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Mastering email content in 2025: Strategies, examples & tips

Reading Time: 12 minutes

Email content is the core of any successful email marketing campaign. It acts as the bridge between your brand and audience, delivering messages that inform, engage, and convert. Composing compelling email content is more crucial than ever as brands compete for attention in overflowing inboxes.

Creating email content that aligns with your audience’s needs and preferences can help you build strong connections, fuel brand engagement, nurture leads, and drive sales. A well-crafted email content strategy can also improve customer loyalty and boost retention rates in the long run.

In this guide, we’ll discuss strategies, examples, and tips to help you improve your email content in 2025.

Try Omnisend’s customizable email templates today and create impactful email content that drives results

What is email content?

Email content is the material you include in an email message to communicate a specific message, engage your recipients, or prompt a desired action. It includes all written, visual, and interactive elements, like adding GIFs and videos, starting from the email subject line, body copy, and CTA.

Your email content can cover various subjects, including informational updates, promotional offers, or personalized messages.

Pretzels.com uses the perfect blend of text and visuals in its email content to engage its audience. The enticing image immediately grabs attention and stimulates appetite, while the customer testimonials provide social proof, building trust and credibility:

Key components of effective email content

Each section of your email should work together to engage your readers and encourage them to take the next step. Here are crucial email content components to include:

Subject line

Your subject line is the first thing your subscribers see, and a good subject line compels them to open your email. Personalize your subject lines and use numbers like “Three Easy Steps” or action-oriented words, such as “Grab This Limited-Time Offer” or “Unlock Exclusive Access,” to spark curiosity.

Preheader text

The preheader text appears alongside the subject line in most email clients. It acts as a teaser for your email content, providing additional context to your subject line or offering a sneak peek.

Body content

The body of your email should be clear, concise, and conversational. Use short paragraphs, bullet points, and headers to make it skimmable. Add value by offering tips, insights, or solutions to your readers’ problems.

Call to action (CTA)

Whether it’s driving traffic, encouraging signups, or boosting sales, a strong CTA ensures your readers know the next step. Use contrasting colors and actionable phrases like “Shop Now” or “Learn More.” Also, position the CTA in a visible and easy-to-find spot. You can experiment with several call to action examples to see which ones are best suited for your audience.

Footer

The footer provides critical business information, allowing recipients to easily contact you and manage their subscriptions. Provide your business name, address, and a customer service email or phone number. Include a privacy policy, terms of service, and an unsubscribe link.

Benefits of email content

A carefully crafted email content strategy can help you run more impactful campaigns and achieve your marketing goals. Let’s discuss the benefits of email content:

Enhances customer engagement

Email provides a direct line of communication to your audience, making it easy to personalize your email content for individual recipients. Here are some tips to improve your email content and increase engagement:

  • Incorporate interactive email content like surveys, polls, and countdown timers to invite readers to interact
  • Schedule your email content to capture your audience’s attention when they’re most receptive
  • Share valuable tips or updates to retain customers’ interest
  • Provide incentives such as exclusive deals, discounts, and rewards to encourage brand loyalty

Drives conversions

Well-drafted email content can guide your customers through the buyer’s journey, leading to higher conversion rates. You can design email content for specific stages of the buyer journey to ensure your message reaches the right audience.

Here are more ways to maximize conversions:

  • Run limited-time offers or exclusive deals to prompt immediate action
  • Use clear and well-placed CTAs to increase click-through rates
  • Use automated abandoned cart emails to nudge customers to complete their purchases

Boosts ROI 

Email marketing consistently delivers one of the highest returns on investment (ROI) among digital marketing strategies. According to a Statista survey, 52.8% of marketers reported that their email marketing ROI rates doubled in 2023, as shown below:

statista survey
Image via Statista

Email marketing’s targeted approach ensures that your content reaches the right audience at the right time, boosting the chances of conversions. What’s more, you can scale your email marketing strategy to target both small audiences and a massive base with minimal costs.

Increases customer retention 

Retaining existing customers is more cost-effective than acquiring new ones. Loyal customers already know your brand, eliminating the need for cost-intensive marketing efforts. Regularly engaging your audience with valuable email content, such as newsletters or updates, keeps your brand top-of-mind and increases repeat interactions.

