Email Marketing Content. What are you saying?

You’ve defined your target audience and goals, sorted out what data you have and need, built up your email subscriptions, structured the content of your marketing emails and made sure your campaign is cohesive. Now it’s time to move onto the content itself.

When it comes to the content of your emails there is no such thing as one size fits all. What you send should match what your subscribers want to receive and that will differ depending on the audience you are catering for. Your emails should always be helpful, entertaining and of value. They should also leave your readers wanting more.

What type of business are you?

Your approach will differ depending on whether you're B2B or B2C. For example, B2C can be more offer driven and transactional, whereas B2B should be more about building authority, trust and ultimately relationships with your audience.

Bristol Email Marketing

Where possible, you should always meet your subscribers’ expectations otherwise they are likely to unsubscribe or, worst case scenario, your readers report you as spam. This could then lead to trouble with your ISP. We have written more about how to avoid the junk folder and staying out of trouble with your ISP here.

Types of content

Whether you are sending out a regular newsletter or one-off emails that are focussed on something specific, there are numerous reasons to contact your newsletter list.

Announcement email

Where you send out news of an event, product launch or other singular newsworthy item.

Sales and sign-up process emails

Confirmation of sign-up to a newsletter, e-course or member site, verification of a sale and delivery details – these are all necessary emails that guide your audience through your various processes and show them due care.

Company news

If something newsworthy happens to your company it should be included in your newsletter. While a press release is directed more towards members of the press and news sites within your industry, your newsletter is focussed on your customers and supporters who will also want to know what is happening with your business.

Industry news

Your newsletter is also a great way to let your readers know what is new in terms of industry news and how it is relevant to their business. Providing an industry news round-up in your newsletter will show that you understand your industry, and give you a voice of authority.

Curated content

Curated content is content that has been created by others and has been identified as valuable to your audience, processed, given your unique commentary and published on your own platform.

Case studies

Everyone loves a story of success, and showcasing how you have helped your clients work through an issue and provided value will not only make you more attractive and boost sales, but will also build trust with your audience.

E-course or training

A great way to capture subscribers and a sure-fire way to mark you out as an expert in your field.

Blog excerpts

Drive subscribers to your site by including blog excerpts in your campaign. Highlight your best pieces and most recent posts and after getting hooked on the catchy intro or exciting header, your audience will be sure to want to click-through and read the full post on your blog.


If one customer has a question about your business, you can bet that others are wondering the same thing. Reduce time spent on customer support by answering the most frequently asked questions in your newsletter.

Surveys and polls

A great way for gaining feedback and helping you to tailor future content to meet the needs and requirements of your subscribers.

A catalogue email

A handy way to showcase your products or services.

While this list is not exhaustive, it is important to remember that you don’t have to stick to one form of content. Change it up and keep it fresh so that it is always exciting for your reader. No one wants a survey every week.

4 tips to creating great content

1. Keep it short and sweet

Most people don’t have time to sit and read lengthy emails. You will make more impact if your content is short and to the point. Use excerpts of blog posts or introductions that link to further reading on your website or blog.

2. Headlines should be value propositions

Your subscribers know the benefit of reading the content immediately. Similarly for the call to action (CTA). Don't just say "read more": actually explain a bit more about why they should click through.

3. Include clear headings and calls to action

Make sure your content appeals to scanners with clear headings and CTAs, as not everyone will read your email word for word.

4. Get your subject line right

If your subject line doesn’t engage your reader, it is unlikely it will get read. As we’ve talked about before, focus on getting the subject line right, it’s vital to your open rates.

By following these simple tips you will soon be creating content that is both engaging and perfectly tailored to your audience.

If you’d rather have somebody plan and execute an email marketing strategy on your behalf, we’re the experts and we’re here to help. Learn more about us here.