This year SmartInsights website published the statistics compilation, clearly showing that email marketing remains as effective as before, no matter how much internet changes over years. This means that B2B emails are still one of the powerful lead generation tools – assuming you can use them right.
Writing emails that indeed reach the audience can be tricky, just like any other kind of writing. But just like any other kind of writing, it can also be mastered once you know about the tips and tricks. Essay writing services provide tips for students who struggle with coming up with strong cause and effect essay topics – and I want to ease your struggles, offering some tips on B2B emails writing.
1. Make the most out of the subject line
Did you know that emails with personalized subject lines are opened 26% more likely than the ones without them? Of course, you aren’t always able to come up with a personalized subject line for every client – but you still need to work hard on each one you use.
Every person receives plenty of emails each day, but most of these emails often are sent to trash without even being opened. Most often this happens because the subject lines aren’t powerful enough – and that’s what you should avoid.
A perfect subject line has to be:
– personalized (or at least having an element of personalization);
– raising curiosity.
Sure, such lines aren’t easy to write but various online tutorials can help you do so!
2. Make this look urgent.
Maybe you’re writing to inform a customer about a new deal, to announce some discounts, to tell about the release of a new product or service. While presenting urgency is not possible in all of these cases, in most of them you are able to make your readers act at the moment.
Don’t miss the chance. The truth is that while many of your customers might be interested in acting, they still won’t do so unless they feel it has to be done quickly. That’s why it’s also important to remind them when a discount or a deal is about to expire or when a product they’re watching is about to end – this could stimulate action as well.
3. Minimize distractions.
There’s a tendency to use graphics in emails these days – and while the idea itself is good, it isn’t always done the right way.
What you need to remember is that people tend to read emails from mobile devices now – and that’s why it’s wise to review the whole approach to design and formatting. What worked effectively on laptops and PCs once, might not work as good on mobile devices. For example, big chunks of texts might not look too impressive on large screens but could look too overwhelming on smaller ones. Graphic images placed before the main text can distract attention, especially when viewed on tablets and smartphones.
The main principle of modern email design is to keep it as simple as possible. The same goes for formatting and for the style.
4. Remember that benefits are more important than the features.
Listing all the features of a product or a service might be especially tempting when a new one of them is revealed. However, that usually doesn’t work effectively enough with the customers. While they might be interested in the features, they still could not find them convincing enough.
They are, however, better convinces when presented with the benefits of ordering a product/purchasing a service. Don’t tell them what your product/service can do – tell and show what it would be in it for them personally.
5. Invest time into CTA creation
Even if you think that an email itself encourages your customers to act, it’s still better to guide them. Maybe your CTA will the thing that’ll help them make a final decision. Maybe it would show them clearly what do they need to do next: for example, call you, place an order, and so on.
When you include a clear CTA in your email and work hard to make this CTA as prominent as possible, you demonstrate your customers what they can expect from you as well as remind them how they can act now.
Sometimes even the smallest details and slightest changes can make a huge difference. That’s why it’s always important to analyze the result of your work, to experiment, and to repeat what works well enough for your clients specifically.
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. During his off time, Kevin enjoys traveling and cooking. Feel free to connect with him on Twitter, Linkedin & Google+.