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Every marketer has the desire to write email marketing content that’ll give them a high return on their investment. Still, many marketers struggle to get their content just right. 

To ensure better success with your email marketing campaigns—and all of your marketing campaigns—you need to know exactly what makes content compelling. From there, you can figure out how to write effective email marketing content.

What is effective marketing content and how can you create compelling content?

Effective marketing content intrigues your readers so much they can’t help but open your emails.

Wouldn’t it be nice if every email you created garnered that sort of response? You can have it—if you take the time to write excellent content.

How do you write effective marketing content?

It starts with drafting your subject line.

Your email subject line is the first impression your email is going to make on your audience. Draft a couple of options and then run an A/B test, which will show you what type of subject line appeals to your readers the most.

Your email subject line is the first impression your email is going to make on your audience.

Source: Campaign Monitor

Like the subject line, your preview text should grab your readers’ attention. You’ve been able to get your foot in the door with the subject line—now it’s the job of your preview text to hook the reader and keep them reading to the very end of your email.

Like the subject line, your preview text should grab your readers’ attention. You’ve been able to get your foot in the door with the subject line—now it’s the job of your preview text to hook the reader and keep them reading to the very end of your email. 

Source: Campaign Monitor

Your email copy should be written “for the web.”

When writing a blog post, you know that you should write for the web, and the same rule applies to your email copy.

Remember to:

  • Keep paragraphs short
  • Make sure your email flows and follows a logical train of thought
  • Use subheadings, lists, and bullet points to break up longer content
  • Always include a clear call to action.

Always speak to the needs of your target audience.

Whenever you write content, make sure to write to your ideal customer. Doing so will make your copy personable, like you’re talking directly to them and addressing their needs.

How to measure whether your marketing content is truly effective

As was mentioned, a great way to make sure your email content is hitting the mark with your audience is to do some A/B testing.

Split testing will help you craft the best emails possible by allowing you to test:

  • Subject lines
  • Preview text
  • Body content
  • CTAs
  • Send times

Another way to check the success of your campaigns is to evaluate your conversion rates. If you’re not getting a positive response from your campaigns, your content may be a factor. Evaluate your content to see if it sounds:

  • Too salesy—most people don’t like a hard sell
  • Cold or impersonal
  • Like the tone or language doesn’t fit your brand.

Analytics is an important part of any campaign. However, you don’t just want to pay attention to a single number. Keep an eye out on whether your readers open your emails, click on any links within them, and what they do after that. Unfortunately, not all brands do this. A whopping 23% of brands don’t track what customers do after they click through an email.

You don’t want to be part of this statistic; doing so would be a lost opportunity. Monitor all of your analytics and then use that information to craft even better content.

Does it really matter?

Writing excellent email marketing copy can help convert readers into customers.

The reason for this is simple: Better copy makes you seem trustworthy, professional, and competent. If you care enough to craft great emails for your readers, they’ll believe you put the same amount of time and attention into your products and services.

What now?

Writing quality email marketing content should be at the top of your marketing to-do list—but it’s not the only thing you need to focus on. Check out the resource we’ve created to help you create a successful campaign, from start to finish.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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