What makes up a good email in an email campaign

10 replies
What makes up a good email in an email campaign



About to run a B2B email campaign. Financial services. We want to introduce our brand identity and philosophy. Build upon this over a period of 4-5 emails each time delivering a new featured piece of content that will be more or less the Ultimate CTA and engagement metric.

We then want to slowly introduce specific products that are relevant for the audience.

I haven't run this type of campaign, so I guess I want to make sure that I don't exclude some basic email marketing techniques.



Any suggestions of a key checklist that I should account for - Outside of the messaging?



Thanks All!
#campaign #email #good #makes
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  • Profile picture of the author sbaptista
    it all boils down to the copy. I find that short sentence copy works the best meaning 1 line per paragraph
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  • I always find that the old BBC adage is apt when creating emails to send to people.

    In other words, aim for your emails to 'Entertain, Educate and Inform'.

    Do that and people will WANT to read what you have to say and you rise head and shoulders over the majority of emails that fall into their inbox.

    Do this using stories, analogies, jokes and personal experiences.

    All the best with your efforts.
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  • Profile picture of the author jmosticc22
    In line with the other posters -- Provide value upfront, make your message personal, set clear expectations, use high quality images and catchy subject line. Just a few tips for welcome type emails.
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  • Profile picture of the author mirellab2bdb
    [DELETED]
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    • Profile picture of the author Jack Albany
      Wondering if anyone has encountered any issues because of this?
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      • Profile picture of the author mirellab2bdb
        Hi Jack, I was wondering if someone has gone deep into the new GDPR legislation before proceeding to B2b campaigns especially to EU countries or maybe they have sinned lightly.

        Being in the sector I liked to give this info by asking this question to advise avoiding to buy Database Email if their cost is really too low especially if in huge quantity ...

        Indication that often it is index that email lists are not updated frequently and maybe largely expired, therefore of dubious origin.

        Hateful for those with a budget and a goal to achieve to convert.

        Thanks for your reply
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  • Profile picture of the author mikec2010
    First and foremost. you must have the permission from the email to receive advertising material. Then, the contents will make up a good email.
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  • Profile picture of the author ryanbiddulph
    Share helpful free content about the financial services niche and deliver through email. Link to your company site or services at the end of email. Free value earns trust and with trust, your brand message becomes all the more powerful.
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  • Profile picture of the author CyberHaggis
    Telling stories is definitely key. Use customer case studies and testimonials. Engage your users by eliciting a response at the end of your email: if they know there's a real person at the other end listening to them that's gold, not to mention the deliverability benefits of having people reply to your emails.

    Finally, if you tease your next email at the end of the current one, you build suspense and increase open rates..
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  • Profile picture of the author IGotMine
    Have a good "welcome" message. The very first email they see is the most important. If they don't open the welcome message the odds of them opening the following messages get low.

    Of course this only works with an opt-in campaign.
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  • Profile picture of the author DIABL0
    When you say that you are about to run a B2B email campaign, what exactly does that mean / what is the main objective?

    What type of financial services?

    Is there a reason why you don't just generate leads and call them / close them?
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