Once you’ve got your email’s design in place, you’ll need to fill it with good content. You don’t want your emails to be all style and no substance! Consider the following best practices for creating email content:

  • Spend as much time on the email’s subject line as you do on its actual content. Think of the subject line as your one opportunity to really hook readers into opening your message. That means it should be descriptive, explicit, and to the point.
  • Content should be relevant and offer value to prospects. Put yourself in your prospect’s shoes and ask yourself if you would be interested in the email’s content. If you can’t definitively say “Yes,” then you might want to rework your content to be a bit more relevant.
  • Tone can make or break good content. In other words, what you say is as important as how you say it. You might have the best content in the world, but if it comes off as sales-y, most prospects will hit “Delete” before getting to the end.
  • Make sure you put calls to action throughout email. What do you want your prospects to do? What outcome do you desire? It’s all well and good to share relevant content with your prospects, but if you leave them thinking, “Well, so what? What now?”, you have missed this crucial mark. Nudge prospects in the right direction by interspersing your content with cues and calls to action.
  • If you love your prospects, set them free. Comply with CAN-SPAM Act guidelines by including a physical address and an easy-to-see unsubscribe link at the bottom. Pardot has built-in tools to help you do this, including automated CAN-SPAM compliance and automated unsubscribe management. There’s no point forcing uninterested prospects to receive your email — repeated unsolicited messages aren’t going to change their mind. If you want to convert a prospect, let them come to that decision of their own free will.

Adam Blitzer

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