How to Create Engaging Content for Your Email Campaigns

Email marketing is one of the most powerful strategies to get leads and capture potential buyers. With the average person receiving many emails daily, getting yours noticed can be challenging.

When it comes to email marketing, incorporating engaging content is crucial for capturing the attention of your subscribers. It is essential to craft content that stands out, resonates with your audience, and compels them to open, read, and interact with your messages.

In this article, we’ll explore the best content formats for email marketing. Also, we’ve curated seven practical steps to create engaging email marketing content that will leave a lasting impression on your subscribers.

The Best Content Formats for Engaging Email Marketing

Incorporating various content formats helps your messages stay fresh, engaging, and appealing to your subscribers. Here are some content formats you can include in your email outreach marketing or campaigns:

#1. Text-based Content

This is the most common type of content in email marketing. It includes well-written text that delivers your message, shares information, and encourages action. You can write your content directly on your email body or include a blog link for subscribers.

#2. Images

Including relevant and visually appealing images can enhance your emails’ overall look and feel. Images can showcase products, illustrate concepts, or connect with your audience emotionally. Just make sure to optimize the image sizes to prevent slow loading times.

#3. Videos

Videos can significantly increase engagement in your email campaigns. You can add videos directly to your emails or use a captivating thumbnail image with a link to a video hosted on a landing page or video platform. Videos can be explainer videos, how-tos, customer testimonials, or behind-the-scenes.

#4. Infographics

Infographics are visualization of information or data. They are great for presenting complex data, statistics, or step-by-step processes in a visually appealing and easy-to-understand format.

#5. GIFs

Animated GIFs can add an element of visual interest and grab attention. They are beneficial for showcasing product features, demonstrating functionality, or creating a sense of excitement. You can also use GIFs to show the brand logo.

#6. User-Generated Content (UGC)

User-Generated Content (UGC) is content customers create, such as testimonials, reviews, and ratings. Sharing those content in your email marketing can add authenticity and social proof. It can strengthen the connection between your brand and your audience. 

#7. Interactive Content

Interactive elements encourage engagement and make your emails more dynamic. Examples include interactive quizzes, polls, surveys, or interactive product catalogs. Interactive content can increase click-through rates and provide valuable insights about your subscribers.

Steps to Create Engaging Content for Email Campaigns

You can incorporate various content formats into your email marketing strategy. Ensure that the content is valuable and resonates with your audience and brand. To make your content engaging, here are some steps you can consider.

#1. Understand Your Audience

Before deciding on a content format and style, you must gain insights into your target audience. Understanding your audience requires you to delve into the target audience’s demographics, interests, preferences, and pain points. 

The audience insights help you tailor your content to their specific needs and interests. You can try several methods, including conducting surveys, analyzing analytics, and monitoring customer feedback. Take a look at the brief explanations:

Surveys: Conduct surveys or questionnaires to gather direct feedback from your subscribers. Ask about their interests, challenges, and what kind of content they want to see from you.

Analytics: Utilize analytics tools to gain data-driven insights about your audience’s behavior. Monitor key metrics, including open rates, click-through rates, and conversions, to understand which types of content resonate the most with your subscribers. 

Customer feedback: Pay attention to feedback received through customer support channels, social media, or product reviews. These sources provide valuable insights into the challenges and needs of your audience. 

Social listening: Monitor conversations on social media platforms related to your industry, brand, or relevant topics. Social listening tools can help you understand trends, discussions, and sentiments among your target audience. 

#2. Define Your Campaign Objectives

You need clear objectives that you want to achieve through email marketing. Having campaign objectives helps you align your content and messaging, including finding the best content format and style for your audiences.

Some of the most common campaign adjectives are generating leads, increasing sales, promoting a new product, and nurturing customer relationships. For example, to generate leads, you can focus on capturing your audience’s interest and encourage them to give their contact information.

In this case, offering valuable resources, such as e-books and exclusive content, can be a great option. Moreover, hosting a webinar with experts or influencers can also be an excellent alternative to attract people to join your community.

There are more strategies to align your content and campaign goals. For example, if you want to increase sales, include limited-time promotions or personalized offerings in your email. Meanwhile, sharing educational content and brand updates is excellent for nurturing existing customers and encouraging them to repeat orders.

#3. Plan Your Content Strategy

Another crucial step to creating engaging content is developing a content strategy. It outlines the types of content you will create (text-based, images, videos, etc.) and the topics you will cover in your email campaigns. 

