Email Marketing Tips and Tricks #1: Email Content

Have you been struggling to grow your email marketing list? Or are you having trouble with poor open rates? Beyond this, maybe you are just getting started with email marketing. Are you even tracking your email marketing metrics?

Email marketing is an essential component of any digital marketing strategy, and it is critical to know the basics—not just how to use your email software, but what your readers what to receive, how often, and at what time.

There are several great resources around the web about email marketing content, but like any general marketing guide, the real gold standard will be to test, test, and test again. Keep that in mind when reading these tips and tricks for growing your list and improving your email marketing metrics.

In this four-part series, I’ll explain some tips and tricks to some of the most common questions about email marketing.

In today’s post, let’s talk about what to put in emails. Maybe you already have a list of email addresses (if not, look out for my upcoming post on this topic), but should you put in your emails? Here are four tips to get you started.

What do I put in my emails?

1. Start with a specific purpose

This might seem terribly obvious to some of you, but it’s surprisingly common for businesses to have only a vague idea about why they are collecting email addresses. Before you send a single email, ask yourself: why do I want to send emails to my list?

Some common goals for email marketing include increased sales, improving leads, and increasing brand awareness. Some business people only think about the short-term and immediately obvious metrics like sales. However, there are other really great reasons to email your clients that you may not have considered: strengthening the relationship with existing customers, engaging and maintaining existing customers, generating referrals, building credibility and trust, or building interest in a future product or service.

As you can see, there are many reasons you might want to email your customers. You can’t realistically expect to achieve a long list of goals in a single email or even a single email campaign. This is why it is critical to establish a one or two goals for your email or email campaign before you even start to conceptualize the content.

Once you know your goals, it will become much more obvious what kind of content corresponds with them.

2. Provide value to your reader

Creating value to your audience as at the heart of effective email marketing. Do you know what is valuable to your reader?

Value comes in many forms—special offers, news and information, reminders, and interesting stories. The key here is to remember that if it isn’t important to your audience, it probably doesn’t belong in your email content.

How do you know what kind of content is valuable to your email audience? You can conduct market research like surveys, subscribe to your competition’s email to see what they are doing right or wrong, or you can run an A/B test. The right answer will vary depending on your individual business.

3. Be clear and concise

People who are receiving your emails are usually in a hurry. According to Litmus, the average time spent reading an email is just 11.1 seconds. If you’re not making it clear within a few seconds what your email is about and what the value is to your audience, your email will likely end up in the trash can.

Some easy ways to make your email content clear and concise is to provide shortened versions of longer content (like linking to a longer blog post), bolding key information, and providing images that coordinate with your content.

4. Don’t follow a strict formula

Engaged readers like some variety in the content they receive. Nobody wants to get the same type of email every week or every month. When you’re putting your email content plan together, remember to look at what you’ve done in the last several months and what you’re planning going forward. Provide some variety to keep your audience feeling interested and your content looking fresh and original.


Do you need help with your email marketing content? Contact me and let’s discuss how I can help you achieve your business goals.