Writing content suitable for email marketing campaigns

Writing content for a captivating email marketing campaigns can be hard. We’ve been there and done it ourselves. When you’re contacting a new data set for the first time, or talking about a new product, you want to make sure the tone of the conversation is correct, and compelling enough to make them take action.
One of the most worrying aspects of creating content is the fear of alienating or annoying contacts to the point they unsubscribe or even report you as spam.

To help you overcome your fears, we’ve collating this list of the top 10 tips to writing suitable content for email marketing campaigns:

1. Help contacts solve a problem

People subscribe to emails to help them solve a problem. They want to learn something. Give them advice on current problems, the latest industry news and tips, and position yourself as an educator in your industry. This means you’ll need to understand the latest industry news and understand your customers and their issues thoroughly.

2. Provide additional resources

This is much easier said than done – but it is worth it in the long run. Create a section of your website dedicated to a blog or a knowledge section to provide additional online help that your customers can access themselves. Remember to showcase this area of your site in your email marketing. Tell your subscribers about what they will gain from reading it.

3. Make it about your contacts

Remember the people that are reading your emails. They’re not too bothered about the awards that you’ve won or how your company is doing – they want to know about things that matter to them. Is there any industry news that they should know about? If you do want to talk about yourself, create a dedicated page on your site for testimonials so that contacts can find that sort of information if they need to.

4. Be creative

If all of your emails look the same and have the same messaging, it’s time to mix it up a bit. Think about what kind of content would turn your contacts on. Try sending a video or introduce your social media accounts. Check out your reports and test what is working for your contacts. If it doesn’t work, it doesn’t matter – move on and try something else.

5. Find out what your competitors are up to

There’s no harm in having a little bit of a snoop – in fact we tend to encourage it. Looking at what your competitors are doing allows you to ensure you’re on the right track with your content and products, and without plagiarising your competition, you may even find some inspiration.

6. Run a survey

Here at Wired – we love surveys. Campaigns that include a survey often perform higher than normal campaigns, as they are often paired with an incentive. Although you may have to offer money off or a voucher code in return for survey answers, the answers can serve very well as customer insight, and will allow you to understand your contacts in more detail. From analysing survey results, you can then tweak and target your campaigns in the future.

7. Utilise all marketing channels

Cross marketing is imperative in this new digital age. Combine your email marketing and social media marketing with your website for simplified and focused messaging. Your brand will be judged across all channels – on or offline and as such your messaging and outward personality should be the same. Why not try included video if you haven’t before? Or you could even look at hosting a webinar to your social followers and then implementing it on your website.

8. Try to avoid jargon

With some industries, it’s hard to avoid jargon at all costs, but in some it should be all together avoided. Create buyer personas to target your content and you’ll understand your contacts and their needs in more detail. That’s the only way to be sure that the jargon and terminology you’re using is accurate for them.

9. Allow your fans to become your advocates

The best form of publicity will come from your fans. Try to get them talking on your behalf. Encourage them to talk about your products and services on your behalf and then talk to them like they’re your friends. Ask for testimonials, offer discounts if they refer a friend and make it obvious that you’re open to customer reviews – no matter if they’re good or bad.

10. Create an online demo

If you have a particularly hard to understand product, it’s worth taking time to create an online demo that your contacts can look at and understand when they like. For example, with Wired Marketing we run through a demonstration of the system with all new clients, and we also have a YouTube page full of helpful guides for our users to refer back to. Make this obvious in your email correspondence so that your contacts don’t feel abandoned.


Writing content for email can be tricky, and it’s easy to fill it with text and overload the contact. Try not to over analyse your campaigns, and take a step back to see it from their point of view.

Got a question? Tweet us @Wired_Marketing.

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