Email Gallery

Content Download Email

Encourage users to engage with your brand with a content download email.

What is a Content Download email?

A content download email is an email that is sent to users to share a downloadable piece of content, such as an eBook, white paper, or infographic. Content download emails will contain a call-to-action (CTA) link to the asset or instructions for the recipient to access the content.

Who uses Content Download emails?

Content marketing and demand generation teams use content offers to provide value to a potential customer. A white paper, for example, may be part of a marketing campaign to educate prospects about a trend in your industry that is relevant.

A content download offer is a common “lead magnet” and is used to generate prospects that the sales and marketing team can nurture into customers.


What to include in a Content Download email?

There are a lot of factors to consider when building a content download email. Here are some of the email elements to consider.

What to include in a Content Download email?
Email Design Element Best Practices
Send TimeSend an email with minimal delay to fulfil the content request.
SenderUse a reputable email address with a friendly sender (avoid
Subject LineClear and compelling subject line that highlights the value of the content being offered.
Preview TextAdditional value about content to encourage the reader to open the email.
Body ContentBrief introduction to the content and its benefits. Clear instructions on how to access or download the content.
Call-to-action (CTA)Encourage the recipient to engage with the content, such as by reading it or sharing it with others. Use a button to increase the visibility of the CTA.
PersonalizationUse recipient’s name.
BrandingUse the brand logo in recommended resolution; use brand fonts and colour scheme.
FooterStandard branded footer with email, telephone, and full address.

Anatomy of a Content Download email

Let’s look at an example from Pendo.


Why marketing teams love Knak

  • 95%better, faster campaigns = more success

  • 22 minutesto create an email*

  • 5x lessthan the cost of a developer

  • 50x lessthan the cost of an agency**

* On average, for enterprise customers

** Knak base price

Content Download Email Examples

InVision - Inside 2023: The Future of Work

Email marketing campaign for InVision’s report on hybrid and remote work.

What works well:

  • Top notch brand design
  • Clear, compelling copy
  • Unique footer design

Adobe - Marketing metrics for CEOs and CFOs

Adobe’s eBook on how Adobe Marketo Engage drives revenue and profit.

What works well:

  • Minimalistic design
  • Lots of whitespace
  • Prominent CTA placement

DesignBetter by InVision

InVision demonstrates that they really know their audience with this beautifully laid out email that’s filled with valuable resources that designers actually want to check out.

What works well:

  • Effective design for multiple content access
  • Attention-catching header illustration
  • Supporting links with a single CTA at the bottom
DesignBetter by InVision

Wistia - State of Video 2023 Report

Wistia immediately grabs your attention with a stat that shows the depth of their data analysis. The design is clean. The copy is clear and concise. And the benefits of downloading are obvious.

What works well:

  • Header CTA is the first thing seen
  • Compelling numbers in heading
  • Short and to-the-point email
Wistia - State of Video 2023 Report

Knak - Email Marketing Benchmark Report

Email marketing campaign for Knak’s 4th annual benchmark report.

What works well:

  • Clear CTA
  • Strong branding
  • Good use of personalization

Marvel - New Design Thinking Workshop Kit

Marvel entices their users to download their new Design Thinking Workshop Kit.

What works well:

  • Frames why downloading will benefit the user
  • Singular, strong CTA
  • Succinct email with high readability

Salesforce - Marketing ROI Worksheet

Salesforce’s best practice ROI worksheet for email campaigns, social, and virtual events.

What works well:

  • Minimalistic design
  • Lots of whitespace
  • Prominent CTA placement

Create emails - like this one - in less than 22 minutes*

Watch a Demo

*on average for Enterprise customers


Content Download Email FAQ

Want to learn more?

There are even more email example categories to explore.

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