{"id":7259,"date":"2022-01-27T13:15:08","date_gmt":"2022-01-27T13:15:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/27\/15-tips-for-writing-email-marketing-content-that-increases-clicks\/"},"modified":"2022-01-27T13:15:08","modified_gmt":"2022-01-27T13:15:08","slug":"15-tips-for-writing-email-marketing-content-that-increases-clicks","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/27\/15-tips-for-writing-email-marketing-content-that-increases-clicks\/","title":{"rendered":"15 Tips for Writing Email Marketing Content that Increases Clicks"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<h4 class=\"entry-byline\">By <a href=\"https:\/\/blog.aweber.com\/author\/seantinney\" title=\"Posts by Sean Tinney\" rel=\"author\">Sean Tinney<\/a>  <span class=\"entry-date\">January 27, 2022<\/span><\/h4>\n<h3 class=\"entry-excerpt\"\/>\n<p>Increase your email clicks with these 15 tips for writing email marketing content. <\/p>\n<p>Your audience is probably short on time and skimming through emails. They may get several emails an hour throughout the day. To give yourself a fighting chance in the inbox, you need strong email marketing content.<\/p>\n<p>According to <a href=\"https:\/\/www.superoffice.com\/blog\/email-click-through-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">research done on email click rates<\/a>, the data has shown:<\/p>\n<ul>\n<li>53% of marketers say low click-through rates are their biggest email marketing challenge.<\/li>\n<li>73% of marketers say click-through rates are a key metric for evaluating campaign effectiveness.<\/li>\n<li>The average email click-through rate is 7% in the US.a<\/li>\n<\/ul>\n<p>Getting more clicks should be a central part of your strategy. Here are 15 tips on how to write effective email marketing content to boost click-through rates.<\/p>\n<h2 id=\"h-format-for-clarity\"><strong>Format for Clarity<\/strong><\/h2>\n<p>When your audience is in a hurry, the right formatting will make the emails easy to digest. Plan for readers to skim big points before coming back to read some sections for details.<\/p>\n<h3 id=\"h-tip-1-target-the-audience-s-needs-pain-points\"><strong>Tip 1: Target the audience\u2019s needs\/pain points<\/strong><\/h3>\n<p>First, your emails should have a singular focus centered around the needs of your audience. Present a problem and clearly answer how you can help within the email.<\/p>\n<p>Your audience doesn\u2019t care about your company\u2019s interests or needs. So, avoid product-centric messages.<\/p>\n<p>Spur people to act by proving it is in their best interest. You can use emotions and logic to sway your audience, targeting things that affect them. <a href=\"https:\/\/blog.aweber.com\/email-marketing\/how-to-find-your-customers-pain-points.htm\">Focus on their pain points<\/a>, and your audience is far more likely to listen.<\/p>\n<p>Headers grab attention and make your content easier to skim. You might think skimming is bad, but it actually helps draw readers into the fine print of your copy.<\/p>\n<p>People only take a few seconds to decide if an email message aligns with their needs. So, use that knowledge to your advantage. Pull out the main benefits of each section with your headers so they will slow down to get the details.<\/p>\n<p>See how we grab your attention immediately with a strong, benefit-driven headline. You don\u2019t need to read the content of the email to understand what this newsletter is about.<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"618\" height=\"973\" alt=\"Benefit driven headline in an AWeber newsletter\" class=\"wp-image-99711\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter.jpg 618w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter-191x300.jpg 191w\" data-lazy-sizes=\"(max-width: 618px) 100vw, 618px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"618\" height=\"973\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter.jpg\" loading=\"lazy\" alt=\"Benefit driven headline in an AWeber newsletter\" class=\"wp-image-99711\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter.jpg 618w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Abandoned-Cart-AWeber-newsletter-191x300.jpg 191w\" sizes=\"auto, (max-width: 618px) 100vw, 618px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-3-keep-paragraphs-short-and-concise\"><strong>Tip 3: Keep paragraphs short and concise<\/strong><\/h3>\n<p>Big blocks of text are out. Short paragraphs and sentences are in.<\/p>\n<p>Keep paragraphs roughly three sentences long at most. People can get overwhelmed with large text blocks and back out without even giving the content a chance. And don\u2019t just write for desktop; blocks of text quickly fill mobile screens because of the smaller format.<\/p>\n<h4 id=\"h-short-and-concise-paragraph-example\">Short and concise paragraph example<\/h4>\n<p>This email from Wistia does a great job breaking out their email content into small paragraphs, making it easy for the reader to digest each section.