What is Email Content? Definition, Types & Examples

Oct 25, 2022 - By Camilla Mackeviciute

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Most businesses understand the importance of sending regular emails to their target audience and subscribers, but very few know what email content entails.

So, what is email content?

This article provides a good and precise definition, types, and examples of email content, to help you understand how to use it to take your business to the next level.

Please keep reading to learn more about this critical component of your email marketing strategy.

What Is Email Content?

The email content is a message sent to a customer, prospect, or subscriber’s inbox using an automation platform, a dedicated email builder, or personally. It includes new product announcements, promotions emails, or weekly or monthly newsletters.

It is an integral part of email marketing because it consists of any message relayed to a customer or prospect throughout the customer lifecycle.

The length of the content varies based on whether it is an auto-reply or a fully-fledged newsletter.

Also important is the level of design included in crafting relevant content. Generally, it should be 50 words for short-form emails, 100 words for standard emails, and 150+ words for long-form emails.

Insights on Email Content for Business

In addition to advertising, email content is an astute lead generator and brand builder.

For B2B engagement, it can drive traffic to your website and any other relevant marketing platform and help you experience immediate improvement in business and enjoy long-term gains.

However, marketers should be careful to keep the Email’s subject line and messages within context. That would make the news relevant to customers and likely receive a positive response.

In short, effective email marketing involves stepping into the subscribers’ mindsets, meeting them at every stage of the customer journey, and paying attention to their cultural narrative.

Therefore, email content requires smart copywriting that can recognize all its facets.

So, if you have a product to push and customer relationships to nurture, you’ll benefit from an email campaign.

Here is how a marketing email can help you drive your business forward:

  • Driving Leads and Sales: Promotional emails effectively push new products, content, and offerings. Combining professional creative design and astute marketing strategies makes it possible to convert leads into customers via Email.
  • Customer Retention: You can maintain a friendly conversation with your customer and build confidence and trust through email messages. Engaging subscribers in that manner reduce customer turnover and increases your business cross-sell/upsell potential.
  • Promoting Brand Values: What values does your business stand for? Emailing is an effective way of sharing your mission/vision in alignment with the brand.

5 Elements of Effective Email Content

Here are five elements to focus on in your emails to help you get the best results:

Catchy Subject Lines

Subject lines are the most crucial aspects that determine whether or not a recipient will open your email. If they’re boring, chances are your emails will go unread — even if you have an excellent deal.

Here’s an example of a catchy subject line from the Uber email below: 

“Enjoy 20% off, Smiles Davis, just for you.”

Image source: Uber

You can see that Uber has included the subscriber’s name and a special offer to entice the recipient to open the email.

Email Preheaders

Email preheaders are the previewed text displayed under the subject line. Think of them as the subject line’s sidekick. 

The headers help you expand on your subject line and capture the reader’s attention, further persuading them to read the whole email. 

When writing your preheaders, stick to the standard character count of about 100 characters or less. Like subject lines, they should be short and sweet.

Good Email Design Practices

A good, responsive design is critical to any effective email marketing campaign.

If you haven’t designed any emails before, the interface can be pretty overwhelming initially. But that’s okay because Sender’s Drag & Drop editor is user-friendly and feature-rich. 

You won’t need any HTML knowledge to use the editor. Just choose a pre-made template with custom fields and personalize it with elements like tags, images, videos, and text. You can also add alt text to images in your emails and customize footers.

To design effective emails, implement the section blocks first, then add different elements. After adding the ecommerce blocks, insert the necessary content blocks and create a stunning newsletter. 


Scarcity and Fear of Missing Out (FOMO)

From limited-time offers to flash sales, the scarcity principle always triggers FOMO and attracts more consumers. FOMO is common among online users, and you can leverage it in your emails.

For example, you can show a countdown timer to let customers know that your deal is only available for a limited time. It’ll encourage users to take action before it’s too late.

GIFs or Images

Adding emojis, images, or GIFs in your emails is an excellent way to respond to your recipient’s visual nature. One of the best ways to incorporate images is to highlight your service or product. 

Check out the example below from Casper:

Image source: Casper

It features a custom image that reaffirms the occasion — the company’s fifth anniversary — and reminds customers of the brand’s main product (mattresses). Such a valuable image gives customers a reason to shop.


Personalization is crucial to any successful email marketing campaign because readers want to feel like you’re speaking directly to them. It makes your message more special than if it was addressed to everyone. 
So, segment your email list to create a more personalized email based on your audience’s interests.

