Avoid the trash folder with killer email content

Avoid the trash folder with killer email content
March 14, 2017 Madeleine Helme

We’ve already given you tips on how to get your emails opened with effective subject lines, but what happens next? Once someone has opened your email, the content inside it needs to keep them interested. We’re going to guide you through the why’s and how’s of writing killer email content.

Why is strong email content so important?

You send your marketing emails out with a specific purpose. Perhaps you are trying to raise brand awareness, drive more traffic to your website, or encourage conversions. The content of your email needs to make this happen. Content that is difficult to read, uninteresting, or filled with errors isn’t going to convince the reader to click a link to find out more.

Your email content will also influence your recipients’ future behavior. So, if someone opens one of your emails to find boring or irrelevant content, they are unlikely to continue engaging with your emails. If they are not interested in your content, they’ll either delete future emails or unsubscribe altogether.

To improve your email engagement rates, you need to put time into creating compelling content for your subscribers.

How to create killer email content

So, how exactly do you write compelling content for your marketing emails? These tips will help you improve your content and engage with your audience.

Live up to expectations

Your subject line has convinced the reader to open this email, so it’s important that the content inside lives up to what you promised in the subject. If someone clicks an email expecting to receive 5 tips for cleaning their home, they’ll be disappointed if the email content doesn’t deliver this. Writing a clickbait subject line and not delivering in the email is a common practice of spammers, so avoid doing this if you want to stay out of the spam folder.

Be relevant

As well as relating to its subject line, your email content should be relevant to its audience. Write content that your audience would find interesting and useful. You should also use language and a style of writing that your audience will be able to relate to. Segmenting your mailing list can help you to tailor your email content to a specific audience.

Address your reader

Don’t make your emails all about you. Your content should address the reader directly and focus on them. If you’re promoting a service, for example, it should focus on how it benefits your customer. This gives your content a more personal feel, making it easier for readers to engage with.

Put your best foot forward

Not everyone that opens your email is going to read through it from top to bottom. Because of this, make sure that the most important information in an email is featured near the top. If your readers have to scroll all the way to the bottom to reach the juicy stuff, it’s not going to get as much exposure. It’s a good idea to repeat your call to action at the top and bottom of the email.


It’s a basic practice, but also one of the most overlooked. If your email has spelling mistakes and poor grammar, this will reflect badly on your business. Your readers will make a judgment of your brand based on this, even if it’s only on a subconscious level. Read through your emails and have someone else check them over as well to spot any errors. This should also include checking that all the links in the email work.

Be concise

People often read their emails in a hurry, while at work or on public transport, for example. This means they don’t have time to sit and read long paragraphs of text. Keep your writing to the point to communicate your message quickly. Your emails should be easy to scan so that readers can easily identify the most important parts.

Inspire action

The call to action is one of the most important parts of a marketing email. Your reader needs to know what step you want them to take next, why they should do it, and how to do it. Be clear in your call to action text and use actionable language that is easy to understand. Phrases such as “click here”, “buy now”, and “get in touch” make it obvious what the reader has to do.

Practice these tips when creating your email content to send emails that get read and encourage engagement.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.