While email marketing isn’t the newest or flashiest of marketing strategies, it’s one of the most effective. It allows marketers to reach consumers where they spend most of their time—their inboxes. What’s more, it enables businesses to keep customers informed and connected. However, that’s not to say that email marketing is easy.

Today’s consumers are being bombarded with hundreds of emails a day, most of which end up in the junk folder. Marketers have to find a way to create an email campaign that’s compelling enough to break through all of the noise and grab consumers’ attention.

Plus, it’s such a large part of any B2B marketing strategy that it’s easy to fall into a groove when you’re sending weekly newsletters or several different types of campaigns regularly. Sometimes it might help to take a step back and re-assess the basics to make sure your messages make sense.

Before you hit the “send” button, review the following checklist:

1. Is Your Subject Line Compelling?

When your reader opens their inbox, the first thing they see is your subject line. If your subject line fails to capture their attention, then your message will undoubtedly find itself in the trash bucket. There’s a lot that goes into creating a catchy subject line. First, make sure that it’s relevant. Next, find a way to personalize the message, perhaps by using the reader’s first and last name. Finally, promise something of value or create a sense of urgency. Most emails – whether B2B or B2C – contain a promotion, offer, or some sort of incentive to the reader.

2. Is the Content Valuable?

Now that you’ve gotten the reader to open your email, it’s time to deliver on your promise and offer up valuable content whether it’s a free white paper, your latest ebook, or a free subscription. When writing the actual email copy, think like your potential customer and write in the second person. Using words like “you” and “me” is the simplest way to give your email a more personalized touch.

3. Do You Have a Strong Call to Action?

Besides a compelling subject line, a call to action (CTA) is perhaps the most important part of your email, as it indicates what action the prospect is supposed to take. To create a strong CTA make sure that it triggers an emotional reaction or sense of urgency. What’s more, make sure that it’s visually striking and located in a spot that’s easy to find.

4. How’s That Landing Page Look?

To create a cohesive online experience for your customer and reinforce your branding, your landing page, or web content link, should visually match your email campaign. You don’t want your email design to be in one template and color scheme and have your website have a completely different look. If your landing page has a very different look and feel from your email, then your prospect may be confused and fail to convert. Not only should it match visually, but the copy should possess a similar tone as your email messaging.


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