Email remains among the top effective tools used for B2B marketing. But writing an effective email can be difficult. A lot of messages are discarded due to the fact that they look like spam or simply don’t resonate with the recipient. If you’d like to see greater results, you’ll need be thinking about the tone of your message and what it can offer to the person reading it.
This is a straightforward guide for creating better B2B emails. It’s not a fluff piece, but real guidance that is effective.
Start With a Clear Subject Line
The subject line of your email is what readers will see. If it’s boring or confusing people won’t even open the email. It’s the reason it’s worthwhile to spend time focusing on this section. Keep it brief. Make it clear what’s in it. Beware of words such as “free,” “limited time,” or “deal” if they make the impression of the pitch for sales.
A great subject line is one that speaks to a need or a benefit. For instance, instead telling the reader “Our New Service,” think of using something similar to “Cut Payroll Time in Half.” This will make it clear and helpful.
Try with a question, number or even a brief sentence. Make sure to keep it simple and authentic.
Write Like a Person, Not a Brand
People enjoy hearing from other people. Write your email in like you would write an email to a friend. Include their name when you are able to. Avoid using fancy words or buzzwords. Do not make it appear as if you’re promoting something.
Your opening statement should be concise. Tell the reader why you’re reaching them and how you can assist. Make sure to keep the tone relaxed but professional. Don’t try to sound like their perfect partner, but you do not wish to appear like the voice of a robot.
Use short paragraphs. Divide the text into sections so that it’s easy to read. Most people read emails quickly, so make yours simple to read.
Make the Message About Them, Not You
A majority of B2B emails make too much about the business sending them. This is an error. The reader is interested in what’s inside. This is why you need to shift your attention.
What issue do they face? What are you able to do to resolve it? Make it clear. If you’re selling software, explain what problems it relieves. If you offer services, describe how it will save you time or money or relieves stress.
It’s also a good moment to highlight something actual. People like examples. Just one line that shows the actual result can be helpful. If you’re looking for inspiration take a look at B2B email examples to find out how other companies compose the messages they send in a simple and efficient manner.
Be sure your approach is natural and not an effort to convince.
End With a Simple Call to Action
Always conclude with an obvious next step. Don’t leave readers guessing. What can they do? Book a call? Try a demo? Answer your question?
Keep it brief. One sentence is sufficient. “Would you be open to a quick call next week?” is better then “Click here to take advantage of this amazing opportunity.”
Also, don’t include excessive links. Two or three is enough. It is important to keep the concentration on the things that matter.
Test and Improve Over Time
There is no way to be perfect in the beginning. Test different subjects. Alter your call to action. Modify your opening. Check out what you can do.
Utilize open rates and responses as a guide. If you find something that works, do further experiments with it. If it doesn’t, you can change the way you do it. Continue to learn from what your target audience reacts to.
It is also possible to ask trusted friends to provide honest feedback. A fresh pair of eyes can spot issues you did not notice.
Conclusion
B2B email messages don’t need to be lengthy or flashy. The most effective ones are brief practical, informative and easy to read. Keep your eyes on the person who is reading. Write clearly. Give them something to help. After that, help them take your next action.