<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"553\" height=\"902\" alt=\"An email example from Wistia showing one main concept per paragraph\" class=\"wp-image-99712\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph.png 553w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph-184x300.png 184w\" data-lazy-sizes=\"(max-width: 553px) 100vw, 553px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"553\" height=\"902\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph.png\" loading=\"lazy\" alt=\"An email example from Wistia showing one main concept per paragraph\" class=\"wp-image-99712\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph.png 553w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Wistia-one-idea-per-paragraph-184x300.png 184w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-4-one-main-idea-per-paragraph\"><strong>Tip 4: One main idea per paragraph<\/strong><\/h3>\n<p>Don\u2019t present multiple ideas in a paragraph. Typically, you should break the paragraph to start a new idea. That will help keep your paragraphs manageable.<\/p>\n<p>But that doesn\u2019t mean that one idea must be contained in a huge paragraph either. Break bigger ideas into smaller bites for easier reader digestion. You are not writing a research paper, so there is a lot of flexibility in email formatting.<\/p>\n<p>Occasionally, try a stand-alone sentence to snag attention and break up the text.<\/p>\n<h3 id=\"h-tip-5-keep-mobile-in-mind\"><strong>Tip 5: Keep mobile in mind<\/strong><\/h3>\n<p>Mobile accounts for nearly <a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-infographic\/\" target=\"_blank\" rel=\"noreferrer noopener\">half (43%) of all email opens<\/a>. However, if you aren\u2019t formatting your <a href=\"https:\/\/blog.aweber.com\/email-marketing\/the-1-tip-for-writing-mobile-friendly-emails.htm\">emails for mobile<\/a>, readers are not likely to consume your content. Poorly formatted emails will lead to extremely small text, forcing readers to pinch and scroll just to see your content.<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"651\" alt=\"email opens by device graph\" class=\"wp-image-99723\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device.png 672w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device-300x291.png 300w\" data-lazy-sizes=\"(max-width: 672px) 100vw, 672px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"651\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device.png\" loading=\"lazy\" alt=\"email opens by device graph\" class=\"wp-image-99723\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device.png 672w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-Opens-by-Device-300x291.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\"\/><\/noscript><\/figure>\n<p>Mobile formatting means bigger text for easier reading on the small device screen. Naturally, this also means bigger buttons and links for easier clicks as well. <\/p>\n<p>Always use a responsive design email template that is mobile-friendly, or you risk alienating half of your audience.<\/p>\n<h3 id=\"h-tip-6-use-images-to-help-tell-your-story\"><strong>Tip 6: Use images to help tell your story<\/strong><\/h3>\n<p>Images offer visual intrigue. People process images much faster than they read text. Images help keep eyes on the page and provide a little context for your message.<\/p>\n<p>Always make sure your images are compressed so your email loads quickly. Emails that are slow to open aren\u2019t likely to get as much interaction because people will back out.<\/p>\n<h4>Image example:<\/h4>\n<p>This email from Outer uses the perfect image to help enhance their story that life outside is better.<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"612\" height=\"1024\" alt=\"Email sample from outer using an image to help tell content story\" class=\"wp-image-99721\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-612x1024.jpg 612w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-179x300.jpg 179w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer.jpg 676w\" data-lazy-sizes=\"(max-width: 612px) 100vw, 612px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-612x1024.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"612\" height=\"1024\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-612x1024.jpg\" loading=\"lazy\" alt=\"Email sample from outer using an image to help tell content story\" class=\"wp-image-99721\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-612x1024.jpg 612w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer-179x300.jpg 179w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Email-sample-from-outer.jpg 676w\" sizes=\"auto, (max-width: 612px) 100vw, 612px\"\/><\/noscript><\/figure>\n<h2 id=\"h-connect-with-your-writing-style\"><strong>Connect with Your Writing Style<\/strong><\/h2>\n<p>Your writing style should connect to the audience. Hone your writing to be appealing and convincing.<\/p>\n<h3 id=\"h-tip-7-have-a-conversation\"><strong>Tip 7: Have a conversation<\/strong><\/h3>\n<p><a href=\"https:\/\/blog.aweber.com\/learn\/best-practices-for-writing-emails.htm\">Write your email<\/a> like you\u2019re talking to a friend. Emails shouldn\u2019t be indistinguishable from ads. They should feel comfortable and personal.<\/p>\n<p>Start building a relationship with a voice that shows brand personality and encourages trust. The best way to have a conversation is to write copy that keeps the audience\u2019s needs, perspectives and interests in mind.<\/p>\n<p>We already discussed focusing on the audience\u2019s needs (Tip #1), and we will look at the importance of list segmentation below.