Instead of confusing email subscribers with product features, highlight benefits

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2022, 4:50 AM GMT+0

Brand emails should be short, and help readers understand how the brand can help solve their problems.

Brand emails should not go overboard with explaining the features of the brand’s products or services. To engage audiences better, emails should help readers understand how the brand’s offering can benefit them and solve their issues.

Each paragraph in the email body should feature one idea. Presenting multiple ideas in a single paragraph can make it difficult for audiences to read and understand the email. Additionally, brand emails must be optimised for reading on mobile devices.

While it is important that marketers write attention-grabbing subject lines, it is equally important they ensure the body of the email matches the subject line. The main body of the email should feature headers that allow the readers to skim through the content.

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