Email Marketing Fundamentals

4 Easy Content Hacks to Give Your Email an Extra Edge

March 06, 2017

Manny Ju

Manny Ju

The average person receives dozens of emails per day but they only open a fraction of that and they only engage with an even smaller fraction.

So how do you make sure your email marketing campaigns actually get opened, clicked, and converted? Email design and segmentation are important but they can be time-consuming and technical.

The email content, on the other hand, is something you're always going to have to write. So here are 4 easy content hacks to give your email an extra edge.

 


 

1. Be yourself

One big mistake marketers make is draining all of their personality out of their work. They use a neutral, business tone, and refuse to include personal details in their email campaigns.

Believe it or not, people want to know you. Even if you're not the CEO or owner of your company. They want to know the person behind the emails. And since you're a unique person, your emails will become more memorable as you share more of yourself.

 

2. Be funny

Not sure how funny you can be? Well, it doesn't really care. Just making the effort goes a long way. Your audience will appreciate the attempt (so long as the joke's not too bad!).

Of course, there is an important caveat here: different jokes are appropriate for different audiences. If you're emailing as a business to another business, keep it subtle and sophisticated. If you're running a one-man shop and emailing a buyer, feel free to be a little raunchier.

 

3. Be creative

Every product and service has a story. Most marketers know to weave their narrative into their marketing strategy in terms of content, but few do it well in terms of form.

Approach the story of your product like an author approaches writing a novel. Use different (but still recognizable) words. Vary your sentence structure. Try your hand at some flowery prose. It might feel weird at first, but it will quickly distinguish you from your competitors and all the other emails in your audience's inbox.

 

4. Be provocative

Now it's important to distinguish between being provocative and being offensive. You want to challenge your audience and make them think. You don't want to offend or insult them.

This is closely tied to #2 Be funny - it's you can be funny while you're challenging the assumptions of your audience, double points!

 


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