Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.

1. A Crash Course
in B2B Email Creative
Howard J. Sewell Hannah Flynn
Presenter: Moderated by:
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2. 2
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3. About Howard J. Sewell
Howard is president of Spear Marketing Group, a leading B2B demand generation agency, and a B2B marketing
veteran with 25+ years’ experience in demand generation, lead nurturing, and digital marketing. Howard is a
respected blogger, speaker, and marketing practitioner, known for preaching a no-nonsense mix of innovative ideas
with tried-and-true methods.
About Hannah Flynn
Hannah attended The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on Product
Management Today and B2B Marketing Zone.

4. 4
Agenda
■ Introduction
■ Key Principles of B2B Email Creative
■ 12 Emails in 12 Minutes
■ Key Takeaways
■ Q&A

5. 5
Introduction
■ 30+ years in B2B marketing & demand generation
■ President, Spear Marketing Group
■ Full-service B2B demand generation agency
■ 50+ staff with clients nationwide
■ 90% B2B tech clients
■ Named to list of Top US agencies: 2015-2019

6. 6
Key Principles of B2B Email Creative
■ What, Why, How
■ Sell the Offer, Not the Product
■ 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 (Buttons + Text Links)
■ Make Copy Count (Are These Words Contributing?)

7. 7
12 Emails in 12 Minutes

8. 8
Urban Airship
■ Offer front and center, including photo
■ Headline is a topic, not a benefit
■ Logo appears twice
■ Paragraph about last year’s report?
■ 2 CTA buttons, 1 text link
■ Enjoy!

9. 9
Urban Airship
■ No visual consistency
■ No image of the offer
■ Form above the fold
■ Repeats email copy

10. 10
Cision
■ Needs hard-hitting headline
■ Sub-head (“As of 2017 …”) and
the next two paragraphs are just
relating facts. Why do I need to
know this?
■ Competing CTAs

11. 11
Localytics
■ Header: Why, What, How
■ First 2 paragraphs just relate
facts; they’re disposable
■ Header says “ebook,” body
copy says “guide”

12. 12
Localytics
■ Visual consistency
■ Short form front and center
■ Content preview: great idea,
makes the offer “real”
■ Logos are a distraction

13. 13
Certify
■ Pre-header copy
■ Header: What, Why, How
■ Creative button copy
■ Salutation: is it needed?
■ Mike – do I know you?

14. 14
Equinix
■ “Watch Replay” (of what?)
■ First paragraph is just a lecture
■ “Watch now and learn” (watch what?)
■ Full contact information: distraction
■ Competing CTA (download)

15. 15
ZoomInfo
■ Header: What, Why, How
■ Swap headline & sub-head?
■ Salutation: not needed
■ No text link in body copy
■ “how three organizations
used ZoomInfo …”

16. 16
Oath
■ What’s the offer?
■ Body copy is a long lecture; no CTA
until the very end
■ “Tell me more” – what happens?

17. 17
Oath
■ Surprise:
it’s a blog post!

18. 18
Oath
■ But no ...
■ Gated or
ungated is
fine, but
don’t trick
people.

19. 19
Vibes
■ Competing CTA above header
■ Headline delivers concrete learning
benefit in quantitative terms
■ Body copy drives action
immediately (“Join us …”)
■ 3 strong bulleted benefits
■ Footer links compete with CTA

20. 20
Workato
■ If you’re offering a demo, sell it!
■ Bullets are simply a list of features
■ Sell demos like Webinars: who’s
speaking? What’s the format?
■ Salutation and “We look forward to
speaking with you …” are just
taking up space

21. 21
Campaign Monitor
■ Headline is a topic, not a benefit
■ What’s the offer?
■ “As marketers …” = telling me
something I already know
■ “In this guide …” – what guide?
■ Eliminate social buttons

22. 22
Glassdoor
■ Headline adds visual interest;
delivers clear learning benefit
■ Needs to identify the offer
■ Salutation!
■ Quick set-up; lost opportunity
for a text link

23. 23
Engagio
■ Header: What, Why, How
■ Who is this person?
■ Body copy starts with immediate
benefit: “Add some sizzle ...”
■ Everything in this email offers a
benefit or drives action
■ “Keep Engaging”

24. 24
Engagio
■ Pre-populated form
front and center
■ Re-state the offer
■ Quick summary/
re-statement of
benefits
■ Speaker photos
always make
event more “real”

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Key Takeaways
■ Mention the offer immediately & include an image if you can
■ Grab the reader early: What, Why, How
■ Think benefits, not topics or facts: what’s in it for the reader?
■ Repeat CTA multiple times in button and text (link) form
■ Don’t take too much time to “set up” the offer; don’t lecture!
■ Avoid “alternative” CTAs and other distractions: focus!
■ Landing pages: short and sweet! (visual consistency, form front
and center, quickly re-state benefits)

26. 26
Q&A
President, Spear Marketing Group
Linkedin: in/hjsewell
Twitter: @hjsewell
Website: spearmarketing.com
Blog: spearmarketing.com/blog
Site Editor, B2B Marketing Zone
Linkedin: in/hannahmichaelflynn/
Twitter: @b2bmarketingz
Website: b2bmarketingzone.com
Howard J. Sewell
Presenter:
Hannah Flynn
Moderated by:
www.b2bmarketingzone.com/webinar-series/trends-in-b2b-marketing