On the internet, content is king. From social media platforms, streaming services to websites, content is everywhere. It may take different forms like pictures, videos, music, articles, etc. But all these forms are content and we consume a large amount of it daily. There are currently over 1.6 billion websites on the internet. Users upload 300 hours of video every minute and watch nearly 5 billion videos a day on YouTube alone. Spotify has over 30 million songs in its database. And every day, we create more content in the form of videos, articles, websites and music.

Because of how ubiquitous content is, it has become the medium through which marketers reach their audience on whatever platform they are on. Email marketers are no exception. Email marketers use email as a platform to market their business and products, build a relationship with consumers and increase sales.

Due to the volume of content the average internet user consumes daily, attention spans have drastically reduced. Buffer says the attention span of the average person who reads your blog post is 15 seconds. Crafting great content that will snag the attention of your audience has become important in this age of dwindling attention span. For many email marketers, emailing their subscribers isn’t a guarantee that someone will read their email. Creating email content that draws attention and keeps it is paramount.

How does a marketer produce email content that rocks a subscriber’s world? Here are our favorite tricks for crafting email content that gets subscribers’ attention every time.

Know your audience

Before you create any piece of content, you first have to define and know the audience for whom that content is for. This rule cuts across all forms of content creation. When crafting your email copy, you can’t just create without knowing who will consume your content and what their interests are.

Building audience personas based on data you have provides you with the interests of your target market, their age, needs and other demographic data you can work with. A good way to gather data is to check your website’s analytics data and build personas from there.

Value of the email content

In marketing, adding value by solving problems and issues that your customers have is the only way to get ahead. Email copy that adds value to your customers will ensure your open, click-through and conversion rates remain high. Knowing your customers’ interests and issues ensure you create email content that aims to cater to those interests and solves those problems.

Write a compelling subject line

Email Inbox

Photo by Rawpixel on Pixabay

One of the first things your subscribers will see when they get your email is your subject line. Subject line determines if someone will open your email or not. Subscribers may report subject lines that are too sales focused as spam. The key to compelling subject lines is writing a summarized version of what your email is all about. Your subject line should not exceed 41 characters.

Use preview text to your advantage

In this age of short attention spans, the subject line isn’t often enough to get subscribers to open your email. The preview text plays an important role in getting you good open rates. Preview text is a piece of content, usually 35–140 characters long, that tells subscribers more about the content of your email. Use this valuable little real estate to expand on what your email is about.

Personalize your email content

Nobody wants to receive an email addressed to “whom it may concern” or “dear subscriber” in 2019. Personalizing your emails with the name of your subscriber makes it easy to build a relationship and have a conversation. Personalization does not stop at using your customer’s name in the email. Signing your name at the end of your emails puts a human face to your brand. Consumers are more likely to trust another person than a faceless business.

Be conversational

Scrabble Tiles Target Audience

Photo by Isi159 on Pixabay

You may get everything right with the subject line and preview text but if your main copy does not follow through, you will lose subscribers. When writing email content, be sure to:

  • Follow a structure
  • Keep one idea to a paragraph
  • Use short paragraphs

Remember to keep the tone of your email conversational. Always write your email content in the second person (use pronouns you/your). Keep your message clear and concise as there is only so much space in an email.

Avoid using all caps

In internet speak, all caps denotes anger or yelling. Using all caps in your emails makes them appear “shouty” and is likely to get them reported as spam. Nobody wants to see a “GET 50% OFF NOW” in their subject lines.

Format your email content with visuals

Visuals can enhance a reader’s experience in email marketing. Adding images, infographics, GIFs or videos can make your email content stand out. We have talked about how much impact visuals like video have in email marketing and how you can leverage them in your content. Remember, the context of your email copy will determine the visual you should use. Serious emails may require an infographic or no visuals at all while lighthearted ones may have GIFs for playfulness.

Do not forget your goals

For every email campaign you send out, there must be a goal. This goal should dictate the direction of the content you create. If your goal is to boost sales, your email content should be in line with that. Say you want to increase engagement, writing compelling email content with curated articles that your subscribers are interested in will work better than an email with a discount.

Wrapping Up

Choose the words you craft your email copy with care as it may affect how people receive your emails. Always consider the device your customers are opening your emails on and tailor your email length to that. Shorter content works best if many of your subscribers use their phones to check their emails.
Email marketing is a marathon, not a sprint. Keep testing to see what works and change your campaigns to reflect that data.

One of the most important components of an email marketing campaign is Content. Content can make or break your email marketing campaigns. In our guide to email marketing and email strategy, we talk about why you need to create content that resonates with your subscribers. Content that subscribers relate to makes it easy to build trust, brand identity and increase revenue. This content you’re creating for subscribers can take various forms like articles, interviews, listicles, video, infographics and so much more.

