The modern customer wants to do their due diligence and understand the product they are buying. We want to remove as much friction as possible for them in that process. The content that wins will do two things:
- Educate the customer on a problem, a process or a solution.
- Position your product as the solution.
If you can do both, you’ll guide your customer to making the right solution, and earn trust points in the process needed to make a buying decision.
When it comes to ecommerce email marketing, fresh, diverse content is key to keeping your subscribers opening, clicking, and buying. Too many brands rely solely on discounts and generic “shop now” emails, which quickly leads to fatigue (and unsubscribes).
Instead, here’s a powerhouse list of 10 types of content that can form the backbone of your campaigns. These ideas build trust, educate, entertain, and ultimately drive more sales — without feeling like constant sales pitches. Prioritize answering objections in your emails. Format your emails in a way that addresses common objections.
📌 Macrotopics vs Microtopics
You can find thousands of quick and eaily digestible topics within your one product/niche. Find your large overaching topics and create microtopics off of them. Then create single emails about each one.E.g. if you sell protein supplements, and one thing you want your customers to know is that your products are created from organic ingredients, that’s a microtopic. A macrotopic would be everything we have in our supplement, while a microtopic is the fact that we use organic ingredients.
Supplement Brand Microtopic Example
Supplement Brand >> Macrotopic 1: Building muscle Macrotopic 2: Burning Fat Macrotopic 3: Diet Macrotopic 4: Overall Health
Macrotopic 3: Diet
Microtopics:
- Best foods for dieting
- How to know if you should diet
- Best workouts while dieting
- Best supplements to support dieting
- Hacks for dieting
- How to lower your appetite naturally
- Ingredient xyz highlight
✅ One benefit of a product feature
Focus on a single benefit of your product and what it brings to the customer. You should be able to come upwith 10+ of these singular benefits for each product in your store. You can repeat these campaigns. By highlighting one benefit, we make it easier for the customer to remember what we want to say. Write out 10 benefits and create singular emails about each benefit.
✅ A feature of a product
Spotlight one product feature in detail. Your features are what makes you claim in your email that your product is unique. For example, all protein powders have the same benefit, which is to build muscle. But the features of your protein powder is what makes your product unique.
People also want to know what is in their product, especially if it is a health product. You can also focus on features of a clothing product, e.g. you can focus on how much space a pocket has. Write out every ingredient or material in your product. Each one of those can be a singular feature that you highlight.
✅ FAQ
This email helps overcome objections that are silently killing your conversions. Most consumers won’t email to ask, they’ll just bounce. Answering FAQs directly addresses hesitations, builds trust, and clears the path to purchase. It also shows that you’re a transparent brand that knows what customers care about.
Address 5 common question your customers have about your product, and address them in the email. What may be common sense to you may not be common sense to the customer. You can have FAQ emails that tackle objections head-on and answer multiple questions if the answers are short and quick. For longer ones, you can create single emails out of them. Gather data from your support team that they get questions about.
✅ What’s Inside
If you sell a package deal or have a consumer good, explain everything that comes with an order. Example: your ingredients. People want to know what they’re putting inside their bodies. It will help clear out the uncertainty that someone may have about ordering. Some brands will give away free product guides, but don’t tell their customers about them. This can be a nice bonus to get people over the edge.
Unpack everything in your bundle or product and display it in a list format. Make sure it is easily skimmable and digestible. Example: Unboxing AGI: There’s so much to look forward to in your free Welcome Kit. And then present images of what the customer gets along with descriptions. Or. 7 super ingredients that heroically protect and defend paws.
- Show your audience exactly what they’re getting.
- Whether its ingredients, materials, or items in a bundle, transparency builds trust and makes the offer feel more tangible and valuable.
- Perfect for skincare, CPG, supplement or bundle-based brands.
✅ How It’s Made
An email explaining the creation process of your product. For example, the behind-the-scenes process you use to create the product could be something that proves the quality of your product. This gives your product a story and adds background to the product. List out every step of your process from materal gathering to factory product, to warehouse to shipment. A powerful email that explains how your product is made will be very engaging to your customers and can get someone over the edge.
✅ How it Works
Purpose and Content
- Educate subscribers on how your product actually words, especially if it’s not instantly obvious.
- This reduces confusion, builds trust, and makes the customer feel confident taking the next step.
- Lay it out in plain English and visually show the ease or transformation.
✅ How We’re Different
Purpose:
- Set your brand apart by clearly stating why you’re not like everyone else.
- Most consumers are comparing you to competitors. This email helps them choose you.
You want to clearly lay things out to show how you differ from your competitors to help them make their pick. The elephant in the room is that your customers are comparing you with your competitors to
ld go with your brand. Throw in some social proof and the discount if this is a welcome flow email.
✅ How to Use
This is an email that describes in a step-by-step process, how to use your product or how to get the best out of it. The best format to present this is a YouTube video which you can include in the email. You can also use clear, high quality images that makes it very simple for the customer. We want to be as clear as possible about our products.
By laying out steps of how to use our product, the customer can see how easy it really is. If not, we leave it to their imagination, which has been known on overcomplicate things. We remove all uncertainty by explaining how to use it. If it is clothing, the email can be titled, “How to Style XYZ” or “How to Get the Most Out of Your Perfume.”
✅ Back in stock
If you have a product back in stock, create a full email or two about it. Even if you don’t and just got some more product in, use this angle of Back In Stock to get more sales. If something is back in stock, it means it went out of stock because it was popular. And that means it may go out of stock again: Urgency. This angle mixes popularity and urgency at once.
Example: “It’s back! Our viral leggings have finally returned.”
✅ Trending
A feature email on your products that are performing well. People like to always be updated about the newest trends and popular products. Future trending works better than past trending: Here’s what’s going to be trending for the summer >> Here’s what was trending last summer. You can created curated product sections for the customer.
Example: “These are flying off our shelves — see why everyone’s obsessed.”
✅ Reviews / Testimonials
You should always have at least one filler email inside your welcome flow.
Purpose:
- Reinforce trust by showing proof from real customers.
- This reduces friction, validates your claims and pushes the subscriber closer to conversion.
- Don’t do more than 1-3 testimonials in an email to avoid overwhelming the customer.
Pull reviews from your site and products and create an email featuring them. They prove you’re a legit brand, and show that other people are fans. Humans like to follow the herd. Pull testimonials that address an objection the customer may have. General testimonials won’t do much. E.g. “I struggled with acne for so long, but this product is so light on my skin” You can even take social media comments and integrate them in. Example: “Why 10,000+ shoppers swear by our weighted blanket.”
Make sure you take time finding your testimonials. They need to overcome objections within them. Take time to find your good testimonials, because they’re going to do the selling for you.
✅ Us Vs Them
An email comparing you vs your competitors clearly laid out. Display things superclearly for your customer. Display the facts and show how you differ. This will help them choose you over them. use a table comparing you as a competitor.
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