Here’s how you can use email content to boost retention:

  • Offer rewards, exclusive perks, or member-only discounts to encourage repeat business.
  • Send re-engagement emails to win back customers who’ve become inactive
  • Send thank-you messages, product care tips, or upselling emails to enhance the overall customer experience and increase retention

Delivers tangible results

A key advantage of email content is how measurable it is. It provides clear data to assess your performance. Here are some of the metrics you can track:

  • Open rate: Indicates how many recipients opened the email, showing the effectiveness of your subject lines
  • Click-through rate (CTR): Tracks the number of recipients who clicked on links, measuring content and CTA effectiveness
  • Conversion rate: Reflects how many email recipients completed the desired action, such as making a purchase or signing up for a service

Examples of email content

You can send various emails, each serving a specific purpose in building customer relationships and driving engagement. Here are content email examples to inspire your campaigns:

Welcome emails 

Welcome emails are the first impression your brand makes after someone signs up for your mailing list or makes their first purchase. They introduce your brand, provide upfront value, and set the tone for future communication. Here are some best practices for writing welcome emails:

  • Send the email as soon as someone subscribes to capitalize on their interest
  • Start with a friendly and personalized greeting
  • Briefly explain who you are and what value subscribers can expect
  • Include a welcome offer, such as a discount or free resource, to encourage action

This email from Ecommerce Senders begins with a warm welcome and communicates value upfront by inviting readers to be on the lookout for monthly updates. It also introduces the three individuals behind the project for authenticity:

welcome email from ecommerce senders
Image via Really Good Emails

Newsletter

Newsletters provide regular updates about your brand, industry insights, or educational content to maintain ongoing engagement with subscribers. Here are some tips to get the most out of your newsletter email content:

  • Send at a frequency your audience expects, like weekly or bi-weekly
  • Share blog posts, news, updates, and exclusive content that aligns with your subscribers’ interests
  • Use a clean layout with high-quality visuals, such as images, icons, and dividers, for easy reading
  • Segment your audience and tailor your newsletters to various group preferences 

Here’s a visually engaging, informative, and well-organized email newsletter from Going. It provides clear and concise information about different types of holiday cards and their benefits:

going newsletter example
Image via Really Good Emails

Promotional emails 

A promotional email informs subscribers about special offers, discounts, new product launches, events, or other marketing campaigns. The goal of promotional email content is to drive conversions and sales. Include these in your promotional emails to make them stand out:

  • Make your subject lines engaging, concise, and personalized
  • Create urgency with limited-time offers and countdown timers 
  • Include professional images of the products or services you’re promoting
  • Incorporate customer reviews, testimonials, or trust badges to build credibility and trust

DesignModo uses eye-catching visuals and compelling limited-time offers in its promotional email. It clearly highlights the benefits of using Designmodo subscriptions and prompts quick action with a limited five-day offer:

promotional example
Image via Really Good Emails

Transactional emails

These emails confirm a transaction completed by your recipients, such as a purchase, subscription renewal, or password reset. Your transactional email content should be informational and service-focused to ensure customers receive essential updates or confirmations. Let’s explore best practices for sending transactional emails:

  • Send the email immediately after the triggering action to maintain relevance
  • Include all relevant details, such as order number, payment confirmation, and shipping information
  • Clearly outline what the recipient should expect or do next
  • Provide a way for recipients to contact you if they have concerns

Beefree sends a confirmation email with a prominent CTA guiding the reader to confirm their email address:

Image via Really Good Emails

Customer feedback emails

As the name suggests, you send customer feedback emails to request opinions, insights, or reviews from customers about your products, services, or overall brand experience. This email content is valuable for gathering feedback to improve offerings and enhance customer satisfaction.

Here’s what to include in customer feedback emails:

  • Clearly state why you need feedback and how you’ll use it
  • Send feedback requests shortly after a purchase or interaction
  • Keep surveys short and user-friendly. A simple star rating or multiple-choice format is ideal
  • Offer a reward for completing the feedback, such as a discount or coupon

G2 offers a $10 incentive to incentivize customers to review its software. The email also includes a visually appealing image to engage customers and a clear CTA to take readers to the next step:

customer feedback email
Image via Really Good Emails

Steps to create an email content strategy

Creating an effective email content strategy doesn’t have to be overwhelming. With a clear, structured approach, you can craft email content that aligns with your business goals and delivers measurable results.

