Want to ensure your content is engaging and relevant this year? Here are 5 quick tips to help make your email content easy to write and stand out in the inbox:

Draft a Keyword Bank

The first step is to do your research to identify your main message. What content will your audience find useful? What are the key phrases you want to share with the reader? Write them down. These don’t have to be complete thoughts—think of it more as a word and phrase “bank” to work from.

A blank space can be intimidating and creating a word bank gives you a solid start. Ultimately, you’ll hone your final content from these ideas.

“We all need to make sure that our content meets one or more of these three criteria”

1. The reader can DO something
2. The reader LEARNS something
3. The reader FEELS something

Paraphrased, and although Andy Crestodina is talking about blog posts here, we can directly apply this criteria to email content. Check out pages 113 – 115 in his book Content Chemistry.*

Use a Thesaurus

Even the best ideas may not impart your message the way you imagined. Sometimes you just need a different word.  I frequently pull out my trusty thesaurus (okay, thesaurus.com) to identify other ways to impart the same message in a more fresh or relevant way.

Look back at your word bank and use the thesaurus to find stronger words, action words or friction-free words for each of your key messages.

Draft and Then Walk Away

My number one tip for generating the best possible content involves taking a big step back. Create a very rough draft of what you want to say, and then step away. When you come back to it later, you’ll be looking at it with fresh eyes, and undoubtedly, fresh ideas.

When it comes to voice and tone, think about your email as a person-to-person conversation you are having with the reader. It doesn’t need to be perfect the first time. It needs to be genuine.

Another huge part of this equation: Collaboration is key.  Ask for input from another colleague—they may be able to point out where your intentions are unclear. Lisa and I frequently find that our best work is a result of direct collaboration during the refining process. Revise until the content clearly meets your original goals.

Change Mediums

Another way to get fresh eyes on email content is to print it out. We live in a digital world but printing out an email or template forces you to process it differently. You’ll be surprised with the quickness you can catch errors and edits just by changing the medium you’re using.

Jason Meeker,
RootedELM Strategic Partner

Write Your Subject Line Last

The last thing you should write is the first thing your audience will see—the subject line. Think of it as a catchy headline that summarizes your email. Write down the key points from your email, then brainstorm ideas based on that list.

Subject lines can be fun—this is where you can use puns, rhyming and play on words. Using emoji’s in subject lines is another trend that can increase open rates and provide a captivating visual when used correctly.

Remember to include the most important information first in your subject line and keep it to no more than 50 characters. It also must be meaningful to the email content. Finally, run your subject line by a few peers to be sure any wordplay is instantly recognizable and not too corny.

CUE-DIVE Method

Subject line and preview text content can be Contextual, Urgent, Emotional, Detailed, Intriguing, Visual and Earned.

Email Marketing Rules
by Chad S. White — pg. 374*

Call in Reinforcements 

Finally, if you’re still struggling to create content that hits the mark, consider using a ghostwriter. Content development is not always easy—you may be short on time or creativity. A professional content developer (like me!) can help or even just provide a much needed second set of eyes.

Stuck and need a little inspiration? We frequently read books, blogs and listen to podcasts for ideas on producing better (and easier!) content.

A few of our favorites:

• Content Marketing Institute Blog
• Everybody Writes by Ann Handley*
• Unthinkable (podcast) by Jay Acunzo
• Litmus Blog

And from our own blog:

• Learn How to Curate Content for Your Email Campaigns. 
• For long form content that goes beyond an email—such as a newsletter, blog or website text-—follow these 5 Steps to Developing Longer Content

*We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites.

Some of the best creative comes out during the holidays. In the spirit of the season, our team has pulled together a few emails we’ve admired over the past few weeks.

Below – Nordstrom Rack: The “Love, Nordstrom” campaign theme reminds me of warm feelings of a friendly Christmas Card. Each of their email campaigns have been colorful, eye-catching with clear call to action buttons. The theme is extended throughout the website for a cohesive online shopping experience.

Below – JCrew: When I opened this one morning it immediately drew me in because it made me feel like I was getting an exclusive scoop on a deal. The enticing graphic design featuring the bold bird kept this email simple, yet effective in conveying the message.

Below – Target: As a content writer, I’m drawn to any kind of clever play on words in the subject line.  This one from Target caught my eye, and even though I was not in the market for family pajamas, convinced me to click open. Subject Line: Our 50% off pajama sale ends in one sleep.

Below –  MOO: Moo is one of our favorite brands to follow. The content in this email is oh so original and let’s say spicy! The email design is clean, crisp and functional.

Well….that’s a wrap! Which one was your favorite? Our eyes will stay peeled for even more exceptional campaigns. Please send us any good, or even bad campaigns, that cross your inbox.

Happy Holidays!