CHAPTER FOUR four Be better at email marketing. email marketing encompasses so much more than • What should my email subject line say? creating an email and hitting “send.” It’s about building • How will my email look on different devices? eye-catching email templates, developing engaging email content targeted toward specific segments When it comes to designing email templates for the of your database, optimizing for deliverability and B2B audience, it can be tough to know where to responsiveness, testing, measuring, and more. start. A B2B marketer might develop any number of emails on any particular day, from nurturing emails Above all, email is about connection. That’s why 73% of to autoresponders and webinar invitations. factor in marketers believe that email marketing is core to their elements like images, calls-to-action, subject lines, and business (Salesforce 2015 State of Marketing). The tracked links, and you’re looking at quite a few factors following chapter will walk you through the process that need attention before an email ever lands in a of building a successful email program and optimizing single inbox. your messages for the inbox. Use the checklists and worksheets provided as you continue to refine your THE ImPORTANCE OF A GOOD TEmPLATE email strategy over time. One of the biggest considerations is your template. An BUILDInG effeCTIve eMAILS appealing, easy-to-read email template and an eye- catching subject line can make the difference between There are a lot of questions that go along with building your email being read, skimmed, or deleted. an email: Start by consulting the following list of questions for a • Is plain text or HTML a better fit for my email? few template design guidelines: • Where does the call-to-action go? 32 / Pardot