Content Email Best Practices

Andre Larsen
Andre Larsen
  • Updated

Get the most from Content Emails with these best practices.

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Message Curation

Think about what you are asking your audience to do. What kind of reaction are you looking to drive from your content emails? A lot of this happens during the content curation process before the content email is even crafted.

Learn how Vidyard uses storytelling to Drive a Consistent 75% Content Email open rate.

Use these questions to craft your emails and amplify your company’s culture.

  • Why should your audience open and read?
    • Share exciting, new, or interesting news that gives your audience industry value. 🀩
    • Make it timely and memorable with names, occasions, and/or stories from teammates.
  • Engage on a social network's post
    • Ask your audience to β€˜show some love’ πŸ’— to the posts they like and want to see more of...
    • Invite them to ... β€œDrop a comment belowπŸ‘‡πŸΌβ€
    • Highlight some of the frequently asked questions within your departments πŸ‘©πŸ»β€πŸ« πŸ’«
  • Share and ask
    • What were your biggest takeaways? 🀯
    • Who do they know that might benefit from reading it? πŸ€”


When you send the email is just as important as what the email contains. CampaignMonitor collected data from millions of emails used on their service. They put together the best day as it pertains to data collection.


Here are our best practices.

  • Best to utilize Delivery Auto Pilot after a few Content Emails have been sent to ensure accurate read times.
  • Featured articles are best for non-recurring Content Emails.

Subject Lines

A great subject line will entice your audience to open, read, engage, and share your content.

  • Keep your subject line to 41 characters, maximum allowed is 70 characters.
  • Ensure recurring Content Email subject lines stay fresh by occasionally updating them.
  • Use emojis πŸš€πŸ’ƒπŸ•Ί, #Hashtags, or ask a question! πŸ™‹πŸ»β€β™‚οΈ

In the examples below, notice the use of one or two emojis and how they draw the eye, implying a sense of friendliness. Emojis can increase your open rate but be careful to overuse them. If overdone, emojis can make emails appear spammy.

  • πŸŽ‰ Your weekly social media content is here! πŸ’»
  • Thank you for being an advocate for our brand! πŸ™πŸ€©
  • [Company] -- 60 Seconds of Social πŸš€
  • Social Shares: Why Should Businesses Choose [Company]?
  • Week of May 24th πŸ—£ Social Shares: Let's Talk Cybersecurity πŸ”
  • Remember when you signed up for EveryoneSocial? We miss you ❀️
  • [Event or Conference name] … that’s a wrap! 🎬

Email Content

  • Use plenty of images with your content. Content-heavy emails tend to have a higher spam score.
  • Timeline and Group content are user-specific and best when you want to customize emails for each reader.

  • You can select up to 10 articles, but we recommend about 3-5 per email as a best practice with a mix of content types.

Banner Images

Banner images in your Content Emails can be used for more than just branding. We recommend including hyperlinks within your banner image so you can entice your readers to click and follow.

Banner image use cases include

  • Direct traffic to the company website
  • Take a Survey
  • Invite peers to your EveryoneSocial Workspace

Footer Messages

  • Footer Messageβ€”The footer message appears at the end of your email. Clients use this to add an outro message (e.g., "That's all folks!") to legal disclaimers.
    • Example footer messages
      • questions to ask your team
      • What were your biggest takeaways? 🀯
      • Who do they know that might benefit from reading it? πŸ€”
      • What would you like to see more of?

Check out our Content Email Examples.

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