The average human attention span sits at around 8 seconds. For email marketers, that's the window you have to convince a subscriber your email is worth their time. Here are seven tips to help you write email content that actually gets read.
Start with the subject line
Your subject line is one of the first things subscribers see, so get it right. Write a benefit-focused subject line that gives readers a clear sense of what the email contains. Prioritise clarity over cleverness. Once you have something clear and benefit-led, then work on making it more compelling. Read more on how to nail your subject line.
Keep it simple
Keep your email copy simple and easy to read. There are no magic words, but your copy should clearly explain the benefits your email offers. Follow a logical structure, use short paragraphs, and add subheadings to break up longer sections. Readers should be able to skim your email and still grasp the main point.
Optimise your calls to action
Whether you want readers to visit your latest blog post or listen to your podcast, you need a clear call to action that tells them exactly what to do next. Your call to action should tie directly to the benefits you have described in the copy and give readers a reason to act.
Benefits, benefits, benefits
Your email content needs to offer real value. If a reader opens your email and thinks "meh", you have lost them. Focus your copy on what the reader gets, not just what you want them to do. Tell them why your blog post is worth reading or why your podcast episode is relevant to them. Clear value keeps readers engaged and drives more conversions.
Be relevant
Make sure your content is relevant to the people receiving it. A broad, untargeted send to your entire database rarely performs as well as a focused message to a specific segment. Targeted content means better engagement and better conversion rates. Segment your database and write with that specific audience in mind.
Find some inspiration
If you are stuck for content ideas, look at what other companies in your industry are doing. Subscribe to competitor emails to see how you compare and where you can improve. Use this as a guide only, not a template. You can also try content idea tools to get things moving. Two worth bookmarking:
Avoid the spam filter
Good content means nothing if your email lands in the spam folder. A few things to check before you hit send:
- Avoid overusing words like "free" or "100%" that spam filters flag
- Do not use all caps, it reads as shouting and raises red flags with filters
- Send from an authenticated domain
- Add alt text to all images
Keep these seven tips in mind next time you sit down to write a campaign. If you need a hand with your email marketing, get in touch and our team will help you get better results.
Frequently asked questions
- What should I focus on when writing an email subject line?
- Prioritise clarity and benefits over cleverness. Your subject line should give readers a clear idea of what the email contains and why it is worth opening. Once you have a clear, benefit-led version, you can refine it to make it more compelling.
- How do I stop my marketing emails from going to spam?
- Avoid overusing flagged words like 'free' or '100%', do not write in all caps, send from an authenticated domain, and add alt text to all images. These steps reduce the chance of your emails being caught by spam filters.
- How important is segmentation for email marketing content?
- Very. Sending the same content to your entire database tends to produce weaker results. When you write for a specific segment with relevant content, engagement and conversion rates improve.
- Where can I find inspiration for email marketing content ideas?
- Subscribe to competitor emails to see what others in your industry are doing. Tools like HubSpot's Blog Topic Generator and AnswerThePublic can also help you find topics your audience is actively searching for.