The B2B industry usually gets a bad rap in terms of creativity and design. Doesn’t “content come first”? And isn’t it pretty dry content? It’s true, content does come first in the industry, but design and function don’t have to be sacrificed.
Many forward-thinking, B2B companies are producing engaging digital/interactive pieces that are both informative and creative. That includes everything from emails, to landing pages, to long-form content.
Each month in this spotlight, I’ll choose a B2B piece that inspires me in some way, and break down what works. To kick the series off, I’ll begin with emails!
SL: What’s The Best Button Color?
Content download emails are in a field of their own. These have to be the most popular types of email that I receive from other B2B companies. And, with email being the number one form of outreach these days, it makes sense.
I received the above email from Emma earlier this month, and the purpose is clear; download the guide.
I found it interesting (not necessarily in a bad way) that they didn’t show the asset cover in the email. It’s a breath of fresh air as it allows me to read and focus on the email without automatically “judging the book by it’s cover”. Because let’s be honest, designer or not, everyone judges the cover.
Of course, there’s nothing inherently wrong with using the cover if it adds to the email. If it’s not all that exciting, why bother?
Another thing I liked was the copy. Specifically, the tone of it. B2B content is often stereotyped as dry or boring, but this copy has a personal, conversational feel to it. While there’s no specific personalization, I’m still getting that one-on-one feel.
The use of a little Q&A definitely peaks my interest too. “But did you know some buttons attract more clicks than others? In this guide, you’ll learn tips for choosing the right button color, copy, shape and placement to skyrocket your click rates.” Something as simple as that does the trick, even for people who are already aware of this concept. Yes, conceptually I do know that some buttons work better than others, but I’m interested to see what research the guide provides about it.
Finally, the footer. It’s a full-width panel at the bottom of the email. Lately, I’ve been seeing a lot of completely full width emails. If you can see the whole email in one shot (as I can on my giant monitor), the full width footer provides a nice anchor platform for the email itself.
This email, and many others, are a far cry from the dull ones you might instinctively think of. Tune in next month for another spotlight!