Have you spent countless hours putting together a marketing email campaign for your business without success? Why didn’t you receive the responses you expected? There are so many reasons! Let’s dive into how to create a successful marketing campaign.

Tip 1. Key elements of the marketing email

  • The content of the email marketing needs to answer this: What, Why, How
  • Be sure to sell the offer, Not the Product.
  • FOCUS on this order: 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”)
  • CTA or Call to Action: Early & Often (Buttons + Text Links)
  • Make Copy Count (Are These Words Contributing?)

Tip 2. Content 

  • 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)
  • Key

Email Marketing Examples

  • Header: What, Why, How
  • Swap headline & sub-head?
  • Salutation: not needed
  • No text link in body copy
  • “how three organizations used ZoomInfo …”
  • No visual consistency
  • No image of the offer
  • Form above the fold
  • Repeats email copy
  • “Watch Replay” (of what?)
  • The first paragraph is just a lecture 
  • “Watch now and learn” (watch what?)
  • Full contact information: distraction  
  • Competing CTA (download)

Tip 3. The Check List

What is the offer?  Is it is tangible and specific?

Be sure the offer that you are creating is specific, clear, and tangible!  for the email to be successful you need to be sure of this. For the audience needs to be obvious what the offer is: White paper, webinar, class, discount, membership, etc.

It is my “offer” too long?

A common mistake marketers make, is beginning an email with a long explanation on the current market, trends, or statistics that form the basis or catalyst for the information on offer.  If you really have to do it, make it short – a sentence at most- no more.  Otherwise, skip the set-up entirely and just get to the point.

Are the ” What, Why, How” answered in the header or at least in the first paragraph?

the main three things your audience wants to know upon opening the email: What the Offer Is, Why It’s of Value, and How to Get It.  If only one of those elements is missing, particularly the “How” (the CTA), you’ll be forcing them to scroll further, and many won’t bother.


Is my landing page “sweet and short”?  consistent with the email? 

When a potential client arrives to your landing page, he/she should be already “sold” for the most part.  At this point all that’s required is to reinforce that decision. Add a quote or two, or an excerpt of the information on offer and then present the registration form front and center.  The landing page design should be consistent with the email in order to provide a cohesive user experience and avoid any confusion. What that means is that it needs to carry the brand of your website, email and landing page. 

Is my email working properly?

Be sure that your email renders properly and as intended. 

For more information in  Targeted Email Marketing.


Email Marketing Examples

  • Header: Why, What, How
  • First 2 paragraphs just relate facts; they’re disposable
  • Header says “ebook,” body copy says “guide”
  • Competing CTA above the header (demo)
  • Headline delivers a concrete learning benefit in quantitative terms
  • Body copy drives action immediately (“Join us …”)
  • 3 strong bulleted benefits (“… you’ll learn”)
  • Footer links compete with primary CTA
  • Form front and center (prepopulated)
  • Re-state the offer
  • Quick summary/re-statement of benefits
  • Speaker photos always make event more “real”

Tip 4. The CTA or Call to Action

It is clear?  Is it obvious what happens when I click on the button?

“Learn More” is not a call to action.  Neither is “Find Out More.”  Button copy should be clear, specific, and reference the offer.   “I want he Offer”, “Save My Seat”, “Download Guide”, “View Webinar”. These are clear examples of  CTAs that let the reader know EXACTLY what to expect when the audience clicks on the button.  Anything less and you’ll cause that reader to hesitate.


Is there a piece of content that is distracting from my CTA and offer?

Eliminate any and all, social buttons, extra links, or anything else that might distract your audience from the only thing you want your potential client to do, and that’s to register for the primary offer.  Use any additional CTAs or options for the thank you page or fulfillment email, For example:  AFTER the person has registered or send you their information.

Is the CTA repeated in both button and text (link) form?

The CTAs appear in both button and text form within the email, preferably repeated at least 2-3 times (for example, 2 buttons and 1 text link.)  Buttons are more mobile-friendly, but text links ensure the recipient can respond even if images are blocked within the email client.

Share This