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The Constant Contact Guide to Email Marketing by Eric Groves

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Writing Great Email Content

Coming up with email content on an ongoing basis can be challenging, especially when time is a factor. The execution of an excellent email content strategy relies heavily on the effectiveness of the content you write. If you are the person writing for your email campaigns, it would be wise to invest some time into strengthening your skills.
Good copy helps your readers understand what you are offering them and gives them clear ideas on how you want them to respond. The following sections show you Constant Contact’s best copywriting tips and email content sources. Keeping these tips and sources in front of you when you write helps you to create compelling content that engages your readers.

CHOOSE AN AUDIENCE

Before writing your first word of copy, you need to decide who your email is going to be sent to. Picture the people on the list you’re planning to use. Think about what their day is like. Think about what is important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you are writing for, the more targeted and relevant your content will be.

CHOOSE A CATEGORY

It’s easier to come up with email content when you think of all your sources in categories. It’s also helpful to group the email content you create into categories so you can organize the information into separate emails or separate sections in the same email. That ...

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