Email isn’t just about typing stuff; it’s a tool, a strategy, a direct connection to your audience. And the email content you share should resonate, engage, and ultimately drive meaningful actions. We’ll be digging into the depths of email content to uncover its complexities; we shall also explore how it can positively impact your email marketing goals when used correctly.
If you’re looking for a no-nonsense guide to email content and its pivotal role in effective communication, this is it.
Table of Contents
- What is Email Content?
- Why Your Email Content Matters
- Rules for Writing Great Email Content
- Focus on the Visual: Design is Content Too
- Email Content: Strategy
- Types of Email Content
- Your Subject Line: Make a Great First Impression
- Welcome Emails: Set the Tone for Future Email Content
- Personalized Emails: Custom Content for Subscribers
- Popular Email Content: Offers and Discounts
- Customer Testimonials: Social Proof Drives Trust
- Newsletters: Email Content for Loyal Subscribers
- Use Content to Build Trust: Transactional Emails
- Holiday Emails: Content That Connects
- Email Content: Examples
- Email Content: Additional Tips
- Campaign Refinery: Ensuring Your Email Content Reaches Readers
What is Email Content?
Email content refers to the information and messages conveyed through email communication. There are various types of emails, each serving different purposes, but the main types are personal, work, and marketing emails.
Personal emails are informal emails exchanged between friends, family, or acquaintances for personal communication. These are for sharing updates, planning personal gatherings or celebrations, and maintaining connections. There aren’t any strict rules for email in personal emails.
Work emails are for communication between colleagues, clients, vendors, etc., and are used to discuss work-related issues, send inquiries, share updates, and for other general business-related information. While there aren’t rules for work emails, it’s a good idea to follow email etiquette, for clear communication.
In the context of email marketing, email content is a lot more structured. It consists of the specific elements and information included in an email campaign designed to promote a product, service, event, or brand.
The goal of email marketing is often to engage recipients, build relationships, and encourage certain actions, such as making a purchase or signing up for a newsletter — and that’s why it’s critical to plan your email content and use strategy.
But first, let’s study how the content of a marketing email comes together.
Email Content in Email Marketing
Here are the elements that form a typical marketing email:
- Subject line: A compelling and concise subject line is crucial for getting recipients to open the email. It should be attention-grabbing and relevant to the content inside.
- Preheader text: This is the snippet of text that appears next to or below the subject line in certain email clients. It provides additional context and can encourage recipients to open the email.
- Email body content: This is the main part of the email where the marketing message is present. It can include text, images, product details, promotions, and other relevant information.
- Call To Action (CTA): Encourage recipients to take a specific action, such as clicking a link, making a purchase, or signing up for an event. The CTA should be clear, compelling, and prominently displayed.
- Design: Visual elements, such as images, videos, or GIFs, can enhance the overall appeal of the email and help convey the message more effectively.
- Footer: The bottom of the email typically includes important details like contact information, social media links, and an option to unsubscribe. It may also include legal requirements, like the physical address.
As you craft each of these elements, it’s important to understand the target audience and optimize them for engagement and conversions. A/B testing and studying your campaign performance metrics will help you refine and improve your email content over time.
Why Your Email Content Matters
If you have been using cookie-cutter content to communicate with your subscribers, here’s why that needs to change ASAP.
The content of your email is what captures the attention of your recipients and encourages them to engage with your message. An engaging and well-crafted email content is more likely to be read, leading to higher open and click-through rates.
The ultimate goal of many email marketing campaigns is to drive a specific action or conversion, such as making a purchase, signing up for an event, or downloading content. The content of your email plays a crucial role in persuading recipients to take the desired action. To achieve this, you must deliver content that is relevant and valuable to your audience. Understanding your target audience and tailoring your content to their needs, interests, and preferences increases the likelihood of positive responses.
There’s an added benefit to sending great content — you see your deliverability rates improve significantly. This is because when you send quality content, your readers engage with your emails more, the number of unsubscribes and spam reports drops, and mailbox providers make a note of your strong sender reputation. And when it’s finally time to send those conversion emails, they go straight to the inbox!
