How to Craft Engaging Content For Your Email Marketing Strategy

How to Craft Engaging Content For Your Email Marketing Strategy

Anuja Lath 07/06/2021
How to Craft Engaging Content for your Email Marketing Strategy

There’s nothing that beats an effective email marketing strategy fueled by engaging content.


Today, email users are used to getting their inboxes flooded by several emails. So, what’s different in your email that’ll make them open it?  

Be it the subject line, the follow-up content, or the images used – all play a critical role in deciding your email’s fate once it reaches the end-user. It’s crucial that your emails get clicked, opened, and read. Interactive email content makes your email efforts stand out from the rest, and that’s what we’ll explore in this blog.

Here are five effective tips that’ll help you craft engaging content for your emails:

1. Choice of Words is Critical

Writing, be it for an email or for anything else is all about playing with the words. You need to understand your target audience to know which words can drive the conversation forward depending on their demographics. For example, you shouldn’t use too much technical jargon for a fairly young audience while the same is essential for crafting a professional B2B email.

One of the benefits of email marketing is the freedom it provides. You’re free to try out various options and get feedback from your subscribers on the same. This way, you can make an educated decision on what’s better for your brand’s email marketing strategy by filtering the irrelevant content from your emails.

2. Personalize your Email’s Content

Today, an email isn’t just an electronically delivered message that provides a piece of information. It’s a platform where you can interact with your consumers, ask for reviews, notify them about your upcoming products, and much more. However, it’s imperative to personalize your emails to fetch the desired results. 

Ensure that you address your audience by their name, and the same should also reflect in your email's subject line. Follow-up emails, welcome emails, etc., are a few types of email marketing strategies that perform as per expectation only when the emails are personalized. You can follow a segmentation approach to craft a personalized email marketing strategy based on your audience’s age, preferences, gender, and more.  

3. Maintain Branding Consistency

Emails, or the internet in general, have made it possible to overcome various geographical barriers and get in touch with people separated by a country mile. But, only interaction and engagement won’t get you the sales and conversions that you’re after. You’ll need to win your consumers’ trust for it, and the best way to accomplish the same is by maintaining branding consistency.

Pay special attention to your brand’s color, logo, and typeface. Ensure that all of them follow your defined branding formula and there aren’t any deviations in the emails you’re sending to your subscribers. Use CTA-oriented emails to convert the users into your customers once they trust your brand.

4. Don’t Waste People’s Time

Email copywriting is all about hitting the reader hard and fast. A passive or dull tonality won’t do your email marketing strategy any good as it would never grab the reader’s attention. Moreover, be direct and talk to the point when addressing your consumers to keep the bounce rate in check.

You don’t need to share all the information when you’re crafting an engaging email copy. It should only have the juiciest piece of information that’ll excite the reader to know more about it. Use infographics, bullet points, and punchy paragraphs to highlight your content and bring directness to the email tonality.

5. Offer Rewards and Giveaways

Providing exclusive offers to your subscribers is a fantastic way of mixing up your email marketing strategy. You don’t want to bore your readers, and by making them participate in a giveaway contest, you can keep them engaged with your brand. You can ask them to promote your brand on various social channels to become a legitimate contestant, and this will boost your brand awareness campaign too.

Rewarding your subscribers with freebies, your brand’s merchandise, free subscription, or e-book are all effective ways to retain your consumers over time. You don’t need to go overboard with these rewards as your target audience won’t mind getting anything for free as long as you’re organizing genuine giveaways.

To Conclude

The benefits of email marketing go beyond the realms of brand awareness and conversions. You can improve your brand’s credibility, build trust, and form a loyal community with effective usage of engaging content in your email marketing strategy.

Make use of the right words and always personalize the emails by leverage names along with a second-person narrative. Don’t forget to maintain branding consistency and mix up your email marketing strategy by organizing giveaways and rewards your users.

An innovative email marketing campaign can help you generate more leads for your business. 

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Anuja Lath

Digital Marketing Expert

Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.


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