#EmailChat with Grammarly: Writing Better Email Content

By Olivia Dello Buono


Who wants to improve their email content?

From subject lines to calls-to-action, there’s a lot of content that goes into an email. So how do you know if you’re doing it right?

To answer that question, we’ve teamed up with Grammarly to bring you seven ways to improve your email content. For those that couldn’t join us, we’ve curated the best of the chat:

It all starts with the concept.

The jury is still out on whether you should start with content or design. But when it comes to your emails, concept trumps them all. As Grammarly illustrated, having a workflow can really help streamline the content creation process. (We also love their emphasis on the importance of proofreading.) By starting with the goal in mind, you’ll be able to find the perfect marriage of content and design to support your campaign.

Q1. What’s your approach to email creation? (i.e. Content first, design second?) #EmailChat pic.twitter.com/TnPl6ypkst

β€” AWeber (@AWeber) April 21, 2016

A1. Here’s our email workflow:
1 Creative concept
2 Copywriting
3 Proofreading
4 Design
5 Proofreading
6 QA
7 Proofreading #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A1. I think the goal comes first, and content + design work together to support it. #emailchat

β€” Kristen Dunleavy (@KristenWritesIt) April 21, 2016

A1: Content should always come first. Make sure emails are adding value for your audience. Give them a reason to stick around. #emailchat

β€” Express Writers (@ExpWriters) April 21, 2016

Always put your audience first.

Knowing your audience is the key to email marketing success. Insights into their likes, dislikes, buying behavior and more will help you send more relevant and focused content. Try sending your subscribers a survey or poll, ask them a questions, or inquire for feedback. Once you get a feel for their interests, you’ll be able to send more relevant, targeted content.

Q2. How do you create email content that resonates with your audience? #EmailChat pic.twitter.com/9okWeRqbHq

β€” AWeber (@AWeber) April 21, 2016

A2. This always starts with the brand! Your email team needs to know the brand voice, tone, and style for the channel. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A2: It all starts with being clear on who your audience is. What kind of content do they enjoy? What are they struggling with? #emailchat

β€” Express Writers (@ExpWriters) April 21, 2016

A2. You’ve got to know them first! Pose questions/surveys/calls for feedback. This will help with the type of content, tone, etc. #EmailChat

β€” Olivia Dello Buono (@oliviadello) April 21, 2016

Bookmark these copywriting best practices.

We couldn’t host an #EmailChat with Grammarly without mentioning proofreading. It’s always best to get a second set of eyes before you hit β€˜send.’ It’s also good to keep your emails on the shorter side. Keeping your content brief usually lends to better engagement. (Hey, it’s worth testing!)

Q3. What are some best practices for writing email copy? #EmailChat pic.twitter.com/sgc6mevLSF

β€” AWeber (@AWeber) April 21, 2016

A3. Once your team knows the brand voice, aim for actionable copy, but with some element that will make your customers smile. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A3. Get a second pair of πŸ‘€. Copyediting is hugely important for emails that get sent to lots of people! #emailchat

β€” Kristen Dunleavy (@KristenWritesIt) April 21, 2016

A3. Keep it brief and get to the point. Readers value their time. Shorter emails tend to have better engagement. #emailchat

β€” Brandon Olson (@BrandonSonofOle) April 21, 2016

Boost your open rate with these subject line tactics.

There’s no magic formula for writing the perfect subject line. Using data to drive your decision-making will help keep things in perspective. (Data doesn’t lie!) Also, be sure to keep things relevant and fresh. We like emojis for those writer’s block moments.

Q4. Let’s talk subject lines! Any tips for making them better? #EmailChat pic.twitter.com/1KaqQ46Qpf

β€” AWeber (@AWeber) April 21, 2016

A4. I don’t subscribe much to the “secrets” of subject lines. Optimization is always contextual. Use data to drive decisions. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A4. Make your subj. line relevant to the content inside. Nobody likes being tricked or misled. #emailchat

β€” Kristen Dunleavy (@KristenWritesIt) April 21, 2016

A4. Emojis speak louder than words βœŒπŸΌπŸ’•πŸ•πŸŒ΅#EmailChat

β€” Olivia Dello Buono (@oliviadello) April 21, 2016

And the ideal email length is…

It depends. Are we talking subject lines? Make sure they’re short enough to be read on limited mobile real estate. When it comes to body copy, most people seem to agree: the shorter, the better.

Q5. What’s the ideal length for email copy? #EmailChat pic.twitter.com/sxjX2oJojj

β€” AWeber (@AWeber) April 21, 2016

A5. We limit body copy per action to around three lines for desktop, and in general try to keep headlines on one line. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A5: The ideal length for email copy will depend on your audience. Test out different lengths and see what they respond to. #emailchat

β€” Express Writers (@ExpWriters) April 21, 2016

A5 Short enough so that you can read the entire subject line on mobile. Test, review, adjust. #emailchat

β€” Antonio (@AspiringAntonio) April 21, 2016

Avoid these copywriting don’ts.

  • Don’t be too friendly. Avoid using slang language – unless that’s what your audience wants.
  • Don’t bury your CTA in your messaging.
  • Don’t send an email just for the sake of sending an email. Take the time to draft your concept and proofread.

Q6. Are there any copywriting “don’ts” when it comes to email? #EmailChat pic.twitter.com/d7lMtHkNRz

β€” AWeber (@AWeber) April 21, 2016

A6. Last tip: Don’t pretend you’re best friends with your customer. Avoid familiar language and “!!!”, unless they ask for it. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A6. Don’t bury your main point. Get your MIOS (message in one sentence) as close to the beginning as possible #emailchat

β€” A. Kate MacDougall (@akmac_ed) April 21, 2016

A6. Don’t rush writing an email. Give yourself enough time to think through your idea + proofread. #emailchat

β€” Kristen Dunleavy (@KristenWritesIt) April 21, 2016

Looking for content ideas? Check out these brands.

Q7. Examples of brands that are killin’ it with their email content… and go! #EmailChat pic.twitter.com/gTeGALwOLp

β€” AWeber (@AWeber) April 21, 2016

A7. Off the top of my head, here are some of my favorites:
– @Movember
– @litmusapp
– @Square
– @DuoLingo #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A7. And I’d be remiss if I didn’t mention @Grammarly! We work really hard to make our emails effective and enjoyable. #EmailChat

β€” Grammarly (@Grammarly) April 21, 2016

A7. I love waking up to my @theskimm every morning! πŸ“°β˜•οΈ #EmailChat

β€” Olivia Dello Buono (@oliviadello) April 21, 2016

A7 @buffer, @YouTooCanBeGuru, @kimgarst, @bryankramer, @chrisbrogan. You’re happy when emails hit your inbox #emailchat

β€” Zala Bricelj (@ZalkaB) April 21, 2016


The education doesn’t stop here! Join our free, 7-day email course to learn how to write welcome emails, autoresponder series and more. Plus, you’ll get 20+ fill-in-the-blank email templates to make sending emails even easier.

But, wait! The education doesn’t stop here. Sign up for our What to Write course (btw, it’s free): https://t.co/tYdBL36ddx #EmailChat

β€” AWeber (@AWeber) April 21, 2016

Stay tuned for our next #EmailChat on Thursday, May 5 at 12pm ET. Details TBD.

The post #EmailChat with Grammarly: Writing Better Email Content appeared first on Email Marketing Tips.

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