3 Unconventional Tips on How to Write Good Email Marketing Content

When it comes to Email Marketing it is easy to get caught up in the details of when the message will be sent and who it will be sent to. The problem with this approach is that the most important part of the email is forgotten altogether. What is written in the email, often referred to as the copy, is far more important than any other logistical detail. Sending a message with poor copy is like sending a bottle without a message into the turbulent online ocean. Below are some unconventional tips to take your copy to the next level, and increase your campaign's overall effectiveness.

1. Words should play each of the 9 roles in your content
Mark Brownlow from Email Marketing Reports suggests that words are the key to the success of your Email marketing campaign. There are 9 different marketing roles that words play which can be divided into the following categories: Engage and Guide, Drive A Response, and Functional Support. Good e-mail marketing content will use these roles to convey the appropriate brand image.

2. Be a Thought Creator
If you want your copy to stand out from the rest of the messages out there you must strive to be a Thought Creator. Most companies send messages filled with facts and information about a service or product. To be a Though Creator not only informs the customer of your product but gets them thinking in a different way. You may encourage them to think about your company or service in a different light, or help them to question their previous purchasing behavior. All tactics are effective steps to becoming a successful Thought Creator.

3. Be aware of how content will appear
When writing an email that will get a response try not to worry so much about what is written and when the email is sent, but more about how the words are arranged on the page. It doesn’t matter how great your content is if the reader feels overwhelmed by the number of words on the page. Break paragraphs into smaller more tangible pieces, vary the length of paragraphs to avoid monotony, create a reading landscape with contours and diversity. To see how important this is check out this the results of this eye tracking study.