Email 101: Tell Me Something I Don’t Already Know
The Point
MARCH 22, 2017
To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know. Sounds obvious, right? And yet if I were to choose the one thing that dooms more B2B email creative to mediocrity and worse, it would be just that: telling people stuff they already know.
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