B2B Email Creative: A 5 Point Checklist
The Point
JULY 14, 2011
Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.”. 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people wade through two or more paragraphs of copy (e.g. “As a busy executive, you understand that …”) before even mentioning the offer, you’ll lose most readers before they even know whey you’re writing to them. 2
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