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Content in email marketing – how to write messages that convert?

25 September 2019

Updated: 22nd September 2022 

Reading time: 6 min 

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Modern e-marketing can use countless communication channels. On the one hand, it increases the chance of reaching potential customers. On the other, it makes their attention distracted. Users browse Facebook to contact friends. Moments later, they upload a photo from dinner on Instagram. In the evening, they read their favorite blogs or watch YouTube. In this maze of possibilities, it is easy to forget about a certain old and proven tool – email marketing.

content in email marketing - how to write emails that sell?

What is email marketing?

It's about sending a commercial message, usually to a group of people, by email. It is one of the oldest forms of internet marketing. It allows for long-term contact with the recipient. Therefore, it may prove to be a great tool for maintaining and improving relationships with former or current clients. It also helps to encourage people initially interested in a given product segment to take advantage of the offer of a specific company.

By means of e-mail marketing, a special relationship between the customer and the brand is created because the messages are addressed directly to him. Often, gifts are added to emails – discounts to the store or free ebooks.

How does content marketing work?

Content marketing focuses on creating, publishing and distributing content that will be of interest to the target group. It helps to build customer loyalty to the brand by creating lasting relationships with customers. Instead of selling, it focuses on sharing valuable information.

As you can see, email marketing and content marketing have one thing in common: it's about building loyalty by creating content. So, email is the perfect platform to begin with if you want to focus on content marketing. All you need is a list of contacts with addresses.

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However, before we create the first mailing, we must remember about several important issues.

First, specify a goal

Think about what you want to achieve by sending a message. Are you trying to convince people who are already using your offer to buy a premium service? Or maybe you want the former customer to retry the purchase? Setting a goal will make your actions effective.

Second, keep it simple

If your messages are not written clearly, no one will read them. Remember that your role is to gain the attention of the recipient. You cannot discourage him with complex sentences and difficult language.

Third, create interesting content

Your readers don't want to read the same for the hundredth time. To create engaging content, you need to get to know the field about which you write about. Read forums, join thematic groups on Facebook, take part in industry meetings. Then you can quickly create a list of topics important to recipients.

Fourth, take care of the visual side

It's a great way to attract attention. When creating graphics, remember that your goal is primarily to display the content. Visual "fireworks" can interfere with this. A well-designed message allows the recipient to easily absorb the text. 

Email marketing and content marketing have one thing in common: it's about building loyalty by creating content

How to use personalized content in email marketing?

Adjusting the content of the message to a specific group of recipients will help increase the efficiency of operations. Here are some ways to make this task easier:

Split the list of subscribers into segments

Division of lists into many categories based on variables such as location, age, gender, behavior and interests is the first step in integrating email and content marketing.

You can also create more advanced segments. It's a good idea to classify your audience by the type of content they like. To do this, you can provide them with a preferences center or use advanced statistics analysis.

Use A / B tests

Suppose you have just created a new product line that you want to promote on different digital channels. You wonder what form of email marketing will be most suitable for new customers.    A / B tests come to the rescue. Divide the list of subscribers into two parts and send a different message to each of them. This will tell you what content is most effective.

Keep your brand's voice consistent across all communication channels

What would you think if you got a newsletter from us that was all red and filled with emoticons? You would think that something is wrong, because such a form conflicts with the graphic design of our site. If you want to reach the reader, you must ensure that your brand's voice stays consistent.

Create enticing opt-in offers and lead magnets

Encourage visitors to subscribe to your email list by offering enticing opt-in offers or lead magnets, such as free ebooks, checklists, invoice templates or exclusive discounts. Building an email list is essential for nurturing relationships with potential customers and promoting your monetization efforts.

Utilize email marketing for audience engagement

Leverage email marketing to engage with your audience, share valuable content, and promote your products or services. By maintaining the customer onboarding flows through a regular communication with your subscribers, you'll increase customer loyalty, drive website traffic, and boost your revenue.

Manage your relationships with CRM tools that automate crucial touch points such as emails, social media and more.

Make content marketing and e-mail marketing work together

All in all, effective emails don't exist without attractive content. Writing newsletters that work is not easy. However, with a pinch of commitment and following by following the rules described above to quickly get experience.

Remember that to get started with e-mail marketing, you need a list of people to whom you will send messages. The best way to reach many readers is to run your website, where you will encourage them to subscribe to the mailing list. If you don't have your own website yet, you can easily set it up with WebWave. It's totally free!

Authors:  Julia Mądraszewska, Jan Chmielowski

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