Typical email marketing process flow with key elements for each component of your email campaign and what to consider when looking to generate higher response rates.

1. Email Landing Page Thank You Page Thank You Email
Key Elements: Key Elements: Key Elements: Key Elements:
• Subject line • Headline • Thank you text, acknowledging the • Subject line
user’s time and interest
• Headline • Offer / Content • Header
• The offer itself or a link to
• Content / Offer • Registration Form • Content / Offer
download it
• Call to Action • Call to Action • Link to download
• Unsubscribe link
Also Consider: Also Consider: Also Consider:
Also Consider:
• Time of day • Taking out website navigation • Be brief. You are not trying to sell
• Make it simple, people want to see
them on something they have already
• Day of week • Don’t just restate the email text, their content right away
expressed an interest in
add more compelling reasons for
• HTML vs. Text • Show them another offer after the
the person to proceed with what • Make the links to download/access the
links to their content (people who
• Send yourself vs via 3rd party you want them to do (i.e. what is material very obvious
downloaded this are usually also
the call to action)
• Design the email with the message interested in this other thing…) • At the end, you could tell them about
in mind • Short registration form instead of another piece of content they might
• Tell them what to do if they have a
lengthy form be interested in, with the appropriate
• Dynamic content based on job title, problem downloading or accessing
link
role, industry, etc. • Having no registration form at all the material. Usually just an email
(give away the content/offer) address should do. • HTML vs. Text
• Personalization (i.e. “Dear John…”)
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