Different Types of Email Content-Format

For different email content marketing formats with more examples, businesses can use to reach out to their customers, prospects, and subscribers. The following are the most prominent:

1. Newsletter Content

Newsletter content is dynamic and can simultaneously cater to different segments of your audience.

You can use it to expand horizons beyond advertising, providing your audience with the other side of your business. Besides, newsletter content is effective in direct marketing for new products.

You can reach out to prospective customers through an advertising campaign and even make a special offer in a weekly newsletter. You can easily capture your readers’ interests and lure them into reading the content with lucrative offers.

2. Email Marketing Content

Email marketing refers to using mail to promote your products and services.

You can inform the people on your mailing list about new products, services, and discounts through email marketing content.

It is also a professional way of educating your customers about your brand value. Ultimately, email marketing should improve your customer numbers, increase engagement, drive sales, and eventually, the return on investment (ROI).

3. Dynamic Email Content

The dynamic email content is the part of a message that changes according to data such as user behavior.

An emailer uses the content to create personalized emails by segmenting the audience based on age, gender, location, and other characteristics.

A company can give its subscribers a more personalized experience through dynamic email content. It not only makes an email blast possible but wins over the potential customer and helps you beat the competition.

4. Interactive Email Content


Image source: SpiritHoods

Interactive email content has specific functional elements (such as GIFs) in the email body that let users engage with the email. When users click on the elements, they can be directed to add products to their shopping cart, complete a survey, or rate services.

The main goal of incorporating interactive elements is to boost email engagement since interactive content encourages people to continue communication.

5. Automated Email Content

Image source: Jeni’s

Email content automation helps you pull information from your database, website or feed directly into an email. That way, you don’t have to manually copy-paste the plain text, check, format, and update the email content. This saves a lot of time, especially for large businesses that operate at scale.

For example, if you have a bi-weekly email with a list of ‘new in’ products, it would take a lot of time to manually source the latest products, test, and get the email approved. 

Creating two emails with new products can take a lot of time when you approach it on a per-email build basis. But with automated email content, you can automate these emails and spend your time on other important marketing strategies.

6. Ecommerce Email Content

Image source: Warby Parker

An ecommerce email has the usual promotional emails and transactional emails. 

Promotional emails let consumers know about your latest offers and product lines and stay in touch with them. 
Transactional emails are automatically sent after a transaction occurs on your ecommerce website. They include delivery notifications, order confirmations, and receipts of payment. These emails are essential for maintaining customer relationships since shoppers expect to be notified when they make an online purchase.

Email Content Examples by Email Type

We’ve compiled a list of effective email content examples to inspire your next marketing campaign and ensure you send emails worth your subscribers’ attention and time.

Dynamic Email Content Example from Strava

Strava is a fitness tracking company that reaches out to its customers with personalized emails with monthly activity stats. It keeps its subscribers list on track to meet its fitness goals.

Here is an email from Strava showing a customer’s fitness achievements:


SOURCE: Strava

Email Content Example by Netflix

The video streaming uses email content to encourage its subscribers to watch more of its series. Email campaigns from Netflix are personalized and based on user preferences.

Here is an example of email content from Netflix:


Email Content Example by Uber

In this example, Uber uses a straightforward but tasteful email marketing campaign. It has concise text that takes readers straight to the point with a clear CTA.

Subscribers can skim the message and still get the gist of the message.


Email Marketing Copy Example by Headspace

Headspace provides guided meditation via an app. Content marketing emails have precise text and pictures that draw you toward performing the action required of you.

The minimal content is perfect for customers without time to read a loaded message.


Email Marketing Copy Example by Starbucks

Starbucks always gives its readers reasons to engage with their content marketing emails. You can do the same with your customers. With Starbucks, you’ll buy your half-off Frappuccino, no questions asked.


Email Newsletter Article by Buffer

Buffer does an excellent job of keeping its newsletter concise, allowing readers to get the information they need with a quick skim. They recognize that readers want to keep up with the ever-changing social media landscape, so the brand discusses the latest news and trends.


Image source: Buffer

Because of its simple and organized structure, the newsletter is jam-packed with information without feeling overwhelming.

Ecommerce Email Content by Rover

Rover, a dog-walking app, uses a playful holiday-related email to convey the Halloween spirit that inspires people to dress up in outrageous costumes and pull pranks. 

In this email content, the brand encourages dog owners to treat their pets with themed toys on “the spookiest night of the year.” 


Image source: Rover

5 Types of Email Content to Send Your Audience

Email content can be of various types, depending on what marketers wish to accomplish. Understanding these email content marketing types can help improve your B2B brands by providing a better-targeted, well-written message.

