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The New Rules of Lead Generation by David T. Scott

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Step 3: Design Your Creatives

You should create two pieces of creative for your e-mail marketing campaign: (1) the e-mail itself and (2) a landing page on your website. This page allows customers to perform the intended customer action (e.g., buy the product, sign up for a webinar, etc.) after they click on the call-to-action in the e-mail.

If you don’t already have an e-mail creative or landing page, it’s worth the cost to hire a creative professional or consultant to drive the development of these elements. A graphic designer will have numerous suggestions and techniques for designing both the e-mail and the landing page, so your creatives will have the best chance of getting a positive response from recipients.

Also, it may be worthwhile to ...

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