In today’s world, everyone has an email address—but inboxes are overflowing. That means it’s not enough to just land in someone’s inbox. You have to stand out and get them to click.
For demand generation emails to work, you need three things:
- Attention-grabbing subject lines
- Valuable offers
- Clear calls-to-action (CTAs)
Let’s break it down step by step.
Subject Lines: Your First (and Biggest) Impression
If your subject line doesn’t catch their eye, nothing else matters. Your email won’t even get opened.
How do you write a great subject line?
- Know your audience. Use info like job role, industry, or company size to make your subject lines feel more personal.
- Go beyond using someone’s name. That’s old news. Instead, tell them who they are. For example:
“For B2B Marketers at Mid-Size Tech Companies”
4 Proven Subject Line Tricks:
- Capitalize the first word – Like: “NEW: 2025 Marketing Ideas That Work”
- Use brackets – “[Free Guide] Build a Winning Funnel Strategy”
- Start with a number – “3 Email Tactics That Boost Conversions”
- Keep it short – “You’re Invited” or “Final Call”
Avoid overused words like “learn,” “discover,” or “join.” They’ve been used too much and won’t make your email stand out. Instead, go for words that create curiosity or urgency.
Content & Offers: Deliver Real Value
Once someone opens your email, you need to give them a reason to stay and click.
According to research by Marketing Vogue, here are 5 high-performing content formats that drive more clicks than plain product emails:
- Top Lists – “Top 10 Trends in Digital Marketing for 2025”
- Most-Read Content – “Our Most Popular Article This Month”
- Checklists – “Your Go-To Checklist for Better Campaign ROI”
- On-Demand Videos – Easy to consume, and people love them.
- Free Guides – “Get Your Free Guide to Smarter Lead Gen”
Bonus Tip: Try changing how you label events. Instead of calling it a “webinar,” try “Insider Session” or “Pro Workshop.” Small tweaks can boost registration.
Call-to-Action (CTA): Seal the Deal
Your CTA is what turns interest into action. Here’s how to make it stronger:
- Use first person – “Save my seat” works better than “Register.”
- Try full sentences – “I want to improve my email strategy” feels more natural than just “Download.”
Studies show CTAs written in first person can increase click rates by over 28%.
Final Tip: Keep Testing
Not every tactic will work for every audience. The best thing you can do is test everything—subject lines, email formats, CTA buttons—and see what works.
As Jay Schwedelson says: “Don’t worry if one test fails. Just move on to the next idea.”
Key Takeaways
- Write subject lines that speak directly to your audience
- Offer content that’s engaging, helpful, and easy to digest
- Use action-driven, personal CTAs
- Keep testing to find what works best