Email content shapes the recipient’s experience, influences their actions, and contributes to the overall effectiveness of your email marketing strategy. As such, investing time and effort into creating compelling, relevant, and well-designed email content can yield significant returns in terms of brand reputation and conversions.
Ensuring Your Content Reaches the Inbox
You may have understood the importance of great content, but how do you make sure your readers see it every time? Email veterans who have been in the industry for decades know how it’s done, and it involves email best practices that help you build an excellent reputation with mailbox providers.
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Rules for Writing Great Email Content
If you don’t know where to begin planning your email content, there’s no need to fret.
We have a list of questions and answering them will get you well on your way to visualizing your end goal:
|Who is my target audience?
|Define the characteristics of your audience, such as demographics, interests, and behaviors.
|What are my marketing goals?
|Clearly outline your objectives — whether it’s increasing sales, driving website traffic, or building brand awareness, your content should align with these goals.
|What is the purpose of this email?
|This question applies to each email you send. Whether it’s promoting a new product, announcing an event, or nurturing leads, a clear purpose guides content creation.
|What value am I providing?
|Define the value proposition for your audience. What benefits or solutions are you offering?
|What type of content aligns with my brand?
|Ensure your content aligns with your brand voice, style, and values. Study your competitors for inspiration.
|How can I personalize emails?
|Explore opportunities for personalization. Implement mechanisms to collect data on your leads.
|How should I measure success?
|Define key performance indicators (KPIs) for your email campaign. Having measurable goals helps assess success.
Once you answer these questions, it’s now time to create the guidelines for the language you will use in all your emails — this language reflects your brand identity.
Creating Your Brand Identity
Creating a strong brand language for your email marketing strategy is essential for building brand identity and creating a consistent experience for your email recipients.
Here are the steps to establish an effective brand identity:
- Identify your target audience and understand their preferences, values, and communication style.
- Determine the personality traits that represent your brand (friendly/professional/futuristic).
- Create your brand language to resonate with your audience and address their needs.
- Ensure your brand language aligns with these traits consistently across all communications. Put quality-check systems in place to verify the use of brand language before every email campaign.
- Use the same language on your website, social media, and other marketing materials to reinforce your brand identity.
- Develop a comprehensive style guide that includes guidelines for tone, vocabulary, grammar, and formatting.
- Combine your brand language with visuals that reinforce your brand identity. Maintain consistency in design elements, colors, and fonts to create a cohesive brand experience.
- Use authentic and genuine language that reflects your brand’s values.
- Avoid jargon or language that may come across as insincere or overly promotional.
- Incorporate your brand story into email content to create a more engaging and memorable experience.
- Tailor your language based on the goals of each email campaign (for example: promotional, informational, educational).
Remember, the key is to create a brand language that communicates your message effectively and also builds a relationship with your audience over time. Regularly review and update your brand language guidelines to stay relevant and responsive to changes in your market and audience expectations.
Do you know what else is important for brand identity and recognition? Your design language.
Focus on the Visual: Design is Content Too
There’s no doubt that excellent copy is what separates your emails from the competition — but nailing the visual aesthetic of your messages has its benefits, too. Your use of colors, images, and layout must remain consistent, as we discussed in the branding section above.
When used correctly, good design can enhance your email in many ways. And good design is more than just using images cleverly. For example, your use of fonts — type, size, color, and spacing — can help your readers focus better.
When handled with skill, your email design can enhance user experiences, influence behavior, and achieve specific goals.
Here are a few of the more popular reasons to take the design elements in emails more seriously:
- Visual perception: Great design can grab the attention of the reader and convince them to go through your email — this is great for your engagement rates. Use visual hierarchy, contrast, and other techniques to guide users’ attention to key elements or information.
- Control cognitive load: By using design intelligently, you can ensure the amount of information presented to your readers does not overwhelm their cognitive capacities. You can simplify complex information, organize content logically, and use visual cues to enhance your message.
- Emotional design: Emotions can play a significant role in subscribers’ experiences. You can create emotional connections with users through the use of color, imagery, and overall aesthetics.