Here’s a guide to developing your email content strategy:

  1. Define goals and objectives
  2. Identify target audience segments
  3. Plan content themes and formats
  4. Develop an editorial calendar for emails
  5. Integrate with other marketing channels
  6. Monitor performance metrics
  7. Iterate based on analytics

1. Define goals and objectives

Before getting started on an email content strategy, clearly define what you want to achieve from your email campaigns. Some common objectives include:

  • Driving sales or conversions
  • Increasing website traffic
  • Building brand awareness
  • Nurturing leads
  • Retaining existing customers

To give your strategy direction, make your goals SMART (Specific, Measurable, Achievable, Relevant, and Time-bound). For instance, instead of saying, “I want more subscribers,” set a goal like, “Increase my subscriber list by 20% in the next quarter.”

2. Identify target audience segments

Not every email will be relevant to all your subscribers. To maximize engagement, you need to identify your target audience. Segment your audience based on these factors:

  • Demographics (age, gender, location)
  • Behavior (purchase history, email engagement)
  • Preferences (product interests, content types)
  • Stage in the customer journey (new subscriber, returning customer, loyal fan)

Use this information to tailor your email content to meet the needs of your audience. Also, ensure the email content is relevant and appealing to each market segment.

3. Plan content themes and formats

Identify themes and email formats that align with your audience’s interests and your marketing goals. A mix of different email formats is ideal to keep your content fresh and engaging. Remember to keep the tone conversational yet professional. 

Here are some tips:

  • Use simple and clear language 
  • Address the reader directly using second-person pronouns 
  • Keep your sentences short and use the active voice

4. Develop an editorial calendar for emails

Maintaining a consistent flow of email content may be difficult without a schedule. An editorial calendar helps you plan, organize, schedule, and track your email content. Here’s how to create an organized calendar:

  • Choose your frequency — weekly, bi-weekly, or monthly
  • Schedule content themes for each email
  • Assign deadlines for content creation and approval
  • Map your content around key dates like product launches, holidays, or seasonal trends

5. Integrate with other marketing channels

Integrating email marketing with other marketing channels, such as social media, SMS, content marketing, or paid advertising, creates a more cohesive and impactful strategy. Here’s how to go about it:

  • Add sharing buttons to your emails to encourage subscribers to share content on social platforms
  • Use SMS to notify customers to check their inboxes for important details or offers
  • Include links to blog posts, videos, or other valuable content in your email content

6. Monitor performance metrics

Monitoring performance metrics provides valuable insights into how your emails are performing and helps you identify areas for improvement. You can use this data to optimize your email content strategy and drive better results.

Here are some key metrics to track:

  • Open rate
  • Click-through rate (CTR)
  • Conversion rate
  • Bounce rate
  • Unsubscribe rate

7. Iterate based on analytics

Let’s be real — your first email marketing campaign might not be perfect. However, you can leverage data from your previous campaigns to identify areas for improvement and refine your strategy. 

Here are some ways you can optimize your approach:

  • A/B test your subject lines, CTAs, and layouts to determine which versions resonate better with your audience
  • Analyze open and click-through rates to determine the best times to send emails
  • Monitor the performance of different email content formats to identify what aligns best with your audience’s interests

Making email content more engaging

You can transform your emails into compelling, interactive experiences with innovative strategies and modern tools. Here are some tactics to make your email content more engaging:

Use dynamic elements 

Plain text, no matter how well written or formatted, might fail to captivate your audience’s attention. Incorporate dynamic email features like images, GIFs, and videos to make your email content more engaging. These visual elements grab attention and make your emails more appealing and engaging.

Incorporate interactive features 

Adding interactive features to your content can make your emails feel more personal and engaging. They encourage your recipients to actively participate rather than passively consume information. Some interactive elements you can add include:

  • Polls and surveys
  • Buttons and clickable CTAs
  • Interactive carousels
  • Scratch cards and quizzes

Leverage storytelling techniques

A compelling story connects with your audience emotionally, making your message more memorable and impactful than straightforward facts or promotional content. Share customer success stories, behind-the-scenes glimpses of your brand, or even personal anecdotes.

Prioritize mobile-first designs for accessibility

With more people checking emails on their mobile phones, designing your email content for smaller screens is paramount. Use responsive layouts that adapt seamlessly to any device, keep text concise, and ensure buttons are easy to click to improve the user experience and boost engagement.

Creating engaging emails can be time-consuming. Tools like Omnisend simplify the process by offering pre-designed templates, drag-and-drop editors, and automation features. This tool allows you to focus more on crafting compelling content and less on technical details.