<\/p>\n<h3 id=\"h-tip-8-show-your-personality\"><strong>Tip 8: Show your personality<\/strong><\/h3>\n<p>In order to let your brand personality shine through, you really need to establish your personality. How is your brand different from the competition? What traits do you want to emphasize through your voice?<\/p>\n<p>When you know your brand\u2019s personality, you can create a voice that remains consistent with the rest of your customer experience.<\/p>\n<p>For example, if you are a trendy company, your voice may be quippy with plenty of clapback. If you are a lighthearted brand that doesn\u2019t take itself too seriously, then your writing may be funny or entertaining. More serious companies might have warm and trustworthy mentor-like voices that stem from years of experience.<\/p>\n<h3 id=\"h-tip-9-write-emails-in-second-person\"><strong>Tip 9: Write emails in second person<\/strong><\/h3>\n<p>Writing your email marketing content in second person makes the reader feel like the owner. This is the \u201cyou\u201d perspective.<\/p>\n<p>Let\u2019s take a look at the other perspectives:<\/p>\n<p>Talking in first person (\u201cI\u2019m excited to announce\u2026\u201d) can come across as too informal. This voice makes the reader wonder who the \u201cI\u201d refers to unless it is sent from a very specific person (like a special message from the CEO).\u00a0<\/p>\n<p>Third person (\u201cCompanyXYZ is excited to announce\u2026\u201d) tends to be overly formal for email. Third person is typically reserved for press releases, news articles, and research papers.<\/p>\n<p>Second person (\u201cThere\u2019s something new for you\u2026\u201d) is best for connecting with your audience in email. The second person voice uses the pronouns \u201cyou\u201d and\u00a0 \u201cyour\u201d. When you use second person pronouns \u201cyou\u201d are speaking directly to \u201cyour\u201d customers.<\/p>\n<h4 id=\"h-second-person-email-content-example\">Second person email content example:<\/h4>\n<p>This Raymour &amp; Flanigan email does a fantastic job of putting the reader into the \u201cstory\u201d with \u201cbedroom of your dreams\u201d and \u201cyour best rest\u201d. They could have talked about \u201cour mattresses\u201d but instead made their readers visualize themselves getting the best nights sleep.<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"527\" height=\"1024\" alt=\"Raymour &amp; Flanigan email example with copy in second person\" class=\"wp-image-99713\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-527x1024.jpg 527w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-154x300.jpg 154w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person.jpg 589w\" data-lazy-sizes=\"(max-width: 527px) 100vw, 527px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-527x1024.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"527\" height=\"1024\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-527x1024.jpg\" loading=\"lazy\" alt=\"Raymour &amp; Flanigan email example with copy in second person\" class=\"wp-image-99713\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-527x1024.jpg 527w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person-154x300.jpg 154w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Raymour-Flanigan-email-example-2nd-person.jpg 589w\" sizes=\"auto, (max-width: 527px) 100vw, 527px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-10-benefits-over-features\"><strong>Tip 10: Benefits over features<\/strong><\/h3>\n<p>Don\u2019t just list what your products or services can do; list <em>why<\/em> your audience should care.<\/p>\n<p>What benefits will your audience experience by following your advice? Keep your message centered around what they will ultimately gain.<\/p>\n<p>Features, like what your products do, are not as important as the advantages gained by using your products. If you are promoting an event, focus on the professional or entertainment value they will experience. If you offer a service, talk about how it alleviates stress or saves them time.<\/p>\n<h4 id=\"h-benefits-over-features-example\">Benefits over features example:<\/h4>\n<p>The Momentist email talks about the end result of their content which is getting better at Instagram Stories.\u00a0<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"1024\" alt=\"The Momentist email talks about the end result of their content which is getting better at Instagram Stories\" class=\"wp-image-99714\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-506x1024.jpg 506w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-148x300.jpg 148w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment.jpg 536w\" data-lazy-sizes=\"(max-width: 506px) 100vw, 506px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-506x1024.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"1024\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-506x1024.jpg\" loading=\"lazy\" alt=\"The Momentist email talks about the end result of their content which is getting better at Instagram Stories\" class=\"wp-image-99714\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-506x1024.jpg 506w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment-148x300.jpg 148w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Benefits-over-features-Moment.jpg 536w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-11-use-actionable-language\"><strong>Tip 11: Use actionable language<\/strong><\/h3>\n<p>When people are pressed for time, they want quick answers. What can your audience do <em>right now<\/em> to improve their lives or workflow in some way?