- Behavioral psychology: You often leverage principles from behavioral psychology to encourage specific actions or behaviors through your design language. This includes using persuasive design techniques, creating effective CTAs, and implementing feedback mechanisms to reinforce desired behaviors.
Remember to use A/B testing to see which design methods are most popular with your subscriber base. You can use this information to improve designs over time, aligning them more closely with your campaign goals.
Email Content: Strategy
It’s pointless to bombard your email list with information about your business — you need a strategy in place to avoid overwhelming your readers. But before you implement a strategy, the first step is: segmentation.
Imagine walking into a bookstore, and instead of finding a well-organized collection tailored to your interests, all the books are piled together. That chaotic experience is what a recipient experiences when you send emails without segmenting your list first. As the “librarian” in this situation, it is your duty to understand what matters most to your customers and create a system to ensure they only experience relevant content.
Segmentation involves categorizing your audience based on shared characteristics, like interests, location, or purchase history. This allows you to send targeted messages to specific groups. It’s like acknowledging that readers who enjoy mystery novels might not be as interested in romance.
Now, why is this crucial? If your emails are generic, they might get lost in the inbox. In a realistic scenario, your recipient will immediately unsubscribe or mark the email as spam, if it is irrelevant. Segmentation ensures your message reaches the right people who are more likely to engage with it.
It’s about making your subscribers feel seen and valued. When they receive an email that speaks directly to their needs or interests, it’s like having a meaningful conversation instead of being part of a mass announcement.
These practices not only boost engagement but also help build long-term relationships. Segmenting your audience shows your audience you understand them. With your segmentation rules in place, it’s now time for the fun part — content strategy.
Putting Together Your Content Strategy
Creating a successful email content strategy is critical for clear communication. Email users are quickly distracted or annoyed — that is why each email you send must be a hit. We assume you’ve already segmented your list by now and know your audience well, which means it’s time to define your goals.
Clearly outline the objectives you want to achieve through your email marketing. Whether it’s driving sales, increasing brand awareness, or nurturing leads, having specific goals will guide your content strategy.
It’s now time to build your email content strategy — so follow these steps:
- Choose email types: Select the types of emails that match your goals and audience. This may include newsletters, promotional emails, educational content, event invitations, etc. Variety keeps your content fresh and interesting. We will shortly do a deep dive into the best email types.
- Create captivating subject lines: Write subject lines that are attention-grabbing, relevant, and enticing. A compelling subject line increases the chances of recipients opening your emails.
- Personalization: Personalize your emails based on subscriber data. Use recipients’ names, recommend products based on their preferences, add dynamic content, and tailor content to their past interactions with your brand.
- Follow a calendar: Create an email schedule for the month, outlining the timing and frequency of your emails. Plan your campaigns around key events, holidays, or product launches. Consistency is key to maintaining audience engagement!
- Balance marketing with value: While promotional emails are essential, provide value to your audience by sharing educational content, tips, or industry information. Aim for a balance that keeps subscribers engaged without overwhelming them with sales pitches.
- Clear CTAs: Every email should have a clear and compelling CTA. Whether it’s making a purchase, downloading content, or visiting your website, guide recipients on what action to take next.
- Analyze performance: Use your ESP’s analytical tools to track the performance of your email campaigns. Track your open rates, click-through rates, and conversion rates to understand what resonates with your audience. Use this data to make critical decisions and refine your approach.
By following these steps and consistently refining your approach based on data and feedback, you can develop a robust email content strategy that effectively engages your audience and drives desired actions.
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Next, let’s look at the different kinds of emails you should send.
Types of Email Content
There are various types of email content you can send in email marketing, depending on your goals, target audience, and the nature of your business.
Here is a list of the most common types of email content:
- Welcome emails,
- Promotional emails,
- Transactional emails (this includes shipping and delivery updates),
- Product or feature guides,
- Company updates,
- Curated content (to share relevant articles, blog posts, or industry news),
- Abandoned Cart emails,
- Feedback requests,
- Product/service/company review requests,
- Event invites (Webinars, workshops, sales at their local outlet),
- Product launches,
- Personalized content,
- Holiday greetings,
- Re-engagement emails.
