Tag Archives: email creative

email preview text

5 Tips for More Effective Email Preview Text

Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on the desktop) but, in many cases – particularly on mobile devices –… Read More

B2B Creative

Why is No-One Talking About B2B Creative?

This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative.  At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative:… Read More

B2B email creative

The Dismal State of B2B Email Creative

I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better…. Read More

email copywriting

Email Copywriting: Drive Action at Every Opportunity

Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now. The same rule applies to demand generation creative and to email copywriting in particular. Effective email campaigns are nothing without a compelling call to… Read More

B2B email campaign

Winning B2B Email Campaign Keeps it Simple

In B2B email marketing, does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. You won’t see or find many shorter B2B emails than the one below from… Read More

symantec email campaign

Email Campaign Gets an “A” on Design, “F” on Offer

At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. And indeed, it is all those things. From a lead generation perspective, however, the campaign is a hot mess. Here’s why: First and foremost, the offer is devoid of value. Witness the first paragraph:… Read More

Responsive Versus Mobile Friendly Email Design

Infographic: Mobile-Friendly vs. Responsive Email Design

As mobile devices continue their torrid growth in the business world, B2B email marketers face a dilemma: is it enough to make emails “mobile-friendly” – in a way that at least renders those emails legible and easy to read, or should they go the extra step of programming emails to… Read More