<\/p>\n<p>Actionable language gives them a specific path to follow to achieve a promised benefit (Tip #10).<\/p>\n<p>Always include a main <a href=\"https:\/\/blog.aweber.com\/email-marketing\/8-ways-to-improve-your-call-to-action-copy-to-get-more-subscribers.htm\">CTA (call to action)<\/a> that specifically drives them to take a specific action. The CTA could be something like reading more on a related blog post, checking out a specific product page, reviewing products\/services, returning to an abandoned cart or sharing your content on social media.<\/p>\n<h4 id=\"h-actionable-language-example\">Actionable language example:<\/h4>\n<p>This email from Headspace is a great example of an email using an action-oriented CTA.<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"636\" height=\"750\" alt=\"Actionable email example from Headspace\" class=\"wp-image-99715\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace.png 636w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace-254x300.png 254w\" data-lazy-sizes=\"(max-width: 636px) 100vw, 636px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"636\" height=\"750\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace.png\" loading=\"lazy\" alt=\"Actionable email example from Headspace\" class=\"wp-image-99715\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace.png 636w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Actionable-email-example-from-Headspace-254x300.png 254w\" sizes=\"auto, (max-width: 636px) 100vw, 636px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-12-personalize-your-message\"><strong>Tip 12: Personalize your message<\/strong><\/h3>\n<p>In order to personalize the message and make it meaningful, you have to know your audience.<\/p>\n<p>Take time to <a href=\"https:\/\/blog.aweber.com\/email-marketing\/7-simple-steps-to-get-started-with-segmentation.htm\">segment your email list<\/a> so you can send emails to the people who will find them relevant. Your list can be segmented by anything, including:<\/p>\n<ul>\n<li>Point in the buyer\u2019s journey<\/li>\n<li>Professional title<\/li>\n<li>Industry<\/li>\n<li>Personal interests<\/li>\n<li>Dislikes<\/li>\n<li>Pain points<\/li>\n<li>Site activity<\/li>\n<li>Email open rate<\/li>\n<li>Demographic<\/li>\n<li>Age<\/li>\n<li>Gender<\/li>\n<li>Location<\/li>\n<\/ul>\n<p>Create variations of your message to specifically appeal to different segments so your contacts aren\u2019t getting a one-size-fits-all message.<\/p>\n<h4 id=\"h-email-personalization-example\">Email personalization example:<\/h4>\n<p>This is what a personalized email should look like. Airbnb is using data they have to send their customers a targeted, personalized email right before their scheduled trip to San Francisco.\u00a0<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"1024\" alt=\"Personalized email example from airbnb\" class=\"wp-image-99716\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-392x1024.jpg 392w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-115x300.jpg 115w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb.jpg 441w\" data-lazy-sizes=\"(max-width: 392px) 100vw, 392px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-392x1024.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"1024\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-392x1024.jpg\" loading=\"lazy\" alt=\"Personalized email example from airbnb\" class=\"wp-image-99716\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-392x1024.jpg 392w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb-115x300.jpg 115w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Personalized-email-example-from-airbnb.jpg 441w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-13-align-your-subject-line-and-email-copy\"><strong>Tip 13: Align your subject line and email copy<\/strong><\/h3>\n<p>You want an interesting <a href=\"https:\/\/blog.aweber.com\/email-marketing\/your-guide-to-writing-the-worlds-best-email-subject-lines.htm\" target=\"_blank\" rel=\"noreferrer noopener\">subject line that grabs attention<\/a>, but it has to be followed with matching copy.<\/p>\n<p>Don\u2019t bait-and-switch your audience.<\/p>\n<p>Always match the benefits you are highlighting with your headers to claim made with your intriguing subject line. Then, back up those headers with copy that provides valuable substance.<\/p>\n<h4 id=\"h-subject-line-and-email-copy-that-align-example\">Subject line and email copy that align example:<\/h4>\n<p>This Canva email subject line talks about 75+ million images and content, the email then does a great job aligning the headline and copy.<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"Email example from Canva showing how the subject line and email copy align\" class=\"wp-image-99717\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-768x1024.jpg 768w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-225x300.jpg 225w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-1152x1536.jpg 1152w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example.jpg 1200w\" data-lazy-sizes=\"(max-width: 768px) 100vw, 768px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-768x1024.