A new survey shows that B2Bs and B2Cs say writing relevant and interesting content is their No. 1 email marketing challenge.

It’s no secret email marketing drives lead generation programs for businesses all over the world. The ability to get branded messages in consumers’ inboxes presents opportunities for higher website conversions and stronger revenue streams. An April 2013 Economist Intelligence Unit survey of consumers in the United States and United Kingdom found that email ranked among the top outreach channels throughout the sales cycle, from introduction to post-purchase outreach. But that’s not to say creating custom content for email campaigns isn’t a challenge.

Ascend2 and Research Underwriters asked B2B and B2C marketers about their email marketing programs, looking to uncover the keys to success. Seventy-one percent of B2Bs and 65 percent of B2Cs credit higher content ROI to their creative writing abilities. When content engages and draws readers in, referral rates and conversions go up. However, the same survey found that creating relevant and compelling content to attract clicks is the No. 1 challenge among both B2Bs and B2Cs.

Marketers know they must craft messages that set their brands apart and offer insights that meet prospects’ immediate needs. While writing high-quality body text is essential for success, companies must first persuade leads to open emails in their inboxes, which puts even greater pressure on marketers to construct topnotch headlines.

Brafton recently reported on an Adestra report, which highlights keywords that drive brands’ email marketing results. For example, emails that use the phrase “Free Delivery” experience open rates 50.7 percent higher than average and show clickthrough rates approximately 135.4 percent above the norm. The report notes 287 key terms that produce high ROI for email campaigns.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.