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Email communication – a key part to your content strategy

Writing emails should be a key part of your content strategy. You mustn’t forget to communicate with your ideal customer base across lots of different platforms and mediums.

It is really important that you consider how often you will communicate with your customers/clients via email and it what ways. Are you going to send highly personalised emails or more marketing style ones? Are you going to send a newsletter? And if so, how often.

I won’t go in to the details, but make sure that any email communications you do send comply with GDPR and data protection/data use regulations.

There is lots to think about when composing a good marketing email. Here are my 5 top tips:

1) Catchy email title and preview

We all have inboxes which are full to over-flowing…so you have to work hard to catch people’s attention and to make them want to open your emails.  Therefore, think carefully about the subject title of your email. It should be informative as well eye-catching. I would highly recommend making it an instruction, a question or call to action, if possible. For example, ‘open to discover…’; ‘Don’t miss out on…’  or ‘Have you heard about…?’

Similarly, remember most emails will also show a bit of preview text. This can be written by you when using something like ‘Mailchimp’ or for a standard email it will be the first few lines of your main body of content. So think about what that will be! Again, try to make it enticing and both add and complement your subject title.

2) Consider layout

If you have lots of content to include in an email, such as a newsletter, then consider what will be most important and place this information at the beginning, as well as, potentially at the end. This is because most people will open an email and scroll down to the bottom (scanning through it) and scan back up to the top. This means the items at the beginning and the end are most likely to be noticed.

My advice with longer texts includes three steps:

  • Tell people what you are going to say
  • Say it
  • Tell people what you said.

This advice works well with newsletters. Use an introduction or ‘contents list’ at the start; write up your main features, then finish the newsletter with a summary or a list of important dates, key information or links.

3) Use great headings and images

When considering layout, it is really important to consider the order of items you wish to share in your email and then give them fantastic eye catching and explanatory headings/titles. Again, this is really useful for when people scan through to see if the content of your email is of interest or relevant to them.

Although I love my word…don’t forget to include images too. Whilst they must be relevant, make sure they are the right size and check what they look like on different devices too, to make sure they don’t overwhelm your text. Equally, check their resolution to ensure they don’t take ages to download, as this can be very annoying when you are trying to quickly view and email. Again, I highly recommend using a platform like Mailchimp which makes it easy to insert images and gives advice as to image size and resolution.

4) Give your readers a good reason to open your email

As mentioned, we all get a lot of marketing emails…even since GDPR! So give your addressees a good reason to open your emails and ‘reward’ people who subscribe to your business newsletter or to marketing emails. Include email exclusive discounts and offers. Let them know about new blogs posts or changes to the business, including new products or services, first.

Don’t forget to make your email marketing work hard for you too…use it as a place to promote social media accounts, as well as new items on your website. You will have lots to share, so give readers lots of useful information in your emails and help them to find out as much about your business as they can all from this single source.

5) Keep it short

Emails don’t have to be one-liners, but equally don’t make the content too long. A lot of people will read their emails on their phone and anything over 1000 words can involve a lot of scrolling. It is easy when writing a newsletter or marketing email on a laptop to think it look quite concise, especially if you use a two column layout, for example, but this will not translate to a phone. The fact it reflows is great but it may make it appear incredibly long, so again, make sure you check how your email looks on different types of devices.

If you have lots of information to share on a particular thing or in a particular section of your newsletter, consider offering just a paragraph of introduction and then a ‘Read more’ link. This link can go to a specific landing page, a section on your website or a blog post. In these areas, people will expect to see significantly more text and it also, once again, drives people to your website, which is never a bad thing!

Turning notes in to newsletters

I genuinely get handed just a page of handwritten notes which I can then craft and form into an informative newsletter or an engaging piece of email marketing. If you think I can help, do just let me know.

Get in touch and I can happily send examples too. I love a good newsletter!


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