We will expand on the most important types of content as there are strategies and best practices you can apply for each of them. But before we do that, there’s a bonus tip we’d like to share first: write killer subject lines.
Your Subject Line: Make a Great First Impression
Subject lines are the gateway to your email content. Think of the subject line as a virtual handshake that either entices recipients to open your email or send it to the trash. Your subject line is the biggest reason your recipient will open your email, which means you MUST get it right.
Let’s look at all the reasons why you should be paying attention to crafting great subject lines:
- The subject line is often the first thing recipients see in their inbox. A compelling and well-crafted subject line grabs attention and sets a positive tone for the entire email.
- No matter how awesome your email content is, it won’t matter if people don’t open the email. An effective subject line entices recipients to open and explore what you have to offer.
- A well-written subject line can pique curiosity, create excitement, pose a question, or encourage recipients to engage with your email.
- A strong subject line clearly communicates the value or benefit recipients will gain by opening the email. Whether it’s a special offer, important information, or exclusive content, the subject line should convey what’s in it for them.
- In crowded inboxes, a good subject line differentiates your message from others and increases the chances recipients will open your email over others.
- Well-crafted subject lines can significantly boost open rates.
- A good subject line sets clear expectations about the content of the email. This transparency builds trust with your audience and ensures they get what they were promised when they open the email.
You should constantly A/B test your subject lines to optimize them. By experimenting with different variations, you can identify what resonates best with your audience and continually improve your lines.
Subject Lines: Examples
If your creative juices aren’t flowing yet, here are a few examples you can use to find inspiration.
Use these subject lines and customize them for your business:
|Unlock 20% Off Your Next Purchase
|This subject line communicates a clear and enticing benefit (“20% off”) and creates a sense of urgency. Using the word “Unlock” motivates recipients to open your email.
|Last Chance: Don’t Miss Out on Limited Stock
|Incorporating urgency with “Last Chance” and “Limited Stock” creates a fear of missing out, compelling recipients to respond before the opportunity disappears.
|5 Tips to Get the Most Out of Apollo
|This is an example of an imaginary product/service — Apollo. The subject line clearly states the benefit and attracts those seeking actionable tips and information.
|We Miss You! Here’s a Special Welcome Back
|Adding a personal touch, this subject line addresses potential disengagement (“We Miss You”) and offers a welcoming incentive, encouraging lapsed subscribers to re-engage.
|Guess What’s Inside? Unwrap Your Surprise
|By creating a sense of mystery and excitement with “Guess What’s Inside” and “Unwrap Your Surprise,” this subject line sparks curiosity and invites recipients to discover the surprise.
|Flash Sale Alert: 24 Hours Only
|The term “Flash Sale” implies a limited-time offer, and “24 Hours Only” adds urgency. This subject line effectively communicates a time-sensitive deal, prompting quick action from recipients.
|Jason! We Want To Hear Your Thoughts
|Acknowledging Jason’s (hypothetical subscriber) importance with “We Want To Hear Your Thoughts” and inviting them to participate in a survey shows you value their feedback, encouraging engagement.
|New Arrivals: Discover the Latest Trends
|For businesses with regular updates, using “New Arrivals” entices fashion-conscious recipients, and “Discover the Latest Trends” communicates the promise of fresh and trendy products.
Great subject lines can lead to successful email marketing. They entice recipients, communicate value, and significantly impact open rates. As the first point of contact with your audience, investing time and creativity in crafting clever subject lines is worth it in the long run.
With this pro tip out of the way, let’s explore the most popular types of email content you should be emailing your subscribers.
Welcome Emails: Set the Tone for Future Email Content
Think of a welcome email as the first time you say hello to a new subscriber, engage in small talk, and have a conversation where both parties confirm they are interested in getting to know each other. The welcome email isn’t just for talking about your business — you should also use this opportunity to inform the subscriber that they can set preferences for future communications.
There are additional benefits — let’s look at a few of them:
- First impressions: Crafting a well-designed and engaging welcome email allows you to make a positive and memorable first impression.
