they see messages like this every day, let\u2019s get some more motivation going.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">That\u2019s why the next thing to do is to build the interest a bit more with a preview text. <\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">It appears right after the subject line, so it\u2019s another major attention-grabber in your email marketing arsenal. <\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">When used wisely, it can provide that additional motivation to make the reader open the email and see what\u2019s inside. <\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Take a look at this example from H&amp;M.<\/span><\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/handm-subject-line-example.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-941 size-full\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/handm-subject-line-example.jpg\" alt=\"H&amp;M Subject line example\" width=\"460\" height=\"29\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/handm-subject-line-example.jpg 460w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/handm-subject-line-example-300x19.jpg 300w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/a><\/p>\n<p>They\u2019re letting the subscribers know that there\u2019s going to be a sale with the subject line. Instead of putting the deadline in there, though, they moved it to the preview text.<\/p>\n<p>It\u2019s not as prominent but still, the eyes of the customers will go to it after they\u2019re done with the subject line.<\/p>\n<p>So, this way, the preview text encourages to look inside the message and see the products that are on sale. If the recipient is subscribed to H&amp;M\u2019s newsletter, chances are they follow sales and are interested in checking out fresh deals.<\/p>\n<p>If it\u2019s possible to include a preview text in your emails, definitely do it.<\/p>\n<h2>3. Keep email copy relevant, clear and simple to read<\/h2>\n<p>If you had only 70 words &#8211; that\u2019s about four sentences &#8211; to share with your customers, what would you say?<\/p>\n<p>This is how you should think about writing the copy for your email. It\u2019s like writing a message for a Twitter post: there\u2019s a character limit, so you write as concisely as possible and use <a href=\"https:\/\/www.capsulink.com\/features\/smart-links\">smart link shorteners to save space<\/a>.<\/p>\n<p>The best <a href=\"https:\/\/salesblink.io\/blog\/email-copywriting\">email copywriting<\/a> is brief, relevant to the reader, and easy to understand. If there\u2019s fluff or other things that the customer can think of as irrelevant, the email will go straight to the trash.<\/p>\n<p>Yes, that means you should really know what your customers need, but only you can take care of that.<\/p>\n<h3>Establish relevance ASAP<\/h3>\n<p>Let\u2019s just be honest here: the first one or two sentences might be your only ones that email users read in most messages.<\/p>\n<p>If they perceive the email to be irrelevant, chances are good that they would only look at the pretty graphics and close the window.<\/p>\n<p>To convince people to read what you have to say in the email, establishing relevance early is a must. The two first sentences should be that last attention-grabber before the ultimate payoff: the deal that you\u2019re offering the customer.<\/p>\n<p>So what\u2019s the best way to establish the relevance for the customers?<\/p>\n<p>Talking about the awesome benefit that you\u2019re offering them.<\/p>\n<p>Here\u2019s a beautiful example from Coursera. The first sentence asks the reader an intriguing question, thus focusing their attention on the benefit.<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/attention-grabber-from-coursera.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-942 size-full\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/attention-grabber-from-coursera.jpg\" alt=\"Attention grabber from coursera\" width=\"468\" height=\"288\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/attention-grabber-from-coursera.jpg 468w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/attention-grabber-from-coursera-300x185.jpg 300w\" sizes=\"auto, (max-width: 468px) 100vw, 468px\" \/><\/a><\/p>\n<p>The beauty of this question is that it leads the customer to the Coursera\u2019s offer: an online course of the customer\u2019s choice.<\/p>\n<h3>Consider your brand\u2019s communication guidelines to be more memorable<\/h3>\n<p>The style of writing depends on the image that your brand is working so hard to build and maintain. For example, Flat Tummy, a brand that sells protein shakes and other healthy food, is known for a witty and positive communication style.<\/p>\n<p>Check out the copy from one of their emails.<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/positive-communication-style-from-flat-tummy.