[VIDEO] EXAMPLE OF A GOOD EMAIL

Continuing with the Close stage of the Inbound methodology, this time we'll look at an example of what a good email should look like.

Let's look at this example of an email introducing an eBook:

Starting with personalization, we can see that the email greets the recipient by name and uses the image as a CTA in addition to the clear CTA below it, which uses language that invites action: Download it free!

It also encourages people to share it through the text; people who think the eBook would be useful to a friend or coworker will surely share it.

Let's look at another example of an email replying to someone who has requested the free consultation.

We can see that the greeting is personalized, we add the reason we are sending the email, and we include a link to schedule the video call, which is the benefit the reader will get from that email.

It also includes a personalized signature with the elements needed to build the reader's trust. First of all, this email comes from a real person (in the example, it's me), and I include my name, my position in the company, and a way to reach me besides the email itself, of course! And a CTA that invites the reader to schedule a call with me.

Well, it's time to review the topic with a quiz. Ready?

1. In 2004, PC Magazine published an article titled “The Death of Email,” which asked, “Has email become useless?”

• Yes. It has become a less effective marketing channel.
  
• Yes. Email is used by fewer people, although it is still an effective means of communication with those who still use it.
  
• Yes. Email has been replaced by other ways of sharing information, such as social media.
  
• No. Email is a communication channel used by more and more users every year.

2. Your boss asks you to create an email to get attendees for a webinar the company is hosting. All of these would be effective places to add a main CTA, except:

• Within the body of the message.
  
• In a postscript before the email signature.
  
• As a hyperlinked image.
  
• As an action button within the body of the message.

3. Your marketing team plans to make an effort to increase email reach. Which of the following should you remove from your list of ideas to increase reach?

• Sending an additional email after the initial one, inviting users to share the first email if they found it interesting.
  
• Adding a CTA inviting users to share the email with a colleague.
  
• Creating a web version of your emails to publish on your website.
  
• Adding social media sharing buttons to emails where appropriate.

4. A high click-through rate for your email is a good indicator of all of the following, except:

• Reader engagement.
  
• Brand positioning.
  
• A good email subject line.
  
• Good list segmentation.

5. While preparing a report on this year's email marketing trends, you noticed that, compared to last year, more users have marked your emails as “SPAM.” All of these are potential explanations, except:

• The company did not have permission to send emails to those users.
  
• The content of the emails was not relevant to the reader.
  
• Email marketing is declining in use and effectiveness, causing an increase in emails marked as “SPAM” by consumers.
  
• The emails were sent too frequently.

Follow these recommendations and you'll notice a greater impact from the emails you send.

In our next video, we'll see what Smarketing is and how it will help us get more customers within the Inbound strategy.

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