Here are five types to send to your entire list:

1. Welcome Email

Most customers and new subscribers expect a welcome message soon after subscribing or purchasing.

While welcome emails have the highest engagement and open rate, the content needs to be top-notch to mesmerize the potential customers.

So, instead of blasting your customers with the one message, observe the following guidelines when creating content:

  • Create emails with Customized content on whether the sign-up was via social media pages, website, or they bought something
  • Send announcements with relevant subject lines and content messages based on what the customer purchased
  • Provide subscribers with opportunities to learn and buy your products in your email content
  • Focus on what your company can do to help your customers achieve something

Also read: 25 Attractive Short Welcome Messages for Customers

2. Promotional Emails

Did you know that growing customer awareness of the pesky nature of promotional emails can drastically reduce their impact?

The best marketing content strategy engages them more with information or ‘how-to’ content and a few promotions.

Astute marketers know how to get the perfect mix between content and promotions. For example, while the focus can be on a special offer, they highlight the request with a clear CTA and not the content.

Once you have made the offer, you can follow it up with additional free content supplementary to the proposal. With that, you would push the customer closer to a conversion soon.

Also read: 5 Powerful Promotional Email Examples

3. Onboarding Guides, Blogs

Do you have great content on your website? Why don’t you make it known to your email list as part of your content marketing strategy? For example, you may send blog solos highlighting individual blog posts.

Your email content may consist of a brief overview of the highlights of a blog post. Below it, you may include a CTA to draw subscribers into the rest of the blog.

Besides, you can send weekly newsletters or monthly content highlights with blog ideas, with which the email subscribers can interact.

It provides a beautiful chance to engage with the audience with onboarding guides and blogs and turn them into actual conversions in the reader’s inbox.

4. Product Announcements

With promotional announcements, you can keep your business always on top of the minds of your target audience by reminding them of your brand’s existence and informing them of the availability of new products.

With an eye-catching subject line, the content should be compelling enough to keep your readers interested in what you have to offer. If you can engage and drive a sales pitch from it, why not? Improving the content ability to engage both old and new subscribers alike is a plus.

5. Surveys and Feedback

While asking customers to provide feedback on your business makes your company vulnerable, it can provide valuable information to help you improve.

For example, it can help you understand your performance, how your company culture impacts existing customers, and the best ways to handle issues in the future.

You may also use surveys to conduct market research and gain insights into your customers’ needs.

That ensures that you no longer have to apply guesswork when dealing with your customers. So, don’t hesitate to send a short survey in the mail.

Also read: 11 Customer Survey Email Template Examples

Email Content Best Practices

When crafting content that hopes to get your reader’s attention, there are certain best practices you shouldn’t neglect to engage and inform your customers constantly.

Here are some suggestions:

1. Email Content Calendar Plan

It would help if you created a content calendar plan to guide you in your email marketing efforts. That will help you schedule emailing weekly, monthly, or as often as possible.

You can prepare a topic for the week, month, or period in question on your calendar. Once you have a plan in place, stick to it.

2. Utilize Consistent Branding

The excellent email content is one of the best ways to personalize communication with your audience. Therefore, it should project your brand voice more consistently.

Instead of focusing only on the content, try to always use a  branded email template with similar typefaces, colors, and signatories.

3. Apply Standardized Dimensions

It can be unclear for customers to receive differently-sized templates each time they get an email from you.

So, standardize your email templates to be visually appealing and give your customers satisfaction. The width should be 600 pixels to make your Email mobile responsive. While you can vary the length, could you not make it too long?

4. Avoid the Spam Folder

When you send an email, it’s subjected to a condition of SPAM-filtering tests to determine whether it’ll be delivered to the inbox. This may become a problem if you’re reaching out to customers or prospects and your messages are mistaken for SPAM.

To avoid this:

  • Only send emails to your subscribers (those who opted-in)
  • Avoid subject lines with spam trigger words
  • Monitor your spam score and sender reputation
  • Ensure you send targeted and relevant content

Move your Email Content to the Next Level

For an effective online marketing campaign, you need excellent email content.

Whether newsletter, email marketing, or dynamic email content, it can engage your audience and keep them interested in your company and products.

There are several must-send types of email content, including welcome, promotional, product announcements, surveys, blogs, and onboarding emails. Planning for email content regarding the topics to send at given intervals is critical.

If you’re looking for a powerful solution for moving your marketing means to the next level, consider Sender – the most affordable and easy-to-use email marketing platform, with all top-tier features, including email, SMS automation.

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