5 ultra-clickable types of email content to market your business


Your e-marketing strategy is looking good. You’ve set up your Mailchimp account (or whatever email automation service you prefer). Got a great designer onboard. You know your A/B testing, your peak times to send email content and how to string a sentence together. In short – you’re on the road to bossing it, with everything you need to send great emails to your subscribers. There’s just one thing. 

You don’t actually know what to talk about. 


Fortunately for you, we do! These five email content ideas are bound to generate clicks, foster loyalty between you and your audience and make you a beloved feature in anyone’s inbox. Read on, get savvy, and learn from the examples below.


1. Exclusive offers, deals and rewards


One of the best ways to get people to subscribe to – and actually click on your – emails is to give them a little something special. Something that’s just for them. Exclusive incentives are generally irresistible to subscribers, so by habitually sending out email-only discounts, offers and more, you’re sure to get a healthy clickthrough rate. 

Trust us when we say that this is what your audience wants, too. According to Optinmonster, 44% of users check their emails specifically to find a deal from brands, whereas comparatively, only 4% use Facebook for the same thing. 

What’s more, a study confirmed that 85% of consumers sign up for marketing emails in the hopes they’ll receive something for their efforts – eg. a gift. We say, give the people what they want! Exclusive email content that’ll keep them loyal to you, and your messages starred at the top of their inboxes. Everybody wins. 

Here’s a cool example of a company that does this well:

Qwertee email content example

Qwertee sends me an email like this every couple of months – AKA, whenever I haven’t bought a tee for a while. It works, too. I know that at some point I’ll probably want one of their tees again, as they make great presents (and occasionally have designs I can’t resist, either, like my beloved Aggretsuko shirt). I also know that I won’t get these subscriber-specific discounts if I stop receiving their emails, so I stay loyal to their brand to ensure I keep getting special treatment. Thanks, Qwertee!


2. Personalised or “emotional” emails


The average email open rate is around 20%, but if you personalise your email subject line, you can enjoy as much as 50% more opens! This is no small number, and makes it clear the impact that engagements of this ilk can have. By tailoring your emails to your subscribers, you’re essentially singling them out, making them more likely to click as they’ll feel your messages apply to them, directly.

You could put together tailored shopping suggestions, curate news for different facets of your readership and more: anything that shows you’ve put a bit of thought into your email content, and not just sent out a mass message that took twenty minutes to whip together.

The same effect can be achieved by simply making your messages more emotional, and less sales-led: giving your subscribers the impression you’re trying to connect with, as opposed to constantly selling to them.

Though this thoughtful stance of creating email content might take more time and effort, if the numbers are to be believed, the payoff is worth it. And you’ll look like a much nicer brand, too.

Here’s a cool example of a company that does this well:

nuud email content example

Though nuud hasn’t singled me out by name, here, the direct, emotional and totally non-product-related nature of this email puts it in a league of its own. So much so that I knew exactly which email to look for as my example for this point. I remembered it, out of the dozens of messages I receive every day. Which just goes to show how unique a character-driven email – particularly one without any perceivable agenda – can be. Good going, deodorant company.


3. Interactive and visual e-newsletters


Though juicy writing is a must for your emails, it’s just as crucial that you include other mixed mediums and interactive elements to generate clicks. A study from Campaign Monitor shows that 65% of users prefer emails to be mostly image-based, while elsewhere, it’s been said that videos can increase click rates within an email by 300%. The moral? Go a little less heavy on the wordage, and put more emphasis on other interactive elements, like the aforementioned videos and images as well as CTA buttons, GIFs and more.

Ultimately, you want your messages to be visually varied and interesting. Compelling enough to keep your audience coming back to your email content, and their interest in you high.

Here’s a cool example of a company that does this well:

Il Makiage email content example

This screenshot may look like a still image, but actually, the woman in the centre is a GIF. She’s applying her foundation showing the before and after effect of Il Makiage makeup, demonstrating how well the foundation works in a very convincing bid to get me to buy my shade. Because of its interactive element, I can see within seconds of clicking how effective the coverage is. A strong argument towards my purchasing it.


4. Exciting announcements and real-time updates


Similar to point number two, you need to prove to your audience that they’re not on the receiving end of an emotionless, data-driven email marketing strat. You should show them your brand has character. That you want to have a connection-driven relationship with them through your email content.

A great way to do this is by keeping tabs on real-time events – responding to important topical and cultural movements to, again, show your brand’s soul – and by sharing good news with your audience. The latter option can be anything from a new product (framed in an engaging way, prioritising connection and thoughtfulness) to changes at your company. News that applies to your readers, and serves to bolster your link by treating them as “insiders” to your brand.

Here’s a cool example of a company that does this well:

The Blurt Foundation email content example

This announcement from The Blurt Foundation is relevant to me, because they’re sharing a new product I may be interested in. What’s more, they’re communicating it excitedly – using a tone of voice you might use with a friend or someone you care about. This attitude is infectious and a great hype-builder – key to creating an effective announcement email that compels me to click.


5. Competitions and giveaways


Ah, the beloved giveaway. Is there anything more effective for encouraging activity around your brand? This medium has long caused shockwaves across digital – boosting brands’ reach, followers, impressions, clicks and more. The same positive effects can be seen in your stats when you include the mechanic in your email content, too.

Why? Simply, a competition is one of the clearest ways to make a consumer feel they’ll benefit from engaging with you. Also, they can be a great way to frame your brand as generous, interactive and considerate of their followers. Make sure not to overuse this method too heavily, though, to ensure that every time you do host a competition, it feels special.

Here’s a cool example of a company that does this well:

Nowhere Magazine email content example

Not only is Nowhere Magazine reminding me of their writing competition, they’re also offering a discount. It’s simple but has the desired effect, having inspired me and I’m sure many others to consider entering.


And one thing you shouldn’t do is…


Overuse words like “free”, “money” and “reminder” in your email subject lines! While it’s tempting to inject your email content with buzzwords that are popularly believed to generate interest, overdoing so could get your messages sent straight to your readers’ spam box… which is the last place you want to be. By all means, promote competitions and freebies, but be creative with how you frame them if you want results.


Up next → 4 must-know tips on writing the perfect email subject line (and why it’s important)

Posted By

Laura Demaude