Chapter 05: Following Email

Marketing Best Practices

This type of content shouldn’t be overused, but balanced with relational

content, it’s a good way to engage your subscribers.

You can see this dual purpose in action in the example below.

Promotional content is valuable while generating sales.

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 Chapter 05: Following Email
Marketing Best Practices

The value to the recipient is a free template, but its goal is to promote the
Summit.

2. New Gated Content

Gated content aims to attract new subscribers, but existing subscribers are
likely to want it as well. Why not send it to your email list to get them re-
engaged and move them along the customer journey?

This example has the subject line, “[CHECKLIST] Get up to 20% better email
deliverability,” which is sure to get noticed. Make sure your subject line is just
as compelling.

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