- They help confirm data: Welcome emails also serve to confirm the accuracy of the subscriber’s email address. If there are any issues with the subscription or if the email address was entered incorrectly, the welcome email can help identify and rectify these issues early on.
- Introduce your brand: Welcome emails offer an opportunity to introduce your business, its values, and what subscribers can expect from being part of your customer base.
- Set expectations: Clearly communicate what type of content subscribers will receive, how often they can expect to hear from you, and the value they will gain from being on your email list. This can reduce the likelihood of unsubscribes.
- Individualized experience: Personalizing welcome emails by addressing subscribers by their names and incorporating other relevant details creates a bespoke experience.
- Drive traffic to your website: Welcome emails can include a CTA that encourages subscribers to take the next step, such as exploring your website, making a purchase, or following you on social media. Use persuasive content to direct readers toward a specific landing page.
- Reduce unsubscribes: Sending a welcome email promptly after someone subscribes helps keep your brand top of mind. This can reduce the likelihood of subscribers forgetting about their subscription or losing interest before receiving any content.
In conclusion, welcome emails play a pivotal role in establishing a positive relationship with new subscribers. They go beyond mere confirmation and serve as a powerful tool to engage, educate, and convert new contacts into loyal customers or followers.
Personalized Emails: Custom Content for Subscribers
Personalized emails are a smart way of customizing your email content for every recipient. Personalization involves using any behavioral data you have on your customer (for example, browsing habits, a recent signup, or an abandoned cart) to tailor a pitch to persuade them to take a desired action.
Here’s why personalized emails are important:
- Personalized emails are more relevant to individual recipients. By considering their preferences, purchase history, or browsing behavior, you can deliver content that aligns with their interests, increasing the likelihood of engagement.
- Personalized emails often lead to higher open and click-through rates. When recipients see timely content that is specifically tailored to their needs, they are more likely to take the desired actions, which translates into a boost in engagement rates (and conversions) for you.
- Personalization shows your recipients you understand their preferences and are willing to cater to their individual needs, fostering a sense of loyalty and trust.
- Personalized emails can be triggered by specific behaviors or actions taken by the recipient, which lets you pitch to your reader within a critical time window. For example, sending a follow-up email based on a recent purchase or a reminder about abandoned cart items has a high chance of converting to a sale.
- When customers feel you customized your communications for them, they are more likely to be satisfied with their overall experience.
- If you invest in personalization, you gain a competitive advantage over your competitors who don’t use it.
Note that ESPs often prioritize personalized and relevant content, recognizing it as valuable to recipients. This can positively impact your email deliverability, ensuring your messages land in the inbox rather than the spam folder. All of these reasons make personalized emails a great addition to your content strategy.
Popular Email Content: Offers and Discounts
Don’t we all love discounts on our favorite products? Sending offers and discounts as part of your email marketing efforts can be a highly effective strategy for several reasons. Firstly, it creates a sense of exclusivity and urgency among your subscribers, encouraging them to take immediate action.
Offers and discounts also motivate recipients to engage with your emails, click through to your website, and make a purchase. These promotions can attract new customers and retain existing ones, fostering a positive relationship with your audience. By leveraging email to communicate special deals, you not only drive sales but also strengthen brand loyalty as customers appreciate the added value.
You can even try to incorporate personalized offers based on customer preferences or previous interactions to enhance the relevance of your campaigns, making recipients feel more connected to your brand.
Overall, sending offers and discounts is great for engagement, it stimulates sales and also contributes to building a happy customer base. It’s the kind of email content your subscribers love receiving!
Customer Testimonials: Social Proof Drives Trust
The biggest reason to include customer testimonials in your email content is because it validates your customer’s intention to do business with you. New customers often perceive a level of risk when trying out a new product or service — customer testimonials help mitigate this risk by demonstrating that others have had positive experiences, making it more likely that new customers will take the plunge.
Testimonials act as a form of word-of-mouth marketing. Positive experiences shared by existing customers can influence potential customers more effectively than marketing messages directly from the business. When you make claims about the benefits or quality of your products or services, customer testimonials serve as evidence that these claims are valid. They offer tangible examples of how your offerings have positively impacted others.