A content strategy ensures that your content is aligned with your objectives and resonates with your audience. While constructing a content strategy, consider aspects such as content formats, topics and themes, tone and voice, and content calendar. Take a look at the brief explanations below.

Content formats: Determine which formats best suit your objectives and resonate with your audience preferences. Each format has strengths and can be used strategically to convey your message effectively. For example:

  • Text-based content: Newsletters, blog articles, or educational guides.
  • Images: Product photos, infographics, or visual storytelling.
  • Videos: Product demos, customer testimonials, or tutorials.
  • Interactive content: Quizzes, polls, or surveys.

Topics and themes: Identify relevant issues and themes for your audience and align with your brand. Consider what interests your audience and what kind of information or value they seek.

Tone and Voice: Define the style and voice you want to adopt in your content. This should align with your brand voice and personality and resonate with your audience—for example, energetic, professional, motivational, informative, etc.

Content calendar: Create an editorial calendar to organize your content creation process and ensure consistency. Plan your content, including the topics, publishing dates, and any relevant promotions or events. This helps you maintain a regular email schedule and avoid last-minute content creation.

#4. Focus on Engaging and Concise Copy

Short and straightforward content is best for email marketing. Most people skim through emails, so communicate your message clearly and concisely. Keep your copy brief and to the point. If you include a video, infographic, or other visual content, encourage subscribers to check out your content.

Make your email copy conversational by using a friendly tone that resonates with your audience. Imagine you’re having a one-on-one conversation with the recipient and focus on building a connection. Refrain from overly formal or sales language. 

Whether you create a written copy or use a video to deliver your message, highlighting the benefits of your content is crucial. Explain how your product, service, or information can add knowledge and solve their problems or improve their lives.

#5. Use Storytelling Method

Storytelling is a powerful technique to engage your audience emotionally and create a lasting impact. This strategy applies to any format, primarily if you use visual content like infographics and videos.

To incorporate storytelling into your email content, first, identify a narrative. Determine the key message or story you want to convey in your email. It could be a customer success story, a personal experience related to your product or service, or a relatable scenario highlighting the benefits or solutions you offer.

Continue with setting the scene. Paint a vivid picture in your subscribers’ minds by describing the context and setting of the story. Use descriptive and conversational language to make it more engaging.

It’s essential to develop and create an emotional connection. Tap into your audience’s emotions by highlighting the challenges, struggles, or desires that your story addresses. Connect with their aspirations, fears, or dreams to make the story more relatable and impactful.

Close your content with resolution. Present the solution or outcome that your product or service provides. Demonstrate how it helped overcome challenges or achieve goals and create a sense of trust and credibility.

Most importantly, invest in high-quality visuals to make engaging email content. Visual elements can enhance the emotional impact and make your story more memorable than a text block.

#6. Create High-Quality Visuals

In the age where attention span gets shorter, visuals can engage people more effectively than written content. We recommend using videos to deliver your marketing messages.

Videos have the power to communicate your messages compellingly. Besides, short story-driven narratives help your audiences to digest your message entirely, making your email campaign more effective.

Whether it’s a product demo, a tutorial, or behind-the-scenes footage, videos can captivate your audience and convey information effectively. Moreover, maintain consistency in your visual elements, such as colors, fonts, and logo placement, to reinforce your brand identity. 

#7. Make a Clear CTA

A clear and compelling Call to Action (CTA) drives engagement and conversions in your email campaigns. Use clear and action-oriented words in your CTA to prompt readers to take action. 

For example, words like “Shop Now,” “Download,” “Learn More,” or “Get Started” convey a sense of urgency and encourage immediate action. Also, ensure your CTA is concise and easy to understand.

Position your CTA where it is easily noticeable and accessible. Typically, placing it toward the end of the email or after providing the necessary information works well. However, if it suits the content and objective, you can also experiment with placing CTAs at the beginning or within the email.


Consider performing content testing to notice which content formats drive the most engagement and conversions. This strategy may require you to conduct A/B or split tests. You can monitor which content resonates best with your audience based on the analytics.

In conclusion, creating engaging content for your email campaigns requires a deep understanding of your audience, clear campaign objectives, and a strategic content plan. Also, you can captivate your subscribers and drive meaningful engagement by continuously testing and optimizing your campaigns.

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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