Creating Email Content

One way to boost customer relationship management is by email marketing. Email marketing is a type of acknowledgement-based marketing. It presents one of the highest pay on expenditure in digital commerce. Today we will focus on creating email content.

As one of the earliest digital marketing strategies, email marketing is also the most powerful. This is because the inbox is one of the most meaningful points of interaction on the internet.

Advantages and Disadvantages of Email Marketing

As mentioned, permission-based email marketing, which is one-to-one, offers the highest return on investment. They even allow personalization across a huge database of subscribers. 

It is measurable, along with databases that can easily be segmented. Measurable practices in digital marketing are important because they are key to growth and success. Tracking and analyzing includes the following information:

• the number of emails sent
• unsubscribe
• number of bounces
• pass-on rate
• number of unique emails opened
• clickthrough rates and conversion.

Email marketing is also effective as a digital marketing practice because it can increase the lifetime value of customers. This is a result of fostering relationships with a customer base.

However, many customers are starting to get “email fatigued.” This is because of expanding amount of corporations using email marketing. This digital marketing activity requires wit, focus, and willingness. Additionally, you need to be persistent with your email database in delivering useful emails.

Customers will be quick to mark your email as spam when you make a small mistake. And recovery from being called a spammer can be difficult.

Preparing for Creating Email Content

Before creating email content, the marketer should first plan the company’s goals. Key performance indicators (KPIs) for the campaign may include purchases, content downloads, or requests for further information. The metrics that determine your email marketing success depend on the type of email. Is it promotional or a newsletter?

Once you have your goals, you choose an email service provider then grow your database. You can partner up with email service providers to assist with your management in email marketing. These are also known as ESPs.

When choosing an ESP, consider the following:

• Is it fairly convenient to use, especially if you are managing your campaign on your own?
• Are you able to transfer the contact list?
• Is it self-serviced?
• What about the deliverability?
• Do they show good practices of direct marketing?
• Are data securely stored?
• Is reporting available?

Have a database of your subscribers. These subscribers should give their consent to send them emails. The view for mobile and desktop must also be considered, along with the parts of an email. 

Creating Content

Email content that is timely and relevant to the audience should be made to make the campaign successful. When the content you bring them is valuable and informative, they will be more drawn. Email content should also address the problems of your readers. Take note, however, that it is the reader who determines the content’s value and not the publisher. 

Newsletters can be:

• humorous
• research-based
• informative
• promotional
• exclusive

Be certain and straightforward about the subject of your email as it is a part of your comprehensive brand content approach.

A pre-arranged brand tone guide should be followed by any copy written. Always be consistent so that you can build customer trust and a relationship with your brand.

Part of creating the email content also includes the principles of good writing. Start with the most vital information. Ensure that the vocabulary is readable with relevant formatting. For example, what should be italicized and which ones should be in bullet points?

Two important factors to consider when writing for email marketing, in-email links, and the subject line. With in-email links, you should always consider that the reader will be led away from your message. So don’t put a lot of them, and just focus on the Call to Action, requirement, or a service feature.

As for the subject line, be creative and substantial. Readers conclude whether they want to look at your email or not at the first look. 

Creating Email Content: Parts

As previously mentioned, the parts of the email are vital factors to consider when creating email content. This includes the following:

• sender data
• headline
• Subject header
• header
• customized greeting
• content
• footer
• unsubscribe link

Have a recurring content structure for your email newsletter. Elements may be repeated here. If your newsletter has a lot of content, try using snippets with a link to full articles displayed in your company blog. Long newsletters may be annoying for readers with short attention spans, and they may not be able to finish them. But if your newsletter only has one article, try publishing it in full.  

The great thing about email marketing is how it allows for mass customization despite being one-to-one. You can customize by using your recipient’s name, sending the email version to their device, and even measuring their preferences.

The segmentation of your database is critical to your content. The same is true with the correct frequency and testing the display and deliverability of the email. For instance, you can try dividing your database based on gender and age. If your campaign is political, try targeting your messages to different demographics. This feature will help you differentiate and tweak emails to different target audiences. 

Call to Action

The CTA is another critical aspect of the email content. The email design must always include this CTA so your campaign can be effective and aligned with your goals and KPIs. 

Call to Actions may be hyperlinked or images that have buttons. So make sure that images aren’t blocked by your recipients because the buttons can be blocked too.

Both types of CTAs are effective in producing clickthroughs.

Your email content should not include a lot of CTAs like “make a booking,” or “check availability.” Hyperlinks should also be used for additional links if you use buttons for your main CTA. Try testing them so you know what kind of CTA is suitable for your campaign.

Make your CTA enticing. Craft it well and it will make a large distinction in the achievement of your campaign. Test each one so you know which ones drives the highest clickthroughs and conversion rates.

© Image credits to  Anni Roenkae