Video content is one of the best performing content types on social media platforms. Videos have launched many a company into the limelight on social media. And the best part about video content is that anyone can create one. Platforms like YouTube and Vimeo have made it easy for videos to be hosted and shared with millions. On YouTube alone, people watch almost 5 billion videos daily. That’s a huge figure that shows just how ubiquitous video content is. You too can leverage video content in your campaigns as an email marketer.

Should You Include Video Content in your Email Marketing Campaign?

The answer is yes! Marketers the world over are using video content to:

  • Raise brand or product awareness
  • Drive engagement
  • Educate people about the products and services their business offers.

Video content has so many advantages for marketers and businesses. According to findings by Renderforest, marketers who use video content in their email campaigns and websites received more returns on their investment (ROI) than those who didn’t use video content.

  1. Marketers who used video content in their emails boosted their click-through rates by 200-300%.
  2. Using the word video in email subject lines increased open rates by 19%.
  3. Marketers who included video content in their marketing arsenal grow revenue 49% faster than marketers who don’t use video.
  4. Websites with video content receive 41% more traffic than websites that lack video.
  5. Videos on homepage increase conversion by over 20%.

Benefits of Video Marketing [Infographic]

Video is too important not to include in your email marketing campaigns. Knowing the video content to include in your email marketing campaign will go a long way in ensuring you get the benefits associated with video.

How to Use Video Content in your Email Marketing Campaigns

Before you optimize your email subject line with the word “video”, you need to decide what your goals are and the video content you need to create to achieve that. And you need to ask yourself how that video content adds value to your customers. A reference to Steve Jobs’ attitude to marketing in this YouTubeToMP3Shark article reminds every marketer to keep the value they bring to the customer front and center.

“Steve Jobs gives out [sic] his million-dollar message to any company out there: marketing is about values. Everyone wants to solve their problems, and your job as a marketer is to prove to the consumers that your product does just that.

As I have previously mentioned, marketers use video to achieve three main goals. The video content that helps you achieve each goal (awareness, engagement, and education) are all different. Once you have identified the goal you wish to achieve and how it brings value to customers, then it’s time to identify the video you can make to achieve your goals.


You can use video content to raise awareness about your services and products. This content also helps you share your company values with customers, strengthen customers’ loyalty to your business and have them associate your brand with a certain image/niche.

Roundup videos

This video packs interesting information into short digestible pieces that customers find helpful. This video from American Eye about special places to visit in each state in the US is a great example. 

Meet the team video

This gives customers a sense of your company’s values and mission. This kind of video helps you showcase what makes your brand unique. 


These are another type of video content that helps raise awareness about products, services, causes, companies, etc. Celebrities often use interviews to raise the buzz for their upcoming books, movies, concerts, and albums. An example is Lena Headey (the actress who plays Cersei) talking to Jimmy Kimmel about the new season of Game of Thrones. 



Educational videos are a great way to connect with your customers. Like YouTubeToMP3Shark rightly noted:

Educational video content establishes you as an authority, shows customers you can help, creates buyer trust and a deeper relationship with your customers.”

This video content can take the form of:

Explainer/How To videos

Wherein an expert walks their audience through a process step by step. These videos teach customers about various concepts from how to use a tool to how to cook something based on a recipe.

Q&A videos

Where an expert answers burning questions curated beforehand. A good example is our Founder, Andrew Trentor’s Q&A on email marketing and websites. 


Product reviews

These are another great type of educational videos. Brands often send free samples of their products to influencers who give unbiased opinions after using them. Customers can watch such videos when researching a product to buy.

Live presentation

Tech companies are perhaps the best examples of companies using this video type to educate their customers about their products. An example is the yearly Apple event where their CEO, Tim Cook, unveils the latest iPhones, Macs and other Apple devices. 

Other examples of educational videos include case studies, testimonials, product tours, and announcement videos.


Being able to relate or perform a needed service can help companies boost customer engagement.

Video skits

Short funny videos that get your customers to laugh and relax helps them relate better to your brand. Ads are a great way for brands to marry humor and video content into a format that just works. A favorite example is the 2018 Super Bowl Tide Ad featuring Stranger Things actor, David Harbour.


Other great ways to engage with your customers include:

  • Videos offering a service or welcoming you to a group or newsletter are another way for companies to engage with customers.
  • Video takeovers with an influencer or a team member showing behind the scene footage of what goes on inside a company.

Wrapping Up

Video is truly a versatile medium that every marketer should have in their arsenal. Knowing the video to create to achieve a particular goal is important if you wish to reap the benefits that come with video content.

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