Ideas and tips to help write content for your email marketing

So… Let’s be honest. We are all fantastic talking about our business, but maybe not quite as good at turning this into content for our marketing. Creating content is the biggest barrier stopping small businesses getting started with email marketing, but the truth is, it doesn’t have to be so daunting! To help you out, we have created a blog with a lot of tips for creating your email campaigns.

What do I write about?

This is the most common question I get asked, and the answer is always the same – write about the things people ask you about your business and industry. 

What questions do you get asked about your industry? (Trends, updates, advice etc.)

What do potential customers ask you about your business? (How does it work? How can I get started? How long is the contract? etc.)

Make a list of all the things you are asked regarding your business and industry and try and shape your content around them. If your content is answering these key questions you are onto a winner. 

1. Title Headings 

Ensure that your email carries a clear title heading that introduces the purpose of your email. This needs to appeal to your readers and provide them with the interest to read on. 

2. Personalise the email

Make sure every email you send out addresses your contact by their first name. The Astonish Email system allows you to insert your contacts first name into your campaigns, so your email can start something like – Hi/Dear/Howdy <First Name>.

Also make the body of text personal to the recipient by using wording like ‘you’ and ‘your’. The more you can speak directly to the recipient the more you will engage them.

3. Use positive wording

Many successful marketers strongly believe that positive wording has a big effect on the success of marketing content. The use of negative wording can have an adverse affect on your reader, and subconsciously deter them from your message.

Negative – ‘Do not delay offer ends next week’ 

Positive – ‘Hurry offer open until next week’

4. Call to action

Including a clear call to action is essential in turning interest into action. A call to action does not have to be a ‘buy now’; it may be ‘learn more’, or ‘get in touch’. Ensure you are communicating exactly what you would like the reader to do.

Making it easy for your customer to contact you will increase the amount of responses your email campaigns will receive.

5. Always link back to your website

If you have a website, email marketing is one of the best means of gaining more visitors. Make sure you build links to your site in the body of your email allowing your customers to ‘Find out more’ or ‘Contact us now’.

6. Key formatting and layout points

Opening Paragraph: clearly state what the email is all about.

Short paragraphs: Short paragraphs make it easier for contacts to scan the content. Large paragraphs can put contacts off reading your message.

Bullet points: Allow you to be brief and concise with your content.

Images: use images to draw your contacts eyes to key areas of your content.

Stand Out: Use Bold, underline and italic to highlight important parts of your copy.

Use clear fonts: Make sure your font is clearly readable. This is far more important then making your message decorative.

Headings: Use headings to introduce sections of your message.

Try to ensure that you keep to the aim of the message. Offering multiple products and offers can become confusing.

7. Lastly, Keep it legal

Even the best email campaigns will not be appreciated by all, so make sure that you clearly show contacts how they can unsubscribe from your marketing (this process is built into all email for you in Astonish Email). 

Also Companies Act 2006, has clearly defined a set of company information to be included on the foot of every email – Company Name, Registration Number, Place of Registration and Registered Address. So ensure your emails stay within the guidelines and include all this information.