Besides these benefits, there are other advantages:
- Testimonials humanize your brand as potential customers would love hearing about an existing customer’s experiences using your services.
- Testimonials are more than product reviews; they indicate that customers have done business with you for a long duration, validating your professionalism.
- Sharing testimonials with your prospects can differentiate your business from your competitors who do not do the same.
- Asking for testimonials from current customers can also give you critical feedback, which you can use to improve your offerings.
Note that you can include testimonials as content in all types of emails — to use them effectively, you will need to understand the psychology of your customer well.
Take, for example, this amazing customer testimonial written by Cale Owen of Gym Launch for Campaign Refinery:
“We struggled for years to make email work for our sales team. Campaign Refinery powered our email from $0 to $3.6m in the first 12 months.”
Or this one by Nick Jordan of Workello, where he highlights our analytics and user interface:
“The dashboard and interface are absolutely beautiful and my open rates are soooo high. Campaign Refinery has changed email for us.”
Impactful? Most definitely!
Newsletters: Email Content for Loyal Subscribers
Newsletters have been around forever, and are usually the first thing that comes to mind when you think of email content. Think of a newsletter as an email you send to your friend, sharing your latest adventures — except you’re a business sharing your happy stories with a loyal subscriber list.
Here are the top 6 reasons why you need to send newsletters to your subscribers:
- Newsletters provide a consistent way to communicate with your audience. By sending regular newsletters, you stay on your subscribers’ radar, keeping them engaged and informed about your brand.
- These emails can help build and maintain relationships with your audience. They allow you to share valuable content, updates, and insights, fostering a sense of connection and trust over time.
- Through newsletters, you can share industry insights, tips, and relevant content that showcase your expertise. This positions your brand as an authority in your field, earning the trust and respect of your audience.
- Including links to your website, blog posts, or other online content in newsletters can drive traffic. This not only increases the visibility of your content but also provides opportunities for conversions and engagement on your site.
- You can use newsletters to announce and promote new products, services, or features. This direct communication ensures your audience is among the first to know about exciting developments in your business. You can also share educational content!
- Subscribers to newsletters have willingly opted in to receive updates from your brand. This opt-in nature means they are more likely to engage with and appreciate the content you send, leading to higher engagement rates.
Including newsletters is the most cost-effective method of keeping a large audience up to date with your business, making it an efficient strategy for businesses of all sizes.
Use Content to Build Trust: Transactional Emails
Transactional emails are automated messages sent to individuals as a response to a specific action or transaction. These emails are typically triggered by user interactions with a website, application, or service. Transactional emails are important for providing users with timely and relevant information, building trust, and enhancing the overall customer experience.
They are often expected and appreciated by users as they deliver essential details related to their interactions with a business or service.
Here are common types of transactional emails:
|Type of transactional email
|These emails confirm the details of the order, including items purchased, prices, and delivery information.
|Shipping and delivery notifications
|These emails provide updates on the status and location of a customer’s order as it moves through the shipping and delivery process.
|Account registration emails
|Sent once a user creates a new account on a website or platform; these emails confirm the successful creation of the account and include account details or verification links.
|Sent to confirm a user’s subscription to a newsletter, service, or mailing list. This ensures users willingly opted in to receive communications.
|Sent after a payment is successfully processed, these emails confirm the transaction details, including the amount paid, the date, and any relevant reference numbers.
Besides the above, here are additional types of transactional emails:
- Password reset emails,
- Appointment or reservation confirmations,
- Account statements and updates,
- Membership renewal reminders,
- Updates about rewards points.
Transactional emails are primarily functional and provide information related to a user’s specific transaction or activity. These emails build trust with your subscribers and provide timely updates, which makes these emails a critical part of your content strategy.
Holiday Emails: Content That Connects
Holiday-themed emails should absolutely be a key component of your email content strategy for a couple of compelling reasons.
Firstly, holidays create a unique and emotionally charged atmosphere, making it an ideal time to connect with your audience on a personal level. By sending holiday-themed emails, you can tap into the festive spirit and show the human side of your brand, fostering a sense of warmth and goodwill among your subscribers.
