Tips for B2B Emails that Generate Leads
Email marketing is the most effective and easier way of marketing your brand. But, there is a catch. For your email marketing to flourish your emails need to be compelling enough to be taken seriously.
I come across dozens of sales emails every day, and most of them end up in the bin. Why? Because everybody wants to sell their product. There happen to be only a few emails that make me want to open them.
Fact: On average, only 24% of sales emails get opened, and depending upon your industry the open rate may vary.
Well, what’s different about them? What makes the 24% of emails special that they get opened by the target audience? Do you want your emails also to fall under that 24%?
You are in the right place!
In this article, I have put together the best practices of writing B2B marketing emails that sell.
So let’s jump right in,
Personalized Emails Fetch More Engagement Rates
The first step towards writing better emails is personalizing them. Don’t make it look like you are marketing to your customer. Rather keep it like a conversation. People don’t always like to be sold something.
Why is personalization important? Because, it helps you build a trusted relationship with your customers. It makes them feel that you as a brand care about them.
There are myriad ways of personalizing an email. Starting from including the recipient’s name. Personalization of emails requires more than just including a name.
You must ask your customers the right questions. Like, what is the reason for them to visit your website, becoming a user, subscribing to your email newsletter. The answers to these questions will make the personalization of your emails astonishingly easy.
What else is going to help you personalize your emails? Segmenting your email list. When you segment your customers based on their gender, age, location, and purchase behavior, you will be able to create extremely targeted emails that have a higher rate of success.
Enticing Subject Lines
Subject lines are the most crucial part of an email. Because your customers decide whether to open your email based on how compelling your subject line is. The subject line is the first element your customer sees in their inbox. So getting them right is very important.
So, how do you write better subject lines? Well, there are a lot of ways for crafting better subject lines. For starters, your subject lines must create a sense of urgency and curiosity in the email recipient’s mind.
You must give a glimpse of the offer present in your emails, people love offers and discounted stuff. But this does not mean to tell them what’s inside this is where you pique curiosity in your prospect’s mind.
Avoid Long Boring Content
You don’t have to be Shakespeare while writing your email content. Keep your content short, simple, and to the point. Nothing is worse than opening a business sales email and finding lengthy boring content.
Time is important, both yours and your customers’ so don’t waste it on writing and forcing your customers to read long content. Keep it as short as possible. Create a copy that successfully conveys your brand’s message in fewer words. In the quest of writing short content, do not compromise on the message you want to convey.
The best form of email is the one that contains no more than 125 words. Make sure to create content between 50-125 words. Set word count limits on your email content, this will help you alleviate lengthy paragraphs, and chunks of words.
Provide Useful Content – Relevance is the key
The biggest turn off for a customer is when they receive relevant sales emails. It is useless to send an email regarding the product or service your customer is not interested in.
This is an era of data, where you can gather a lot of data regarding your customer. Keep in mind your customer’s search history, purchase behavior, and interests while creating your copy.
The chances for your customers to open your emails and click through is higher when you send them relevant content, which mentions their recent interests or regarding something that is waiting in their wishlist or cart.
Pro tip: Try including customer testimonials in your emails, because nothing motivates a buyer intent more than a peer’s word of mouth. A study says, more than 92% of buyers consider a testimonial or review while purchasing a product.
Integrate Call-To-Action Buttons (CTAs)
Now let us assume, your prospect is impressed by your sales email and wants to move towards the next step to make a purchase. You must make this step easier for your prospect by integrating a CTA in your email.
A CTA button lets your customer know what exactly to do next. It is preposterous to assume your prospect knows the sales process, don’t leave your prospect puzzled about the next step. Instead, make the movement towards purchase easier.
According to research, integrating just one CTA button in an email increased the number of licks by 371% and sales by 1617%
Still want to ignore CTAs?
Don’t Forget To Follow Up
Sending an email one time isn’t going to do the job, you need to follow up with your prospects regularly. Just because your prospects don’t reply to your first email, does not mean you give up on them. Sometimes it takes more than a few emails to convince your prospect to become a buying customer.
Following up with your prospects is a step that is ignored widely by a lot of salespeople. The soon you stop trying to connect with your prospect the sooner are they going to forget you.
You must have heard or read about how effective an email campaign is in generating leads and boosting the sales of your brand. But there are these steps to take care of to make sure your emails yield the results you desire.
The aforementioned tips are tried and tested by seasoned marketers over time. By personalizing your emails, writing attention-grabbing subject lines, avoiding lengthy content, and integrating call to action buttons, you can boost your lead generation and keep your sales funnel filled all the time.