How to Produce Content for Email Marketing


It’s no secret that email marketing is essential for good customer engagement. An email sent directly to a customer inbox is far more likely to be read than a string of tweets sent hopefully out into the void. Customer emails can also be personalised in a way that public posts cannot, and they can be sent specifically to your target market.

Over 59% of marketers consider email marketing to essential to their companies’ campaigns. And in 2019, with the ever-increasing distrust in social media, email marketing is only set to increase in significance. So, if you are a business owner and you have not yet got to grips with email marketing: stop what you are doing. It’s time.

Here are some top tips on how to produce content for email marketing.

  1. Nail that subject line

A clear, snappy subject line will see your emails opened far more often than a dreary or unclear one. If you’re stuck, think about what grabs your attention in your inbox. Try using action words, using your customers’ names, and keeping it short and sweet.

  1. Personalise!

Do you ever get letters or emails addressed “Dear subscriber” or “Dear customer”? How does it make you feel? Are you more or less likely to read on when the email is clearly meant for anyone?

Marketing emails which address customers by name generate a 14% increase in click-through rate. For extra impact, write your emails in the second person. By addressing the reader directly, you can foster an immediate sense of intimacy.

  1. Get to the point

You’re not trying to win a literary prize. You’re not even there to tell jokes. You’ve sent an email to your customers in order to get your message across. Have you released a new product? Are you offering a special discount? Whatever you want to say, say it. Keep it short and to the point. Your customers will appreciate that you don’t waste their time.

In the same vein, make sure your subject line is an accurate reflection of your email. Don’t try and lure people in with one thing then hit them with another. And whatever you do: do not spam! Only reach out when you have a real message.

  1. Be authentic

Just because you’re keeping things brief doesn’t mean you need to lose all personality. Keep things professional, yes, but write how you would usually speak to a customer in person. If your business is a bit more laid back, loosen up a little! And if your business is all about that professional image, keep your emails crisp and clean.

  1. Consider calling in the experts

There’s no way around it: email marketing is nerve-wracking. The stakes are high, and you can’t get away from the feeling of putting yourself out there. If you’re still unsure about where to start, there is a wealth of resources available to help you build unique and effective marketing campaigns. Start with the simple and popular products at

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