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The Role Of Quality Content In Email Marketing: Captivate, Don’t Trash

The Role Of Quality Content In Email Marketing: Captivate, Don’t Trash

Our inboxes are overflowing. That’s just the reality of today.

Between work updates, social notifications, and that constant stream of “10% off of your next purchase” emails, it’s a constant battle for attention. More than 361.6 billion emails are sent worldwide every day — what’s more there to say? 

So, how do you make your email marketing campaigns stand out from the crowd and avoid getting trashed (pun intended)? The answer lies in the power of quality content. 

Why content is King (or Queen) in email marketing

Think about it — what makes you open an email? Is it a generic subject line screaming SALE? Probably not. People are drawn to emails that offer value, entertainment, or something that piques their interest. High-quality content delivers on these fronts, transforming your emails from something perceived as spam, to a piece of reading that’s welcomed every time by your audience.

Here’s how good content improves your email marketing game:

  • Engagement: If your content is well-written — be it informative tips, engaging stories or humor — your audience will want to engage with that. This means higher open and click-through rates, and overall campaign effectiveness.
  • Trust and loyalty: People tend to trust someone that showcases authority, so if your content provides value to their readers, it’ll position you as a thought leader in your industry. This way you become a trusted resource for your audience and stay at the top-of-mind with them.
  • Conversion: Ultimately, the goal of most email marketing campaigns is to get subscribers to take a specific action. When you create quality content that persuades your audience, you can gently nudge them towards a desired outcome.

How to create content that converts

So, you’re convinced content is key. But where do you start? Here are some tips that you may find useful:

  • Knowing your audience: This is marketing 101. It’s not about what you want. It’s not about what your manager wants. It’s about what your audience wants and needs. What are their interests, pain points, dreams? Conduct thorough research to understand your audience’s demographics, behavior, preferences, and challenges. Create content that speaks directly to their needs, addresses their pain points, and resonates with their aspirations. 
  • Create additional value: Every time you contact your audience — there must be something in it for them. Sure, we all can give out discount codes, but there’s more to creating value than just that.  Whether it’s interesting insights, expert advice, or something entertaining — offer your audience a reason to always open your emails. For example, share industry trends, provide actionable tips, or entertain with engaging stories.
  • Make it short: People are busy and we should respect that. Create your content with a mindset that every word should be of value — avoid fluffiness and just get to the point quickly. Use bullet points, headings, and subheadings to break up text and make it more digestible. The goal is to deliver your message effectively without overwhelming your audience. Remember, quality over quantity.
  • Readability matters: The usage of any type of capitalization may not cause an issue per se, but using a proper one and just avoiding excessive use of ALL CAPS makes your emails easier to read. For example, are emails case sensitive? Of course not! But it sure is harder to read one written in this way: JoHn.SmItH@ExAmPlE.CoM. So stick to the style that’s clean, simple and easy to read.
  • Master storytelling: People connect with stories. Utilize various storytelling techniques to weave narratives into your content. This could be a customer success story, a behind-the-scenes glimpse into your company, or even a fictional anecdote (or a meme) that illustrates your point. Stories make your content relatable and memorable as they evoke emotions and help build a connection with your audience. But remember, these stories are not just for entertainment — they should serve a purpose in your content strategy.
  • A/B test everything: Things may look great in theory, but at some point you’ll have to rely on data to make the best decision for your brand. A/B test different elements of your emails, like subject lines, content formats, even color schemes to reveal insights. Just be sure to test one thing at a time for the most accurate results. This data-driven approach allows you to optimize your content for maximum impact. 

Wrap up

It all boils down to the connection between you and your audience. To forge a strong bond, you need to communicate with intention and create value for your audience. 

Don’t repeat the email marketing mistakes that others often do and remember that emails don’t always have to be transactional to get that conversation. Honest, high-quality content can work wonders too. So, turn on your creativity and let the magic of genuine connection begin.