Email Marketing Tips for Engaging Content

Whether you’re sending a monthly newsletter or communication for an exciting product launch, it’s essential that the content of your email is engaging. By creating compelling email content, you’re likely to see an increase in open rates and higher click through rates. However, producing content that is going to encourage your recipients to actually interact with your email is easier said than done.

So, what do you need to do to create a marketing email that your recipients will actually read and engage with? We’ve put together some helpful tips below.


Start with the subject line

One common mistake email marketers make is not putting enough thought into the subject line. This is the first thing your recipients will see – you need to engage them immediately.

Create a subject line that grabs your recipient’s attention, and give only just enough information to leave your recipient’s wanting more.

Check out this post on the importance of the subject line for more helpful tips.


Keep the copy short and sweet

The key to creating engaging content is by not overwhelming your recipient with tons of text. It’s best to keep your paragraphs short and to get to the point as soon as you can, particularly if you want your recipients to click on your call-to-action.

If your content needs further explanation, provide a link to a webpage that provides more information, such as your newsroom or a blog post.


Include a call-to-action

You’ve managed to get your recipient to open the email and hooked them with the copy, so the next thing you want them to do is to click through. This is why you need to include a strong call-to-action (CTA).

A call-to-action needs to have short, actionable language, such as “click here” or “get it now”. It must stand out quite clearly in the email, as many recipients will quickly skim read the content first. An effective way to get your call-to-action stand out is by using buttons.

Try to only include one call-to-action (unless it’s a newsletter), so as not to confuse your recipient, and to keep your click through rates high.


Focus on the recipient

A great way to get your recipients to engage with your email is by directing the message towards them. Focus on how you can help them, rather than what you do.

For example, if you’re releasing a new product, talk about how it will benefit them and what problems it will solve, rather than just a basic overview of the product’s features.

Write in the second person by using the word “you” more often than “we”. This will help to create an emotional connection with the recipient, as it will show you are focusing on them and their needs.


Add images, not just text

According to HubSpot, 65% of people prefer emails with mostly images than text. Make sure you’re not relying on images to get your message across as many email providers don’t automatically download graphics. This could leave your message unnoticed or even blocked by spam filters.


Create a custom template

Don’t just stick with a standard plain white template; bring the email to life by adding colors and graphics to the template that match your company’s branding. However, don’t go too crazy with graphics, as you want your recipients to focus on the copy. Also remember that not all email clients will render the images.

If you don’t know how to code email templates yourself, hire an experienced designer to create a HTML email template for you and ensure that it’s optimized for mobile users. If you’re looking for design inspiration, check out HubSpot’s examples of some modern email designs.


With some people receiving hundreds of emails a day, you want to make yours stand out among the crowd. If opened, most of your recipients may only skim read your email, which is why you need to make your copy and call-to-actions stand out. Gain your recipients’ trust by creating relevant content that suits their needs, and leaves them wanting more. This will ultimately help to improve your overall engagement rates.

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