{"id":81814,"date":"2021-10-25T10:00:16","date_gmt":"2021-10-25T14:00:16","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/the-roi-driven-guide-to-content-for-email-marketing\/"},"modified":"2023-09-14T06:05:28","modified_gmt":"2023-09-14T10:05:28","slug":"the-roi-driven-guide-to-content-for-email-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/the-roi-driven-guide-to-content-for-email-marketing\/","title":{"rendered":"The ROI-Driven Guide to Content for Email Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Think email is an outdated way to communicate with customers? Think again! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2021, email remains a top-three <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/4-content-distribution-strategies-that-make-web-traffic-soar\/\">distribution channel<\/a> for both B2B and B2C brands. <\/span><a href=\"https:\/\/kinsta.com\/blog\/email-marketing-statistics\/#email-is-a-top-3-distribution-channel-for-both-b2c-and-b2b-marketers\"><span style=\"font-weight: 400;\">Nearly 90%<\/span><\/a><span style=\"font-weight: 400;\"> of B2B brands and 80% of B2C brands are using email as a primary distribution channel. Developing great content for email marketing is one of the most effective ways you can encourage organic sharing and increase your brand visibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you know from your own email account that inboxes get flooded with marketing emails every single day. It\u2019s up to you to create messages that stand out, resonate with customers, and drive marketing ROI for your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ready to learn how? Let\u2019s get started.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Quick Takeaways<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email subject lines are a huge deciding factor in whether or not a person will open your email.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Less is more when it comes to content for email marketing \u2014 it should always be clear, relevant, and get straight to the point.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can create emails that stand out by showing your brand personality and focusing on how you add value for your customer.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High-performing types of marketing emails include welcome messages, content emails, incentives, and surveys.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Best practices for optimizing email ROI<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Grab attention with your subject line<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The biggest mistake you can make in email marketing is making your subject line an afterthought. Basically, your subject line is the deciding factor on whether your email gets opened in the first place or goes straight to spam.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Recent research shows that <\/span><a href=\"https:\/\/optinmonster.com\/email-subject-line-statistics\/\"><span style=\"font-weight: 400;\">33%<\/span><\/a><span style=\"font-weight: 400;\"> of people open emails because the subject line catches their attention. Conversely, 69% sent an email to spam if a subject line puts them off.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s a big deal!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how can you be sure your subject lines are enticing people to open emails? Here are a few best practices we recommend:<\/span><\/p>\n<h4><strong>Pay attention to length<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Keep your subject lines between 6-10 words. Make your subject line too short and it may be hard to get your message across. Too long and you risk it getting cut off. Research has shown that 6-10 words is the subject line sweet spot (8 words is ideal) so aim for it each time you create a new email!<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-1091716 aligncenter\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Open-rate-by-words-in-subject-line-300x160.png\" alt=\"open rate by words in subject line\" width=\"574\" height=\"306\" \/><\/p>\n<p><a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\"><span style=\"font-weight: 400;\">Image Source<\/span><\/a><\/p>\n<h4><strong>Use personalization<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">You can also <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/personalization-ai-to-qualify-leads\/\">personalize<\/a> your email subject line to increase the likelihood your recipient will open it, but keep in mind that just adding a name isn\u2019t as effective as it used to be. Try using other personalization tokens that stand out more than just a first name.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example: a pet store promoting a sale might steer away from saying, \u201cSusie, don\u2019t miss this deal on dog treats!\u201d and instead use the pet\u2019s name \u2014 \u201cFido definitely needs these new treats!\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other great personalization tokens to use are location, birthdays, or transaction histories (i.e. if you loved [name of product] we think you\u2019ll love this, too!).<\/span><\/p>\n<h4><strong>Be straightforward<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">This doesn\u2019t mean you can\u2019t add a little mystery to your subject line. In fact, teaser subject lines are really effective. But definitely be clear about what the email is about, and never deceive by promising something in your subject line that you can\u2019t deliver on in your email.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Personalize your emails<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s jump back to personalization. First names may not make the huge impact they once did when it comes to subject line open rates. But they do still affect the overall tone of your email message. Specifically, they make it feel more personal and create a connection between you and your customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Definitely do include your customer\u2019s name in the body of your email and speak directly to them throughout your message.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Get to the point<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your email is likely one of many that your customer is reading through. That\u2019s why it\u2019s important to get right to the point in your email message. Make your message clear in the beginning so that your customer knows what they\u2019re reading, and add details later for those who decide to stick around.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even those details, though, shouldn\u2019t be too verbose. According to Campaign Monitor, the ideal length for email copy is <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-length-best-practices-for-email-marketers-and-email-newbies\/\"><span style=\"font-weight: 400;\">50-125<\/span><\/a><span style=\"font-weight: 400;\"> words. This may sound short, but remember you can supplement your content with images and link out to longer stories and announcements when needed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While there are of course some exceptions to this rule, the key takeaway to keep in mind is that content should always be concise. Be clear and include what is necessary to make your message impactful, but save the bells and whistles for other content.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Focus on value<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you share any marketing message with your audience, including through email, always focus on benefits first and features second.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, your customer is seeking solutions that can help them solve problems. By communicating benefits first, you show your customer right away how your products and services can add value for them. This is what they care about the most.