The ABC of HTML Email Copywriting!

Email has become a powerful mode of communication thanks to its cost efficiency and speed of delivery. Writing for email is a different ball game; it calls for a different skill set and a different frame of mind. So it might be easy to get started but difficult to sustain the quality of writing--be it long copy or short copy.

The email writer needs to know the subject and objective of the mailer before commencing the job. After that, the first cut content has to be prepared by keeping all the relevant points in mind. The first round of editing has to be followed by a meticulous proof check. The next important stage in email writing is the assessment of the relevance and flow of content. Pruning has to be done depending on the required length and importance of the points to be covered. At this juncture, the writer can even go back to the master document and see if any critical points have been missed out. Then comes the value addition stage, where every sentence and every word is seen with a logical eye.

The writer has a critical role to play even in the design stage. Emailer design is quite different from conventional graphic design. In this stage, the designer-copywriter team has to start by dividing the content into various short paragraphs, and then go on to highlight important words/phrases. Product features and service offerings have to be in bulleted lists. The credentials of the company have to be highlighted for enhancing credibility. Vital facts, like testimonials and awards, have to be separated, in different colours, as islands of interest. Finally, a clear and compelling call to action has to be written and placed prominently.


Once the design is complete, another round of meticulous proof reading is a must. It is advisable to keep the headline on the top left hand side of the mailer. This ensures that the recipient gets the key message even if either of the email reading panes is turned on. What if the images are not visible at the recipient's end? Being an HTML emailer, it must have meaningful alt text for all the key images. Also, there has to be a proper balance between design aesthetics and content readability. Anything else? A powerful subject line that cannot be ignored in a cluttered inbox! With this, the HTML emailer is ready for launch.


Be it for lead generation or brand building, the aforesaid tips should surely be of help for they have been tried and tested by lead generation companies and email marketing specialists who have been in the business for quite a while. Happy emailing!

Lead Generation: Changing Leads Into Lucrative Deals

A lead is usually a prospective customer or someone who has evinced interest in a company's product or service. Sales personnel across industries are constantly on the lookout for quality leads, which in turn can be converted into profitable deals.

Lead generation is an activity that has gathered momentum in recent years, thanks to the advancements in technology. Today's smart businesses are deploying intelligent lead generation tactics to make things easier for their sales force. In fact, many have placed the conventional method of physical cold calling on the back burner. Alternatively, they count on online directories, credible references, telecalling, direct mailing, emailing, mobile marketing, blue casting, promotions and advertising, among others. Albeit most of these methods are not new to the marketing domain, the degree of sophistication in the modus operandi has undergone a major transformation...

When it comes to an effective lead generation program, the difference between success and fiasco lies in the level of experience, expertise and persistence of the people executing the same. This fact becomes more obvious, especially in the B2B space where the stakes are very high. And the cost of customer acquisition could also be on the higher side since the exercise might be outsourced to a specialist agency. Unlike B2C marketing, B2B lead generation is a lot more focused thanks to the reason that the target audience belong to a niche segment. Just to cite an example... a prospect for a broadband connection can be a student, homemaker, store owner, professional, or even a CEO. On the other hand, a person who evinces interest in ordering a dozen stethoscopes is invariably from a medical college or a hospital. Having said that, it's a no-brainer that the quality of leads has a direct impact on the sales performance of an organization.

Though the objective of every lead generation program is pretty much the same, the strategies vary. A typical B2B lead generation drive involves the steps of goal setting, prospecting, conversion, follow up, and analysis. If done right, the lead generation effort will help get more bang for the marketing buck. So a combination of all the aforementioned methods will work best, irrespective of the business or the geography.

So it's time to say good bye to labour intensive sales efforts! Let's get smarter and practice the next gen lead gen strategies. Because they really help build the sales pipeline and the company's bottom line too!