GET RESULTS WITH PURPOSEFUL EMAIL CONTENT
You have your subscriber list, your layout is polished, and now it’s time to master the content. What you communicate and the actions you want your audience to take will determine your results.
The right email copy can drive results and make purposeful connections. Here are some best practices:
Your Content Should Tell a Story
The most effective emails weave a compelling and cohesive story between the subject line, header, and body copy. These elements should flow seamlessly and guide readers toward your CTA. Consider using dynamic content blocks to personalize storytelling for different audience segments.
Include Meaningful Preview (Preheader) Text
This snippet appears below your subject line in inboxes. Use it to captivate readers and entice them to open your email. Tip: keep it concise and mobile-optimized, since most opens occur on mobile devices.
Use Clear, Large Calls to Action (CTA)
Make sure your CTA is prominent, actionable, and easy to click. Buttons that stand out visually and include precise action words continue to outperform generic CTAs.
Repeat Your CTA Strategically
Including a brief repetition of the main CTA at the end of your email can reinforce the message and increase the likelihood of action.
Your Content Should Stay on Target
Avoid cramming too many topics into one message as it dilutes impact. Focus on two to three topics per email and use follow-up emails to cover additional points. Consider behavior-triggered emails to send timely, relevant content based on subscriber actions.
Keep Copy Concise and Engaging
Link content sections to landing pages for more information. Focus on quick, persuasive copy that communicates value and encourages action.
Respect Audience Preferences
Include an unsubscribe link and consider preference centers where subscribers can choose topics, frequency, or format. Respecting preferences builds trust and long-term engagement.
Use Interactive and Personalized Trends
Interactive elements, such as collapsible sections, embedded polls, or GIFs, along with personalized content based on behavioral or demographic data, are highly effective. They increase engagement and make emails feel tailored to each recipient.
Applying these content tips will help drive action and build meaningful connections with your subscribers. For more guidance on using data to optimize creative, check out our blog: Turn Data into Winning Creative.
At Aedieno, we help brands craft purposeful email content that drives results and tells a compelling story. Contact us to elevate your next campaign and connect with your audience.
