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.
| Email Design Element | Best Practices |
|---|---|
| Send Time | Send an email with minimal delay to fulfil the content request. |
| Sender | Use a reputable email address with a friendly sender (avoid noreplay@acme.com). |
| Subject Line | Clear and compelling subject line that highlights the value of the content being offered. |
| Preview Text | Additional value about content to encourage the reader to open the email. |
| Body Content | Brief 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. |
| Personalization | Use recipient’s name. |
| Branding | Use the brand logo in recommended resolution; use brand fonts and colour scheme. |
| Footer | Standard 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
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
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*
*on average for Enterprise customers
Content Download Email FAQ
To measure the success of content download emails, track metrics such as open rates, click-through rates, conversion rates, and downloads.
Segment your email list based on demographics, interests, behaviour, or engagement level to send targeted content download emails.
Yes, a call-to-action (CTA) should be included that encourages the user to download the content or provides instructions to access the content. Use a button to help draw the user’s attention.
Common types of content offered in content download emails include eBooks, whitepapers, case studies, video-on-demand, and infographics.
To ensure deliverability, use a reputable email service provider, avoid spam trigger words, personalize emails, and monitor email bounce rates.
The decision to offer gated or ungated content depends on your goals, audience, and content type, but gated content can generate more leads. Ungated content, however, may generate more social buzz and better SEO value.
A subject line should be clear, concise, and compelling and include keywords that describe the content and its benefits.
A single opt-in process is more straightforward for users. Still, a double opt-in process provides added verification and can improve deliverability, and may be required depending on your user's locale.
To create an effective landing page for a content download, use a clear headline, concise copy, high-quality visuals, a simple form, and a strong CTA.
Want to learn more?
There are even more email example categories to explore.
