Design Guide: Text Content and Messaging

The first step to engage your subscribers is to understand them. Determine the type of audience that you have or want to have, and tailor your brand voice to resonate with them. Think about the kind of copy this audience is interested in, and the tone and method you should use to deliver the message.

Below, you'll learn some tips and tricks for targeting the right subscribers on your list with the right message.

Keep It Short

After a subscriber opens your email, they'll decide in seconds whether to read it. Keep your message short and to the point to increase the likelihood that subscribers will take the time to read what you have to say. If you can convey a paragraph of meaning in one sentence, use one sentence.

When you have a lot to say, make your content more digestible with these suggestions. No matter which options you choose, test your design to make sure they appeal to your subscribers.

  • Create Read More Links
    Provide a blurb of content that links out to the full content. A subscriber to scan the content and determine what they want to read more of.
  • Create a Table of Contents
    If you have many sections in your campaign, place a table of contents at the top of the email so users can easily see what is in the campaign. Each section title should clearly explain what content subscribers will read there.
  • Create a Series of Emails
    If you have several distinct messages to share with your subscribers, consider sending a series of emails. Dedicating a single campaign to each message makes it easier for subscribers to figure out the purpose of the email. You can create all the campaigns at once and schedule them, or set up an Automation Workflow if you're a paid user.
  • Format as a List
    If you have a paragraph with several important points, you might want to use a numbered or bulleted list. Lists are easier to scan than a large chunk of text. Create a list by clicking one of the list tool icons in the editor toolbar.

Organize Similar Subscribers

Sometimes messages are only relevant to a portion of your list. Instead of sending the same message to your entire list, use list data to create segments that filter out subscribers who don't meet set criteria.

For example, if you host a contest on your website to attract new subscribers, you can segment your list by signup source and target those subscribers for specialized email marketing and offers. MailChimp offers many segmentation options, including language segmenting, and segmentation by campaign activity, e-commerce data, and purchase history. View our full list of segmentation options to find a combination that best reaches your subscribers.

You can also use groups to organize subscribers by interests. Add subscribers to groups, or provide the interest options on your list's signup form so subscribers can choose which groups they want to be in.

To increase engagement, try segments and groups to test your campaign content in small batches of similar subscribers. Create groups in your list based on level of engagement, and test subject lines and campaign content to see what each audience is most interested in.

Share Your Content

Don't forget that your campaign message exists beyond the email inbox. Before you send your campaign, edit your campaign's Social Cards to include the main message from the campaign. When subscribers share your campaign, the information you set on  Social Cards appears on sites like Facebook and Twitter.

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