Content Creation for Email
So, you’ve hit the part of your work week where you’ve scheduled time to create your next email campaign, only to come to the realisation you’re not entirely sure what to include, what will provide value to your audience or how it will create conversions.
Optimising your communication is one of the easiest ways to actually connect with your audience and move them through your customer journey cycle. Every email you send says something about your brand, and it needs to sit in the sweet spot of engaging content that your audience will stick around for. Speak too much about yourself, and your unsubscribe rate will increase. Put together an email on the fly filled with grammar issues and broken links well, you’ll get much the same result, plus your reputation and marketing strategy will start to fail.
The most effective email content is;
Streamlined with an end goal in mind
Relevant to your audience
Visually easy to read
Easily defines what action the reader should take next (CTA)
We will give you the benefit of the doubt, and assume you’ve referenced your marketing calendar to identify the important dates around your business and industry sales… hence the email. Though regardless of what season your business is in, these few areas will guarantee your content is up to scratch.
1. Content should be streamlined with an end goal in mind
Keep your messaging clear and direct. If you have a promotion in market, use the campaign to share the offer and tell your audience how to make the most of it. If you’re sending out a branding email, keep it informative and tell your brand story encouraging your audience to shop your product once they’ve connected with you. A general rule of thumb is 1 key message per email. Do not confuse your audience.
2. Keep it relevant to your audience
Making your content relevant is key in gaining audience attention. Due to how quickly content moves in the digital world we live in, it’s imperative to customise messaging to your audience needs, wants and desires to avoid adding to the noise. Tailor your content directly to them by imagining you are your ideal customer and conduct an audit on messaging using this checklist;
Which part of the content should your audience care about?
Why do they need to care about it?
What do they need to know?
3. Make sure it’s visually easy to read
Visual elements should capture the eye and aid in communicating your message but also be easy to skim read. Include graphics and keep a good image to text ratio. Unless you’ve got something really really important to say, filling your email with bulk text is too much effort for the person reading and will likely end up in the bin.
You may find you need to test a few different layouts before you find what your audience best responds to. Don’t be disheartened. This will take some trial and error to find the sweet spot.
Pro tip: Don’t neglect your branding here. Your colours and visual elements should stand out, don’t introduce your audience to new colours of themes.
4. Defines what action the reader should take next (CTA)
You’ve taken the time to define your message and now you need to tell your audience what to do with it. Without much effort at all, the person reading the email should easily be able to read and react to your strong call to action (CTA). This is what will push to conversions and typically is placed above the folder in the hero image and at the end of your email using words that drive action, something like;
Shop Now
Enquire here
Give us a call
Get involved
Download
Sign in
Keep it simple, clean and concise with messaging and finish off with a strong CTA. If you need help with your next campaign, get in touch today:
📧 contact@justsenditmarketing.com.au | 📱 0432 926 782