THE BEST EMAIL MARKETING CONTENT IDEAS 2024

Find below the best email marketing content ideas for eCommerce, tech, small business and startups in 2024. The top email marketing content examples & tips in 2024.

Brought to you by Mau, a Senior Digital Marketing Specialist at eDigital. 

THE BEST EMAIL MARKETING CONTENT IDEAS 2024

You (the marketer) are already aware email is a convenient way for consumers to find out more about the brands, products and services they care about.

If you have assisted in one of my digital marketing strategy workshop, you also know that email marketing content is one of the most effective marketing tools to help your business either increase profits or boost brand equity.

Yes, that’s right.

The content you share on your email marketing campaigns (as any other marketing channel) must help you achieve your business objectives which are either to increase profits or boost brand equity.

According to the Direct Marketing Association, the average ROI of email marketing is around $44 for every dollar spent. I would not have thought it was that high but at least it gives you an indication email marketing still works.

Below are some of my top tips and best practices to help you create marketing emails that reach your audience (rather than ending up in the spam folder) and get opened, read, and clicked on.

Apart from some content ideas for your email marketing, you will also discover how to avoid spam filters, create trust, write effective subject lines, produce well-designed emails, and supercharge your call to action.

⚡️ Popular read > The best email marketing software – list

PLANNING YOUR E-NEWSLETTER CONTENT STRATEGY

The first step for your e-newsletter content strategy is to define how email marketing is going to aid in your customer purchase journey (cycle). As each customer buying phase might need a different type of email content.

You also want to define what type of potential and current customers deserve more email marketing priority. The below table can help you decide.

EMAIL MARKETING THAT SUPPORTS THE CUSTOMER PURCHASE JOURNEY

You want your email marketing to support your potential and current customers on their purchase journey.

CUSTOMER PURCHASE JOURNEY – FUNNEL

Category need > Brand Awareness > Brand Consideration > Brand Preference > Brand Trial > Brand Purchase > Usage > Review and Evaluation > Education > Loyalty > Advocacy.

Another visual way to understand your customer purchase journey is by looking at the customer purchase cycle wheel below…

All stages in the customer journey are important.

For example, a trial is a great strategy for customers testing new food and grocery products sold in supermarkets and retail stores. Companies use promotions across the whole year as Australia is the most promotional food and grocery market in the world, according to Nielsen, with an average of 35% of products sold at a discount between 2009-2019 with an average discount of 27%.

Below I will be adding a few examples for each stage…

EMAIL CONTENT IDEAS TO INCREASE BRAND PREFERENCE

You will also like > The best email marketing tip and trends

EMAIL CONTENT IDEAS TO INCREASE PRODUCT TRIAL

MENULOG ONBOARDING EMAIL EXAMPLE – FOOD DELIVERY APP

What we like:

• Use of the check/tick icons and the minimal use of text.
• Great use of the orange branded colour
• Great use of the blue button making sure is easy for the viewer to instinctively follow what to do next

What can be improved:

• The cover photo presenting the food is realistic but can be too messy for some viewers.
• The use of “We are committed” may sound cliche.

TIKTOK AUSTRALIA – EMAIL MARKETING CONTENT IDEA

DIDI AUSTRALIA – EMAIL MARKETING CONTENT IDEA

SEO POWER SUITE – EMAIL MARKETING CONTENT IDEA

TIKTOK FOR BUSINESS EMAIL – EDUCATIONAL CONTENT IDEA 

Create automated email reminders for clients to complete their account information  – Below is an example from Tiktok

GET YOUR SUBSCRIBERS A STEP CLOSER TO PURCHASE OR RE-PURCHASE

BING SEARCH ENGINE – EMAIL MARKETING CONTENT IDEA

The below email from Bing teases subscribers to go shopping for mothers day!

ROSETTA STONE – EMAIL MARKETING CONTENT IDEA

Rossetta Stone language app email entices subscribers to pay for six months and get an extra six months for free.

LOLA AND LAMAR – EMAIL MARKETING CONTENT IDEA

The below email from swimsuit fashion online retailer, the “Lola and Lamar” brand creates urgency by promoting a limited time offer.

LATER – “YEAR IN REVIEW” E-NEWSLETTER CONTENT IDEA – EXAMPLE

You can increase brand preference by reminding your customers about the key things you achieve during the year. You can see below how Later does this by sending out a nice “Year in review” design to all their customers…

PURCHASE EXPERIENCE

When emailing invoices to your customers you can also be playful or cheeky. why not!

CANVA EMAIL INVOICE SAMPLE

Canva uses nice visuals and trivia questions to engage its customers and keep them happy with the brand.

