Despite how much marketing has changed over the years, emails remain one of the most effective marketing tools even now. However, the strategy of writing effective B2B emails remains a mystery to many. What differs an email that gets opened and responded from the one that goes straight to the bin? Is there any difference at all?
Yes, there is. Of course, there’s no way to ensure that your marketing campaign would be as effective as you hope to (though you can predict it with the help of analytics and metrics). But there’s a way to make your B2B emails instantly better and more effective.
So, if you want to craft great B2B emails, here’s what you need to pay attention to:
1. The Goal
Of course, when you launch an email marketing campaign, you have a certain goal in mind – maybe even a couple of such goals. What you need to do before you move to writing is to define that goal clearly and write it down right at the top of your draft.
First, this will help you focus on your main goal – and pick the main one in case you have a couple of them. Second, this will help you pick the words and CTAs that help achieve your goal the best.
Also, you might find yourself in a situation when you spend a lot of time on writing and still aren’t satisfied with the result. In that case, don’t be afraid to change your goal to a more suitable one.
2. The Subject Line
Yes, probably all of us know that subject lines do matter – but do you know exactly how much they could affect your email marketing campaign? According to the data provided by Econsultancy, subject lines containing the word «sale» increase open rates by 23.2%, while the ones containing the word «save» also increase open rates but only by 3.4%.
But this doesn’t mean that you should tailor all your subject lines to these words only. There are plenty of ways in crafting a powerful subject line – you can make it intriguing or straightforward, specific or personal.
3. The Tone
One of the best ways to encourage the audience to respond to an email is to create a sense of urgency. You can do so by mentioning that a certain offer works for a limited time only, by presenting a certain deadline or by simply making an email look urgent with the help of its tone or its subject line. This would stimulate the recipients to make the decision quickly.
4. The Benefits
We all know that when you make a certain offer, you need to state the benefits. But you also need to do this as clearly as possible, resisting the temptation of getting into too many details, using ambiguous words, and so on.
This matters a lot for two reasons. First of all, the more specific you are, the more honest, clear, and appealing your offer looks. Second, using fewer words makes your emails as precise as possible – which is great in general. As most people open emails on mobile devices these days, you should do your best to ensure that your emails won’t be too long and too hard to read – so tightening up the benefits’ description could be a good way to achieve this.
5. The Personal Approach
The personal approach helps to build a deeper connection between a company or a brand and their clients. But it also increases the effectiveness of your email marketing campaign a lot. Simply mentioning a recipient’s name in your emails can already make a huge difference.
But besides using the names, there are other ways to make emails more personal:
- By analyzing their purchase history and sending them purchase-related offers;
- By researching your audience.
You could also consider running a couple of surveys to gather more data on your clients.
6. The CTA
Sure, if your email is written well, it will encourage the recipients to take a certain action. But still, it never hurts reminding them about this. To do so, always include a powerful CTA in your email. Make sure that a CTA is clear enough and looks interesting at the same time. Also, be sure to place it right at the beginning of your email, somewhere near the initial pitch – and repeat somewhere near the end to make the message stronger.
The process of crafting an effective B2B email is not as challenging as you might think. In fact, it’s just the opposite: you should focus on your recipients and on making your emails as simple and concise as they can be. Try doing so and find for yourself that email marketing can be easy yet effective.
Kevin is a professional educator and a private tutor with over 8 years of experience. He is also a content writer for various blogs about higher education, entertainment, social media & blogging. Currently, Kevin works as a part-time writer for EliteEssayWriters. During his off time, Kevin enjoys traveling and cooking. Feel free to connect with him on Twitter