Email Topics & Content

The overall and underlying objective is to always meet the prospect where they are at in their customer journey and provide them with the information they need to enable them to move on to the next stage. Every email you send should have a clear purpose that is matched to where the prospect is currently at within their customer journey and meets the goals of the campaign.

So when it comes to email marketing content, there are a few different routes to go down:

Short-form email based on driving traffic to larger content 

Through developing buyer persona's and customer journey maps you will have developed lots of ideas for good engaging content.   

You may have even written out this content in long-form in the shape of a blog post, article, or eBook. Email Marketing is a good vehicle to direct traffic to this content.  Your long-form content is typically (but not exclusively) the mechanism that will connect with your prospects and move them on to the next stage of their customer journey.

Our aim is to get that long-form content in front of your prospects, and Email Marketing is a great tool to do this.

In the previous topic, Producing Content, we looked at defining what content you will create for each buyer persona at each stage of their customer journey.  That content will most often be hosted on a particular platform such as your website, YouTube, LinkedIn, a blog, landing page, or some other social media network.  

The aim of running an Email Marketing campaign is to drive traffic to where that content is hosted with the objective of getting the prospect to engage with it.  As you do this you will track which of your subscribers engaged with both your email and your content so that you can have a greater assumption of where the prospect is at in their customer journey.  

An effective way to do this is to craft short-form emails based on your long-form content (blogs, articles, reports, downloads, videos, etc) using the AIDCA principle to drive recipients to the the piece of content you are using to move prospects along in their customer journey, as defined in your Content Ideas table.

We previously discussed how the AIDCA principle works with producing landing pages. We will now look at how we can use this same principle to write effective short-form emails:

Mapping The AIDCA Principle To Writing Short-Form Emails




Get your recipients attention using the Subject Header and Preview Text.  How to do this effectively is covered in the following chapter, Headers & Preview Text


Within the body of your email, you should use the headline and the first sentence or two to engage the recipient and tell them how their life will improve by reading this email.  Do this by summarising the core message of your content.  

What is it you want the recipient to take away from engaging with this email?   


By this point, you have got the prospects Attention with a catchy Subject Header & Preview text resulting in them opening your email.  They have read the headline and maybe the first couple of lines of the email and decided not to immediately delete it.  You now have their Interest.  

The next step is to create a Desire within the prospect to finally engage with your call-to-action. You should now describe what your long-form content is and what the benefits to the prospect are through engaging with it.  

What will the benefit be to the prospect if they decide to click-through and read the long-form content you have produced? 


As your recipient is glancing over your email copy they will be making an assessment as to whether to hit the delete key or continue reading or interacting with your call-to-action.  At this stage, the recipient is interested in your subject and decided to see what the email is about. They will then make a decision in the next 5 seconds whether or not to delete the email or read it properly and process the information.  

This is a critical stage as their interest might start to wander and losing them is easy.  You should try to pre-empt the reasons for which the recipient may want to hit the delete key.  During this part of your email, you should try to answer any unasked questions that may address any concerns you feel they might have or re-focus their mind by asking them a direct question relating to their perceived buyer pain.


Provide a strong and clear call-to-action that gives clear instruction to the recipient of what you want them to do next.  This should be to direct them to the actual full content as defined in your Email Content table under the Email Marketing tab.

Different Types of Emails

1) News, updates, and offers 

This type of email is used to build brand and product awareness among your contact base.  Short updates with the latest news and offers help keep your brand in front of your audience.  With the aim being to target a set of subscribers who don't yet have a problem they need solving, but when they do you want to be the first business they think about.

There is a delicate balance with this type of email as it is hard to provide value to a subscriber when you are only talking about what you offer and what is happening within your company.

2) Unbranded transactional styled emails 

This type of email is used to encourage recipient interaction by appearing more personalised and appealing to the individual.

People can often get used to receiving branded company emails and fall into the routine of deleting them as soon as they realise it is a bulk sent email.  It is therefore sometimes a good idea to switch it up by stripping everything back and sending a plain-text email asking the questions you want to know the answers to.

It is also worth noting that more emails are opened and read on mobile devices than on desktop pcs.  
This 'intro-email' will be used to tease the prospect into following a link to the actual full long-form content which is hosted elsewhere, such as on your website, landing page or LinkedIn etc. You do it this way because you want to be able to check which subscribers fully engaged with your email and automate any desired actions, such as moving subscribers to a new list or automating a follow-up email.

This is the best approach because you are able to say for certain who was interested in the topic of your email by who clicked through to the full content.  If you provide the full long-form content in the email itself then those who opened the email 'just because' get mixed in with those who had an actual interest in it, and it becomes impossible to distinguish between the two.

Our aim is to facilitate prospects through their customer journey and follow them as they do so with updated relevant content.  To do this accurately takes a more refined approach.

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