USAGE /EDUCATION STAGE – KEEP YOUR SUBSCRIBERS AND USERS INFORMED

TEEPUBLIC EMAIL REMINDER TO UPDATE ITEMS’ DESIGNS

ZAZZLE EMAIL TO KEEP CUSTOMERS INFORMED ON NEW USER AGREEMENT UPDATES

User Agreement update email example – zazzle

MAILCHIMP EMAIL CONTENT IDEA

Below is an email content idea from Mailchimp, helping their users figure out what campaigns they can create landing pages for.

MAILCHIMP – EMAIL MARKETING CONTENT IDEA

In the below email from Mailchimp, there is only one call to action…

ADVOCACY STAGE – CONNECT WITH PASSIONATE LOYAL CLIENTS

You can use email marketing to get your most passionate and loyal customers to talk about you.

WAVE – EMAIL MARKETING CONTENT IDEA

Below is an email example from Wave inviting their users to share their ideas and input to help improve their service…

REWARD STATE – INVITE CUSTOMERS TO PROMOTE YOU AND EARN WITH YOU.

UNBOUNCE – EMAIL MARKETING CONTENT IDEA

Below is an example email by Unbounce via their affiliate platform PartnerStack inviting users to become affiliates.

TRIP.COM – EMAIL MARKETING CONTENT IDEA

Below is an email content example when presenting or introducing your rewards program to your valuable clients. The online travel publisher is trip.com

OTHER CONTENT IDEAS FOR YOUR EMAIL MARKETING

• Tent-pole event content: content that focuses on key events (pre-during-post event content pieces) that draw the right kind of people towards your business.
• Reactivation/ win back: a popular strategy used in conjunction with an offer.
• Welcome series for app or product: you can use a drop-in email series to promote the benefits of your new app or product, this way it is easier for readers to digest your USPs (Unique Selling proposition).
• Extra value: You just bought this, what about getting this for only…
• Training: you can either send emails with tips on a specific topic or invite people to your training sessions.
• Customer insights: your customers would appreciate if you also share other customers’ stories. Media (journalists) might also be interested in picking up stats you might have about the usage of your service/product.
• Best articles or blog posts of the year.

• Sharing/advocacy action: Social Participation or Community Outreach programs are a great content piece you can promote via email marketing.
• Popular blog posts that bring value to users. You can schedule an automated email to your subscribers about these “evergreen” tips you have written in your blog. The example below is for the Asana project management tool.

• Anniversaries: why not tell your customers you have made it to 1 year, 5 or even 50 years. That’s an interesting way to demonstrate your business is here for the long run.
• Automation: used when customers buy new products and ensure people get information to give them peace of mind ( approx delivery dates, etc).
• Alerts emails: a great way to ensure your customers do not miss a great offer or event.
• Confirmation emails: Send an email to your website visitors every time they have completed an action i.e: fill in the contact form, subscribe to your e-newsletter, buy from you, etc.
• Sorry: Apology is a great way to show your brand is transparent. Never be scared to acknowledge mistakes and promote the actions you are taking to minimise future errors.
• Introducing a new product. You can use your email marketing to soft launch the introduction of a new product or service to your customers and/or subscriber.

• Forwarded email: Did a provider or a partner email you something extremely interesting that you would love to share with your audience?

E-NEWSLETTER IDEAS AND TIPS

• Reduce the hard-selling tone and focus more on the experience and benefits your customers are getting from engaging with your business.
• Set a consistent cadence (frequency): even if you commit to sending an e-newsletter every two months, stick to it. Email recipients will recognise they hear from you every two months.
• Limit your key messages to a maximum of three messages as you have a few seconds to get your readers to click through.
• Use visuals: visuals convey messages 60k times faster than only text. Ensure your messages have a nice visual using your brand colour palette if possible.

Final tip: Send your EDM on the best day at the best time

According to a HubSpot report, Tuesdays at 11 am are the best times to send out emails and if you happen to send out an email during the weekend, the best time is Sunday night.

Marketers are also reading: poor email marketing examples that went bad.

CONCLUSION

Follow the above best practices and your emails will not only have the best chance of landing uninterrupted in your recipients’ inboxes, but also of getting opened and read. Crafting useful and compelling content does take time and effort but get it right, and you’ll be rewarded with increased sales.

eDigital can help you conceptualise, plan, develop, run and optimise successful digital marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

• Strategic planning for social media and other digital marketing channels.
• Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
• Training: social media marketing training and digital marketing training. 
• SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
• Celebrity and influencer marketing campaign strategy. 
• Brand development. Logo creation, brand personality development and design of marketing materials.
• Consumer contests/competitions/giveaways.
• Email marketing. Dip sequence design and deployment. 
• Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Next > The best content marketing tools – list

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THE BEST EMAIL MARKETING CONTENT IDEAS IN 2024

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