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You have your subscriber list, you have polished up the layout for your new email, now you need to master content. What you would like to communicate and what action(s) you want the audience to take will prove imperative to your intended 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, the header and the email copy. These should flow complimentary with one another.

Include Meaningful Preview (Preheader) Text
This is included below your subject line in the recipient’s inbox. Use this copy to captivate the reader, driving them to open your email.

Use Clear, Large Calls to Action (CTA)
Make sure the CTA is prominent, powerful, and appears clickable. Standing out to get the subscriber’s attention is the key.

Repeat Your CTA
A brief repeat of the main CTA at the end of your email can drive action and be very effective.

Your Content Should Stay on Target
Be sure not to cram too many different topics into one message. This results in a diluted response. Consider limiting your message to three topics (or less) to concentrate your recipient’s responses. Remember, you can always send a separate or follow-up email to cover additional topics.

Keep Your Copy Short and Concise
Link content sections to a landing page with more information. Take into consideration the limited window of time and space you have to persuade viewers that your email is worthy of their time and attention. The goal here should be to get your message across quickly.

Be Mindful of Your Audience's Preferences
Include an unsubscribe link to allow your recipients to ultimately decide if they want to receive your emails.

Applying these content tips will help drive action and a connection with your subscribers. For more email tips, check out our best practices to Strengthen the Layout of Your Marketing Emails.

Aedieno is a boutique creative agency. To discuss meaningful content creation and why you need to tell a better story, please contact us.

Updated 2024

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