Email marketing is a good way to reach new customers and stay in touch with the ones you already have. But how do you make emails that people will want to read? Here are a few things to think about as you plan your next campaign.
What's the difference between B2B and B2C email marketing?
Business-to-business email marketing is very different from marketing to consumers. B2B emails try to sell to a business instead of a person. Most of the time, these are services that can affect and help a business.
Because of these differences, B2B marketing is much harder than marketing to consumers. When building your B2B marketing campaigns, you should think about a lot of things.
Write scroll-stopping subjects.
A simple way to get people to not open your emails is to write boring subject lines. Really, take your time when you're writing. It could help or hurt how well your campaign works. Think of a topic as a movie trailer: the goal is to get people interested in a few dozen characters.
The more time you spend coming up with a catchy subject line, the more likely it is that your open rates will go up.
Remember that the subject line is the first thing someone will see when they open your email. They should be written in a way that makes the person you're writing to notice them right away. When doing outreach, make sure to take your time, revise, and A/B test your ideas.
Check out my full post to learn how to write subjects that make people stop scrolling.
Stick to one call-to-action (CTA) per email.
Even though it makes sense that you want potential customers to see all the cool features, a blog post, and your sales page. Before you give a reader all of that, boil it down to one point. Yes, you did hear me right. One.
If you can get a prospect to open and read your email and get them interested enough to click, make sure that click counts. Get them to go to a page that fits with the offer you made in the email. Don't make the tasks at hand too hard.
Less complicated is better. If you give your readers too many choices, they might get confused and leave your email. The goal is to tell them what to do.
Segment your email for maximum impact.
Think about your customers and their paths to purchase. Only some of your emails will reach your prospects where they are in that journey. You can use segmentation to push your warm prospects to convert and warm up your cold prospects who are just joining your campaigns.
Make sure that when your prospects do certain things, you mark them in the right way. The more you keep track of them, the more you'll know about where they are in the buying process.
List segmentation is important if you want to carefully market to your prospects.
Make sure your emails are mobile-friendly.
Write for mobile and flexibility. Even though the look is important. Accessibility is more important. People read their emails on their phones more than 60% of the time.
What does mobile-friendly look like? These designs don't require you to zoom in, they load quickly, and they shouldn't have a lot of graphics or big files. They should be written in a way that makes people want to scroll. Add bits of color to the email to make the person want to keep reading.
The more you think about how accessible your design is, the more interested your prospects will be.
You can make your site mobile-friendly with the help of software like ActiveCampaign or Mailchimp. On my Email Marketing 101 page, I talk more about these tools.
Don’t get cold feet for cold emails.
Don't be afraid to send cold emails when building your email list. People should know about your business because it's important.
Even though it can be weird to send an email to someone you don't know, it's a necessary step in sales. Why should you be afraid if you know your product will help the people you're reaching out to and believe in it?
At the very least, you're giving these people a great answer to a problem they're having. They should thank you as much as you will for helping them. Remember that we're all people, and if your intentions are good, you'll draw the right people to you.
You might make a connection faster if you send a cold email.
Why should you improve your B2B emails?
If this article wasn't enough to get you to improve your B2B emails, remember that bad emails cost money. The better your emails are, the more likely it is that the person you're reaching out to will give you a call.
You're getting closer to making a sale and getting a new client. Pay attention to what you write. Think about how long it will take to read and give a good reason for people to click on your CTA.
Let's go over some ways to make your B2B emails better.
- First, write subject lines that are interesting. Make it stand out and people will stop scrolling through their inboxes.
- Make sure your lists have the right tags and sections. These different groups give you a lot more options for how to send emails. Don't send converting emails to cold contacts. Instead, send warm contacts the last push they need to convert.
- Always make sure your emails can be read on mobile devices. Most people who read emails do so on their phones. Think about that when you choose the size of your fonts and the length of your email.
- Send the cold email last! Don't be afraid of not being read. You have no idea who you're trying to reach out to. How could things go wrong?
I hope this gives you more confidence in your business-to-business (B2B) email campaigns. When it comes to writing the best email, practice is key.
