Writing high-quality email content can be a complex task. To help you ensure your copy ticks all the boxes, our content marketing specialists suggest the following tips:
Always keep your target audience’s behaviour and needs in mind – after all, people will engage most with the type of content they enjoy or are seeking. Before beginning the writing process, take a deep dive into your segment and get to grips with your subject, content, and style. Post-sending, take the data gathered (including open and click-through rates) into consideration when optimising or developing a new campaign.
Use clear, concise language. Most audiences will best digest content written for the reading level of a 12-year-old. Keep sentences on the shorter side where possible, and avoid complex terms unless relevant to your business or customer base.
Ensure some aspects of the email are personalised – email automation programmes can work to implement this through segmentation.