5 Steps to Write Email Content that Connects

Posted by Nick Pizzolato on Tue, Apr 21, 2015 @ 02:38 PM

5 Steps to Write Email Content that Connects | Wicked Local Media Solutions

Email marketing is a strong tool business owners can use to reach new customers and build their brand. However, it can be a challenge to write content that will connect with consumers. It can be tricky to create a message that is both easy to read and will encourage interaction.

There is no perfect formula to building email content, but there are some steps you can take to increase your level of success.

1) Stay Mobile Minded
Remember that 65% of emails are read on mobile devices. Your email should be designed and written with that in mind. Your message needs be able to attract consumers who are checking their email via phone or desktop. It needs to be easy for mobile users to convert from email recipients to a customer.

2) Stay Brief
“Simplify, simplify” were words that philosopher Henry David Thoreau used in the book “Walden.” They were written with the belief that a simple life leads to a happy life. These two words should be the inspiration while you build your emails.

Let simplicity rule. Don’t get complicated while describing promotions, deals or coupons. Keep your email short and to the point. Use 150 words or less to make the message easier to read and digest. Since the copy will be shorter the value of your words will mean more, so choose them wisely.

3) Stay Visual
Your words help direct and describe the promotion you’re advertising, but pictures will help connect the reader to your message. Because our brain processes images faster than it processes language, the pictures you include help reinforce the written copy of the email.

Images also help create an emotional response to the email. Consumers make decisions based on how an ad makes them feel. If you can create content that conveys joy to a reader, they will be more interested in what your message is.

Keep in mind that too many images will slow down the load time of an email. Limit the number of pictures you use on the page so that your content doesn’t take forever to load. You don’t want to lose a customer before they even know what you are offering.

4) Stay Personal
The goal with any advertising is to have a consumer recognize your company. That can lead to trust, and hopefully convert them into a customer. An easy way to begin that relationship is by personalizing the emails. The personalized emails will create an immediate connection with the email recipient. A 2013 study found personalized emails were able to convert sales six times higher than generic emails.

5) Stay Consistent
When you mention the promotion you are offering, make sure that the promotion stands out. Create interest in the offer by making it bold and increasing the font size. The deal should also be repeated throughout the email. First, call attention to it in the headline. Then, describe it in the body of the email. Finally, sell it with a call-to-action. Reinforce who you are and what you’re offering.

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Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at

Tags: Digital Advertising, Small Business, Digital Marketing, Email Marketing