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-768x1024.jpg\" loading=\"lazy\" alt=\"Email example from Canva showing how the subject line and email copy align\" class=\"wp-image-99717\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-768x1024.jpg 768w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-225x300.jpg 225w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example-1152x1536.jpg 1152w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/Canva-email-and-SL-example.jpg 1200w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\"\/><\/noscript><\/figure>\n<h2 id=\"h-understand-what-works-and-do-more-of-it\"><strong>Understand What Works and Do More of It<\/strong><\/h2>\n<p>Ultimately, the goal is to find a strategy and stick with it. You don\u2019t want to guess on every email. You want to know the trends for success and follow a planned strategy.<\/p>\n<h3 id=\"h-tip-14-test-test-and-test-again\"><strong>Tip 14: Test, test, and test again<\/strong><\/h3>\n<p>You should never assume you know what email marketing content your audience wants or why something isn\u2019t working. Make an educated guess and then test to see if your beliefs prove true!<\/p>\n<p><a href=\"https:\/\/blog.aweber.com\/email-marketing\/email-split-tests-set-up-in-1-minute.htm\">A\/B testing<\/a> is one way you can see how a small change impacts your audience. This requires a very small change, like trying a different button placement or style. You can test your CTAs and header styles to see what provokes the most action from your audience.<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"626\" alt=\"AB Split Test Example - Long email marketing content vs Short Content\" class=\"wp-image-99719\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content.jpg 740w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content-300x254.jpg 300w\" data-lazy-sizes=\"(max-width: 740px) 100vw, 740px\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"626\" src=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content.jpg\" loading=\"lazy\" alt=\"AB Split Test Example - Long email marketing content vs Short Content\" class=\"wp-image-99719\" srcset=\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content.jpg 740w, https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2022\/01\/AB-Split-Test-Example-Long-Content-vs-Short-Content-300x254.jpg 300w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\"\/><\/noscript><\/figure>\n<h3 id=\"h-tip-15-measure-results-and-adjust\"><strong>Tip 15: Measure results and adjust<\/strong><\/h3>\n<p>You should never allow your strategy to become stagnant. The audience will continue to change, and your competition will grow. So, you will need to remain agile.<\/p>\n<p><a href=\"https:\/\/blog.aweber.com\/learn\/email-marketing-metrics-and-kpis.htm\">Measure your results<\/a> to see what\u2019s working and what can be improved. Some of the top metrics include:<\/p>\n<ul>\n<li>Open rates tell you how interesting your subject line was.<\/li>\n<li>Click-through rates show whether or not your message is appealing.<\/li>\n<li>Successfully delivered email rates help you know if your email list is healthy or needs to be thinned.<\/li>\n<li>Unsubscribe rates tell you if people aren\u2019t finding your content valuable.<\/li>\n<li>Social share rates measure how many find your information valuable (include a share button to track).<\/li>\n<\/ul>\n<p>Without measuring your results, you won\u2019t know if you are failing or succeeding in your email marketing strategies. When you know your current status, you will have a benchmark to measure against as you work to improve your email marketing engagement rates.<\/p>\n<h2 id=\"h-start-your-powerful-email-marketing-content-strategy\"><strong>Start Your Powerful Email Marketing Content Strategy<\/strong><\/h2>\n<p>Marketing is crucial for brand outreach. Email marketing provides an intimate opportunity to connect with your audience and spur them to action.<\/p>\n<p>Measure your results and set attainable goals to improve your numbers with a defined email marketing content planning strategy. <\/p>\n<p>Keep adjusting your email marketing approach to improve retention rates and click-throughs. Every email list will experience some natural decay, so put a strategy in place for list growth. Hone your voice and formatting to be as appealing to your audience as possible.<\/p>\n<p>The work you put into researching your audience and testing your marketing theories will pay off. Over time, you will get to know your audience and teach them to expect value from your brand.<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/blog.aweber.com\/learn\/email-marketing-content-tips.htm\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Sean Tinney January 27, 2022 Increase your email clicks with these 15 tips for writing email marketing content. Your audience is probably short on&#8230;<\/p>\n","protected":false},"author":1,"featured_media":7260,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-7259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>15 Tips for Writing Email Marketing Content that Increases Clicks - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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