Is Your Email Offer Good Enough? Let’s talk about Elevating Your Email Marketing Offer from Good to Exceptional.

Whether you’re part of a multinational corporation’s marketing team or running a quaint family-owned business, the cornerstone of your strategy should be a stellar offer when crafting your next email marketing campaign.

Don’t assume your audience will automatically be interested in what you’re offering, whether downloading a white paper, purchasing a product, or engaging with a video. I think the key is to present an offer so enticing that your recipients feel compelled to take action.

Drawing inspiration from Jim Collins’ “Good to Great,” we’re reminded that settling for “good enough” can hinder achieving greatness. This principle is especially true for email marketing offers. If your offer merely meets basic expectations, it’s unlikely to resonate deeply or drive significant engagement.

Embracing Modern Marketing and Understanding Your Customer Personas

In today’s marketing landscape, aligning closely with your audience’s needs and desires is crucial. This means looking beyond your products and services to understand the core problems you’re solving for them. What exactly are they seeking?

The concept of Customer Personas has become a vital tool in this exploration, particularly within the B2B sector. Creating detailed personas can provide insights into your customers’ motivations and obstacles, informing more effective marketing strategies.

These behaviors and preferences change over time as well, so a marketing team should be agile enough in their projects, to shift priorities, do a lot of A/B testing and dubble down on the tactics that work.

From Good to Great: Reevaluating Your Offer

Before launching your email marketing campaign, take a step back and critically assess your offer and consider best practices. Ask yourself: Is this merely a good offer, or is it truly exceptional? If it doesn’t surpass the “good enough” threshold, it’s time to revisit the drawing board. Strive to create an offer that’s not just better but exceptional.

Settling for a mediocre offer results in missed opportunities and underwhelming outcomes. However, by committing to developing an offer that stands out, your email marketing can transform into a powerful growth and revenue generation engine.

Remember, the goal is to make your offer so compelling that your audience can’t help but respond. By elevating your offer from good to exceptional, you’re not just capturing attention but creating value and fostering meaningful connections.


Published On: December 27th, 2023Categories: Miscellaneous email marketing topics

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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