Exploring dynamic email content

Another way to create personalized and engaging experiences for your audience is through dynamic email content. Let’s discuss what it’s all about:

What is dynamic email content and how to use it

Dynamic email content refers to email elements that change depending on the recipient’s preferences and behavior. Instead of sending the same message to everyone, you can tailor your email content to resonate with each recipient’s unique interests or actions.

Here are some examples of dynamic emails you can leverage:

  • Personalization: Address the recipient by name in the subject line or email body, reference their past purchases, and suggest products based on their browsing history
  • Interactivity: Include elements like buttons, countdown timers, or quizzes in your emails to encourage customers to interact with your brand directly

Dynamic email content drives engagement by making emails more relevant and exciting. Here are some of its benefits:

  • Increases open rates 
  • Improves click-through rates (CTR)
  • Strengthens customer relationships
  • Boosts conversions
  • Reduces unsubscribes

Email content marketing automation

A content marketing email automation strategy involves leveraging tools and software to automatically send targeted, relevant emails to your audience. Instead of manually sending newsletters or promotions, email automation allows you to set up workflows triggered by specific actions, such as:

  • Signing up for your newsletter
  • Abandoning a shopping cart
  • Completing a purchase
  • Browsing a specific product category

You can set up complex email sequences to engage your customers at every stage of their purchase journey. 

Segmenting your audience allows you to send personalized email content that aligns with individual preferences. Automation, on the other hand, scales your campaigns by sending tailored emails to many subscribers without manual intervention.

Omnisend enables you to automate your email marketing campaigns and amplify your efforts with its pre-built workflows, performance tracking, email segmentation, and multichannel integration features.

Omnisend for superior email content strategy

Omnisend is a comprehensive email marketing automation platform that simplifies your marketing efforts while maximizing your impact. It offers resources to engage your audience effectively and deliver targeted, high-quality campaigns. 

This tool stands out because of its comprehensive suite of features. Here’s what you can expect when you integrate Omnisend into your email marketing content strategy:

  • Advanced segmentation
  • Automation workflows
  • Drag-and-drop editor
  • Multichannel integration
  • Detailed analytics and reporting

Here’s how Omnisend improves your email marketing efforts:

  • Increased efficiency: Automation and pre-built workflows reduce manual tasks, giving you more time to focus on strategy
  • Enhanced personalization: Segmentation lets you deliver messages that truly resonate with your audience, driving higher engagement and loyalty
  • Improved ROI: Omnisend helps you maximize conversions and revenue through enhanced targeting

Creality used Omnisend’s automation workflows to recover abandoned carts. Within a year, the brand reported $588,000 in sales and a 54% increase in repurchase rates.

Learn more: How Creality recaptured abandoned carts and increased repurchase rates

Conclusion

Strategic email content captivates your audience, drives engagement, and boosts your ROI. The key to developing an impactful email content strategy lies in understanding your audience, tailoring your content to their needs, and consistently delivering value.

Adopting the strategies and best practices discussed in this guide allows you to develop lasting relationships with your customers and achieve your business goals.

Ready to take your email marketing to the next level? Omnisend provides all the tools you need to create, automate, and optimize your email campaigns.

Get started with Omnisend’s pre-built email workflows today and create content that drives sales

FAQ

1. What is an example of email content?

Email content includes welcome emails, newsletters, promotional offers, or customer feedback emails. For instance, a promotional email might highlight a limited-time discount with a catchy subject line, a friendly greeting, clear product images, and a bold call to action.

2. How do you write engaging email content?

To write engaging email content, focus on the following:

— Craft a compelling subject line
— Personalize the message
— Include a clear value proposition
— Use clear, concise, and conversational language
— Incorporate a clear and direct call to action
— Break up text with visuals

3. What are the main parts of an email?

An email typically includes a subject line, preheader text, the main body (content), a call to action, and a footer. The footer contains contact information, social media links, and an unsubscribe option. Each part plays a role in attracting attention and driving engagement.

4. What is an email marketing strategy?

An email marketing strategy is a structured plan for using email to connect with your customers and achieve specific business goals. It involves identifying and segmenting your target audience, setting goals, creating personalized content, scheduling campaigns, and analyzing metrics for continuous improvement.

Milda Bernatavičiūtė
Article by

Milda is a Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.