Once a subscriber opens your email, you’ve got just a few seconds to grab his or her attention. Stellar content can keep them glued to the screen. To help you connect with your readers, we have seven tips to help bolster your email content.
1. Host a brainstorming session
If you feel like your content is a little drab, host a brainstorming session to help generate some new ideas, says marketer Izabela Socha with Cooking Planit. This company, which is an online site that helps people plan meals, holds bi-weekly brainstorming sessions.
Even if your staff is small, ask everyone – not just marketing – to come to a meeting and toss around ideas. New topic ideas can elevate your writing. And, if you’re a team of one like many small business owners, don’t fret. We’ve got a guide with inspiring ideas and a blog post with even more.
2. Ask for input
Ideas shouldn’t just come from your staff; they should come from your subscribers, too. Send an email asking recipients what kind of email content they want to see. This gives your customers a voice and gives you more content ideas. Check out the example. This particular online retailer is offering an incentive to participate, which is never a bad idea.
3. Less is more
With the right design and images, your email doesn’t need a ton of text. A promotional email, for example, may only need the sale details. Take a look at the example below. Notice there’s very little text, but the reader gets the point instantly.
4. Write teaser content
Write short and snappy content, then direct readers to the meat of your content on a blog or a landing page like the folks at Cooking Planit. Tease your readers. Get them to click on your call-to-action button, and lead them to more content, such as specific recipes in the example below.
5. Focus on the reader
When you’re writing, use the word “you” rather than “we.” By doing so, you’ll focus on the customer. Take a look at the example below. Instead of saying, “We offer the following benefits” it says, “As a registered user you can.” The Home Depot focuses on the customer, not the business.
6. Write with a single goal
As you’re writing, focus your efforts on one goal. Don’t try to cram too many topics into an email. Unless you’re writing a newsletter, the rule of thumb is one topic per email. Keep it simple, like the example below. It’s clear the goal of this email is to introduce recipients to a new pizza.
7. Say it with video
Try adding some video to your next email to mix up your content (you simply include an image of the video and link to where the video is hosted like on YouTube). Whether you record your company’s CEO thanking customers or showing subscribers a new product like the email below does, video is a great way to spice up an email. For a little help creating a video, check out a recent post on this very topic.
