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The Straight Scoop On Email Creative That Converts


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Whether it’s for ABM, lead nurturing, or sales outreach, email is still the workhorse of modern B2B demand generation. And no matter how sophisticated your tech stack, how finely tuned your list, or how compelling your content, email creative still matters.

What’s working today in email creative? Hear practical tips and proven strategies for email success, leveraging examples of real-world email campaigns: the good, the bad, and the ugly.

Published in: Marketing
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The Straight Scoop On Email Creative That Converts

  1. 1. #B2BMX The Straight Scoop on Email Creative that Converts Howard J. Sewell Spear Marketing Group
  2. 2. #B2BMX § Introduction § Key Principles of B2B Email Creative § 15 Emails in 15 Minutes § Key Takeaways § Additional Resources § Q&A Agenda
  3. 3. #B2BMX § 30 years in B2B marketing and demand generation § President, Spear Marketing Group § Full-service B2B agency specializing in demand generation and lead management § Headquartered in Bay Area with 40+ clients nationwide § Named to list of Top US Agencies - 2015, 2016, 2017, 2018 Introduction: Spear Marketing Group
  4. 4. #B2BMX § What, Why, How § Sell the Offer, Not the Product § Shorter is Better: Avoid Redundancy § FOCUS: 1 Offer, 1 Message, 1 Call to Action § Drive Action, Don’t Just Relate Facts § Grab the Reader Early (Visuals, Benefits, No Long “Set Ups”) § Call to Action: Early & Often Key Principles of B2B Email Creative
  5. 5. #B2BMX 15 Emails in 15 Minutes
  6. 6. #B2BMX INS IG H T P O O L § Pre-header copy § Headline as fact § Set-up paragraph: why do I need to know this? § No Offer § “Read More” of what? § Social buttons distract
  7. 7. #B2BMX INS IGH T P O O L ( IM AGES O F F )
  8. 8. #B2BMX T IM ET R A DE § 3 different headlines - what’s the offer? § 4 different CTAs § Schedule a demo § Schedule a time to talk § Download (what?) § Social buttons
  9. 9. #B2BMX EQ U INIX § Not clear what offer is § Distracting CTA (“Contact Us”) at top right § Headline as fact § 3 text links, but one to non- CTA content § Bulleted benefits need to be shorter, stronger § Everything from “Discover insights …” onward is non- essential
  10. 10. #B2BMX ACQ U IA § Headline is topic vs. benefit § Offer & CTA up front § Needs offer image § Short set-up paragraph § Bulleted benefits § Good button copy § Footer introduces competing CTA
  11. 11. #B2BMX LO CA LY T ICS § Offer front & center, including offer image § Starburst! § Opening paragraph is a recitation of facts § “This report covers …” should be “In this report, learn how …” § Unneeded copy above the CTA button (redundancy)
  12. 12. #B2BMX LO O KBO O K § Creative header space § “20 minutes” § What, Why, How § “7 things you need …” delivers concrete benefit § Offer image § Creative button copy § Lower section too busy, difficult to read § “See you soon” + name of sender is unnecessary
  13. 13. #B2BMX We bRoot § Generic headline has no offer or benefit § No offer listed except for button copy § Leads with “Yes/No” question § Sell the Offer, Not the Product
  14. 14. #B2BMX Bounc e X § What, Why How § “Designed for Ecommerce” § Image of the Offer § Bulleted offer benefits: what you’ll learn § Creative button copy (“unlock” a distraction?) § Only 53 words
  15. 15. #B2BMX IBM § Not clear what the offer is § No visuals to grab the reader § Headline is topic, not a benefit § 3 long paragraphs of facts § No CTA until the very end of the email § No text links
  16. 16. #B2BMX O ra c l e § No idea what the offer is § Headline is a product pitch § 1st person vs. 2nd (“we’ll discuss how …” vs. “you’ll learn how …”) § Register Now – for what? § Sell the offer, even if it’s a product demo
  17. 17. #B2BMX Bl ue je a ns § What’s the offer? § “As an IT leader, you want …” tells me what I already know § “Download Now”: download what, exactly? § Competing CTA: “Speak to an expert”
  18. 18. #B2BMX Ce r t i f y § Great pre-header copy: “Compare and find out …” § What, Why, How all in the header § Image of the offer § Salutation: don’t bother § No text link in body copy § “See why Certify is #1” diminishes offer value § Button copy should be consistent (View, Get)
  19. 19. #B2BMX Ja nra i n § Pre-header copy needs to be more specific § Headline is topic, not a benefit; sub-head could do more to communicate value § First paragraph is long recitation of facts § Bulleted benefits § Text link + button CTAs
  20. 20. #B2BMX O pt i m i ze l y § Graphic at top right disguises what the offer is § Date, time at the very bottom of the email § Header and salutation push copy down the page § Use title of Webinar in first paragraph for text link § Strong bullets should come earlier in the copy vs. description of topics
  21. 21. #B2BMX M a r i n § Strong visual image § Offer front and center § Title of Webinar implies benefit (what I’ll learn) § Short intro paragraph § Bulleted benefits § Text and button links § Needs second CTA button earlier in the email § Remove salutation and sender name
  22. 22. #B2BMX § Make your offer clear, specific, and tangible § Copy no longer than absolutely necessary (avoid redundancy) § Think mobile friendly (pre-header copy, CTA buttons) § Repeat CTA multiple times in button and text (link) form § Keep paragraphs short & scannable (1-2 sentences max) § Don’t take too much time to “set up” the offer § Don’t tell the reader what he/she already knows § Always sell the offer, not the product § Avoid distraction: 1 message, 1 offer, 1 call to action Key Takeaways
  23. 23. #B2BMX § Slide deck: email me at § Spear blog: § Spear resource center: § Infographic: 29 Tips to Improve B2B Email Campaign Performance § White Paper: Top 10 B2B Email Mistakes § White Paper: Effective Lead Generation Offers for High-Tech Marketers Additional Resources
  24. 24. #B2BMX Q&A Twitter: @hjsewell