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How can a demand gen leader improve content strategy and engagement for email marketing? I'm looking to leverage email as a channel but have very low open/ engagement rates for our current email newsletters.

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2 Answers
Demand Generation Strategy
  1. Camila Cook
    Camila Cook

    8x8 Vice President, Global Demand Generation • 4mo

    Start by accepting a hard truth: most email newsletters fail because they are company-centric, not buyer-centric. What actually moves the needle: Segment beyond persona → Segment by buyer problem + buying stage + recent intent behavior (page visits, demo views, product usage, sales conversations). Kill the “newsletter” mindset → Replace with single-theme, single-outcome emails. Shift from “inform” to “trigger”: Triggers outperform broadcasts (product usage, pricing page visits, content consumpti ...Read More

    840 Views
  2. Parth Mahajan
    Parth Mahajan

    OpenLoop Sr. Marketing Manager - Demand Generation • 4mo

    If open and engagement rates are low, I’d stop treating email like a newsletter and start using it as a diagnostic channel. Email gives very clear signals, but only if you work on the right things in the right order. If opens are low, I would not touch the body copy yet. I’d focus entirely on subject lines, preview text, sender name, and timing, and test different angles, not just wording, across multiple sends. One test doesn’t mean anything. Patterns across several sends do. Once opens improve ...Read More

    166 Views

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