Utilizing the benefits of a modularized template for your campaign planning, design and code allows for better management of your overall content workflow. Your framework acts as a model and you begin to better visualize your campaigns and develop a set of guiding principles to focus your content production around.
Tips to writing good copy
Ensure content is relevant to the reader and consistent to your central message
Don't advertise right away, start your email conversationally
Include valuable information, links to useful articles, etc
Create a hierarchy that makes the email easier to read through using headlines and subheads
Prioritize content with most the important info at the top
Break content areas apart with graphics, images and call-outs interspersed throughout
Ask for feedback from time to time to show you value your reader's input; consider an online survey tool to gather data
CTAs include buttons, links and highlighted text that give the reader an action to take.
Use clear and concise text
Have them relate to the goal of the campaign
Don't have too many in a single campaign
Make them stand out
Going further with your content
Ways to personalize emails, normally by using variables/fields from list data.
Use reader's name
Based on reader's recent behavior
Use location-related data
Show/hide specific content areas based on data, using advanced techniques
For further personalization, translate your content into multiple languages.