Tag Archives: email copywriting

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation, Offer Strategy | Also tagged , , , , , , | Comments (0)

5 Mistakes to Avoid in Your Next Email Campaign

April 29, 2011 – 6:53 am

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing [...]

By Howard Sewell | Posted in B2B Marketing, email design, email marketing, Graphic Design, lead generation | Also tagged , , , | Comments (0)

In Email Marketing, Don’t Ask Questions

December 28, 2010 – 9:49 am

If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people who need their widgets aligned. From there, it’s a short and intuitive leap to simply asking people if they need their widgets aligned, or whether they’ve considered the benefits of [...]

By Howard Sewell | Posted in B2B Marketing, Copywriting, Creative, E-mail, email marketing | Also tagged , , , | Comments (3)

Email Critique: CMS Vendor Asks Too Many Questions

July 9, 2010 – 12:00 pm

As data sheets go, the design below from Ektron, a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways. 1. Not seen in this image is [...]

By Howard Sewell | Posted in B2B Marketing, Copywriting, Creative, email design, email marketing | Also tagged , , , | Comments (0)