Secondly, holidays provide fantastic opportunities for promotions, special offers, and exclusive deals — recipients expect them, too! People are actively looking to make purchases and find thoughtful gifts during these times, so your email campaigns can be strategic in driving sales and engagement. Whether it’s a limited-time discount, a festive product launch, or a holiday-themed event, these emails can create a sense of urgency and excitement, prompting subscribers to take action.
Holiday emails also allow you to express gratitude and appreciation for your customers. Sending personalized greetings, expressing thanks for their support throughout the year, or even sharing a holiday-themed message can strengthen the bond between your brand and your audience.
Holiday emails are not just about marketing; they’re about building connections, spreading cheer, and adding a touch of delight to your subscribers’ inboxes. They offer a chance to showcase the personality of your brand during a time when people are actively engaged and ready to celebrate.
So, incorporating holiday emails into your strategy is not just good for business — it’s a fantastic way to connect with your audience on a more personal level.
Next up, let’s browse through examples of great email content.
Email Content: Examples
For this section, we picked examples of emails with great copy, visual design, personalization, and discounts — plus we just had to include a great welcome email!
We loved this email primarily for its graphic design, which is minimalist and simple, complimenting the language perfectly. The email is simple, makes no requests, offers a discount code, gives convenient links, and gives company information and history in a simple manner.
This email is tongue-in-cheek and starts off with a strange subject line (Our copywriter had a baby), inviting curious readers to open the email. The email then delves into the products, without losing the humorous tone of the email, and then wraps up by ending the email on a positive note. Observe the use of links so recipients can click through!
Use of graphics
This email from GasBuddy opens with a cute gif and immediately gets into interesting statistics. The design is attention-grabbing and slowly tapers off toward the end — exactly where the CTA button is.
We loved this email because it addresses the recipient by their given name (Smiles Davis), includes information about their past activities, uses persuasive language to convince the user to get back to using Salesforce, and includes links. Simple and to the point.
This email from Skillshare hits the nail on the head. The subject line gets right down to business by mentioning the 50% discount, and the email body makes it clear that this is the best deal of the year. The body of the email simplifies the decision for the recipient by offering a “Get 50% Off” button. Perfect!
Email Content: Additional Tips
Email content can take time to figure out — continue to test different types of content to see what works.
Here are a few points to keep in mind as you figure it out:
- Use incentives. People love freebies like white papers, videos, guides, curated content, etc.
- Get your email security in place. A link that sets off antivirus/browser warnings can lead to recipients quickly abandoning your emails and it can also catch the attention of mailbox providers. Use TLS!
- Implement security protocols like SPF, DKIM, DMARC, and BIMI on your domain for added brownie points from mailbox providers!
- Collect feedback from your subscribers regularly.
- Don’t send too many emails. People want to hear from you, just not that often.
- Give control to your recipient — set up a preference center where they can adjust the volume and type of emails they receive.
- Be careful with humor. What’s hilarious to you can be extremely offensive to others.
Remember, your customers can tell genuine email senders from insincere ones. As long as you aim to offer value, you will have a healthy and happy email list!
Campaign Refinery: Ensuring Your Email Content Reaches Readers
Do you know what the most important thing for your email content is? That they land in the inbox.
And for this, you need rock-solid + consistent deliverability.
ESPs give you numerous tools and bells and whistles, but how many of them deliver the kind of inboxing rates you want? If you want your content to reach your subscribers consistently — Campaign Refinery is the platform you’re looking for.
Our deliverability rates are dominating the email industry right now because our clients are seeing engagement rates like no one else is. We’ve fine-tuned our system to ensure our emails go straight to the inbox. We’re especially proud of our gamification feature; we’ve observed an open rate of 76.37% and a click rate of 72.76% on emails that used this feature!
Besides this, we also created a stellar analytics dashboard, so our clients can see how their content is performing precisely. And if you care deeply about timely emails — our automation controls help create the most flexible and surgically precise campaigns.
If you want to experience what elite email performance feels like, apply to be a Campaign Refinery customer today!