Email marketing is a must in this digital age, but getting your message across can be a tricky business.

Writing engaging content for your campaign that makes the reader want to read on and know more is crucial for success.

Follow our tried and tested 6 tips to help you craft successful emails to boost engagement with your brand.

Identify a Persona

When starting out with an email campaign start by thinking about your ideal customer. Take inspiration from your existing customer base. Who are they? What are their problems? How does what you do help them?

Keep this person in mind and write directly to them and for them. Doing this will help you to write your messages with clarity. It will also help you to identify and answer obstacles that may stand in the way of your next sale!

Be Personal

Be a person writing to a person. Don’t be afraid to use personal pronouns. Litter your content with ‘I’ and ‘we’ as well as ‘you’ and ‘your’. This makes the reader feel that you are starting a conversation that is relevant and personal to them.

Identify Your Tone of Voice

Write with a consistent voice that represents your brand. Are you a thought leader? Quirky? Direct? Knowing what you know about your customer persona will help you to craft a tone of voice that will engage.

Benefits before Features

Always lead with the benefits of your product or service. How does what you sell help and add value to the reader?

Avoid being too technical and avoid making grandiose claims. Always be authentic. Authenticity has a lot more value to the reader than flimflam.

If the reader can see how much easier/better/effective/efficient life would be with what you do they will be ready to find out more.


Email marketing is not the place to wax lyrical about anything. Always be concise. Avoid overly long sentences. Use short paragraphs. This is not the place for industry jargon. Avoid unnecessary ‘filler’ language. If the reader can immediately see the point of your communication they are much more likely to continue reading.

Call to Action

Your reader will only know what you want them to do with the information you just sent if you tell them! Whatever it is – buy now/find out more/call today, let them know what you would like to happen next. They might just do it!

If you need any guidance on creating or managing your email marketing campaigns just email [email protected] or give Rebecca a call on 0800 049 6044