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-943\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/positive-communication-style-from-flat-tummy.jpg\" alt=\"Positive communication style from Flat Tummy\" width=\"468\" height=\"227\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/positive-communication-style-from-flat-tummy.jpg 468w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/positive-communication-style-from-flat-tummy-300x146.jpg 300w\" sizes=\"auto, (max-width: 468px) 100vw, 468px\" \/><\/a><\/p>\n<p>It\u2019s fun, right?<\/p>\n<p>The copy is catchy, easy to read and remember, positive, and engaging. By using the brand\u2019s communication guidelines, the writers came up with a great copy that engages and makes it easy to keep the brand experience consistent.<\/p>\n<p>Feel free to experiment with different writing styles to find the one that resonates with your customers. To polish your writing and make it clearer, also consider using top-rated writing and proofreading tools like <a href=\"http:\/\/www.topwritersreview.com\/reviews\/topessaywriting\/\">TopEssayWriting<\/a>.<\/p>\n<h2>4. Plan Visuals Carefully<\/h2>\n<p>It\u2019s okay to send emails without visuals, but it really depends on the nature of the message. If it\u2019s an outreach email, for example, a text will suffice, but if you\u2019re designing an abandoned cart recovery or promotional email, then visuals are a must.<\/p>\n<p>Here are some things to keep in mind.<\/p>\n<ul>\n<li>Try to use your brand\u2019s color palette where possible to keep customer experience with your brand consistent<\/li>\n<li>The choice of font depends on the message and brand personality, too<\/li>\n<li>Use original visuals or create your own with tools like <a href=\"https:\/\/www.canva.com\/\">Canva<\/a>.<\/li>\n<\/ul>\n<p>The email from Starbucks beautifully shows these points. It has the brand\u2019s fonts, colors, and style, and it\u2019s possible many Starbucks fans could tell that their favorite just by looking at the style.<\/p>\n<p><a href=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-944\" src=\"https:\/\/www.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example.jpg\" alt=\"Starbucks brand personality and consistency email example\" width=\"346\" height=\"345\" srcset=\"https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example.jpg 346w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example-150x150.jpg 150w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example-300x300.jpg 300w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example-24x24.jpg 24w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example-48x48.jpg 48w, https:\/\/newphp.capsulink.com\/blog\/wp-content\/uploads\/2020\/02\/starbucks-brand-personality-and-consistency-email-example-96x96.jpg 96w\" sizes=\"auto, (max-width: 346px) 100vw, 346px\" \/><\/a><\/p>\n<p>That\u2019s how the best businesses approach email marketing graphics: they make them consistent, branded, and familiar to their followers,<\/p>\n<h2>5. Finish strong with a call to action (CTA)<\/h2>\n<p>No email is complete with a CTA. That\u2019s the heart of the message that has a critical goal: directing the viewer to your website.<\/p>\n<p>Here\u2019s a quick rundown of steps to complete for good CTA copy:<\/p>\n<ul>\n<li>Before writing the CTA, define the goals you\u2019re trying to achieve with the email (let\u2019s say you\u2019d like to raise awareness of the new clothing collection you\u2019ve just got)<\/li>\n<li>Use strong, action-oriented verbs (book, join, discover, see, reserve)<\/li>\n<li>Keep the copy between two and five words.<\/li>\n<\/ul>\n<p>Here are some examples that are suitable in this case:<\/p>\n<ul>\n<li>Shop the new collection<\/li>\n<li>See new arrivals<\/li>\n<li>Take me to the shop<\/li>\n<li>I want to see it!<\/li>\n<\/ul>\n<p>Press send!<\/p>\n<p>Here you go, these are the steps to creating effective email content. If you follow all these steps, you should be able to take care of the content part of email marketing and focus on testing what works best for your business.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":19,"featured_media":947,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[18],"tags":[149,109,112],"class_list":["post-923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","tag-copywriting","tag-email-marketing","tag-high-converting-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Produce Effective Email Marketing Content? - Growth marketing blog \u203a Capsulink<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newphp.capsulink.com\/blog\/how-to-produce-effective-email-marketing-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Produce Effective Email Marketing Content? 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