<\/span><\/p>\n<p>https:\/\/www.youtube.com\/watch?v=L6FfJNSOiAU<\/p>\n<p><span style=\"font-weight: 400;\">Once customers understand why you\u2019re valuable and relevant for them, they\u2019ll stick around to learn more about features. That information, though, can often be shared by linking to your website rather than including it all in your email message (remember we\u2019re going for 50-125 worlds).<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Show your brand personality<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your <a href=\"https:\/\/marketinginsidergroup.com\/social-media\/personal-branding-why-now-is-the-time-to-build-your-personal-brand\/\">brand personality<\/a> is what makes your brand unique. It\u2019s what connects you with your customers. Your emails should always reflect your brand personality in design, language, and overall messaging. Do this by including your recognizable logo and color scheme and writing unique copy that\u2019s reflective of your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most email marketers use templates to design consistent and visually appealing email messages. Email marketing platforms provide specific templates for different purposes and types of email messages. These are really useful tools, but be sure that no matter what template you use, you incorporate elements that let your brand personality shine through.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">High-performing content for email marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s no question that the worst thing you can do as an email marketer is spam your subscribers. <a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/email-automation-what-you-need-to-know\/\">Automated emails<\/a> are valuable, but you should never send an email just to send an email. There should always be a clear purpose behind your message that your subscribers can recognize.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some common types of email messages that have a clear purpose and perform well.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Welcome messages<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Welcome emails are the one email you definitely do not want to skip sending. Today they are pretty much a standard part of the subscription or online account creation process for online users. In other words, people expect to see welcome emails come through after they subscribe to a brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not convinced? Consider this: research has found that welcome emails are one the <\/span><a href=\"https:\/\/www.process.st\/welcome-email\/#:~:text=Welcome%20emails%20get%20320%25%20more,than%20those%20who%20don't.\"><span style=\"font-weight: 400;\">most effective type of triggered emails<\/span><\/a><span style=\"font-weight: 400;\"> (along with cart abandonment emails). They have a 91% open rate on average and 5x the click-through rate of a regular email marketing campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Welcome emails are also your opportunity to make a great first impression, sharing the kinds of awesome content your subscribers can expect to receive from your brand. Don\u2019t miss the opportunity \u2014 think strategically about your welcome emails and never skip sending them.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Content marketing emails<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If one of your main content marketing strategies is your blog (if it\u2019s not, it should be), you can use email as a way to increase your content\u2019s visibility and shareability. New content can be shared in a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-a-digital-newsletter-that-really-generates-new-sales\/\">newsletter<\/a> that\u2019s sent out weekly or monthly. You can also highlight individual blog posts by sending them individually to your subscriber list after they\u2019re published.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t expect your subscribers to remember to visit your website and scroll through your content regularly. The average online user is subscribed to many brands, and you need to curate and share content regularly in order for them to keep engaging with your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketing emails are one of the best ways you can share content consistently.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Incentives<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Who doesn\u2019t love a good deal? <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/writing-an-incentive-email-see-these-email-examples-and-best-practices\/#:~:text=An%20incentive%20email%20is%20a,of%20an%20abandoned%20cart%20campaign.&amp;text=Some%20of%20the%20most%20common,Bonus%20reward%20points\"><span style=\"font-weight: 400;\">Incentive emails<\/span><\/a><span style=\"font-weight: 400;\"> catch people\u2019s attention because by nature they offer a benefit, like discounts or members-only access to something valuable. Think about the types of incentives your brand offers and consider incorporating them into your email marketing schedule to drive engagement and sales.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Feedback or survey emails<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sending emails to collect feedback from your subscribers is a win-win. It makes your customers feel valued when you ask for their feedback, and it gives your company important insights into how your content is resonating with your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are some important <\/span><a href=\"https:\/\/www.surveymonkey.com\/mp\/survey-guidelines\/\"><span style=\"font-weight: 400;\">best practices<\/span><\/a><span style=\"font-weight: 400;\"> to follow when you\u2019re sending surveys. Define the goals for your survey and keep questions focused on information that helps you attain it. Don\u2019t let your survey get too long; only include questions that are necessary and relevant. Consider adding an incentive (like a discount or free product) to drive higher participation in your survey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s more on writing great customer survey questions:<\/span><\/p>\n<p>https:\/\/www.youtube.com\/watch?v=OfdiPj4S4nY&#038;t=47s<\/p>\n<h2><span style=\"font-weight: 400;\">Start creating great content for email marketing today<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Strong email marketing ROI depends on having great content to share. Marketing Insider Group has a team of writers who can deliver you ready-to-publish, optimized content every single week for a year (or more!). Our <\/span><a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\"><span style=\"font-weight: 400;\">Content Builder Service<\/span><\/a><span style=\"font-weight: 400;\"> includes a content audit and customized editorial plan so you can feel confident in your content schedule across channels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Set up a <\/span><a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\"><span style=\"font-weight: 400;\">quick consultation<\/span><\/a><span style=\"font-weight: 400;\"> today to learn more and get started!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Think email is an outdated way to communicate with customers? Think again! In 2021, email remains a top-three distribution channel for both B2B and B2C brands. Nearly 90% of B2B brands and 80% of B2C brands are using email as a primary distribution channel. Developing great content for email marketing is one of the most [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81817,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-81814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The ROI-Driven Guide to Content for Email Marketing - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Creating great content for email marketing is a great way to increase organic sharing and up your marketing ROI. 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