How To Make an Effective Marketing Email for B2B Marketing
Hey there! For the next 30 days, I will be creating marketing material for a startup called In Stock to expand their customer base and build new business partnerships. In this post, I will show you what I learned about making effective emails for B2B outreach. To explore my entire project, click here.
Marketing is such a unique topic because of its complexity. There are many different types of marketing and many different types of methods to use. When it comes to Business to Business (B2B) marketing, emailing is the primary method used by marketers.
Because of the dense competition, it is important to know what actually makes an email effective. Below are the top 3 components to consider.
Subject Line
This is the #1 factor in getting conversions through email. You have to get your audience to want to open it in the first place. The subject line of the email is going to be the first thing they see. The objective is to draw them in and make them want to read more.
You also need to have it tie into the purpose of the email. Are you selling a product, proposing a partnership, or asking for something?
When creating emails for In Stock, my goal was to secure a partnership. My subject line had to brace the reader for the context of the email and pique their interest.
“10 minutes of your time?” prepares the reader for the ask, and also makes them want to discover what the email is about. 10 minutes is a very short time commitment and makes the ask seem doable.
Content
This is all about what your email is about. The purpose of your email needs to be clear, concise, and personalized. You can keep the reader’s attention by following 3 rules.
- Make it personal- you want the reader to feel like you’re talking to them. It’s ok to be a bit informal with your writing style. You don’t want to sound like a robot.
- Show your value- Give your reader a reason to want to respond. Showcase what you can do for them. Do you have a special offer? Can you bring something of value to them?
- Have an ask- You need to have a clear call to action and please-only have one. You don’t want to overwhelm the reader with too much to ask for. Make it easy for them to follow through by providing direct links that can guide them to perform the task that you’re asking of them.
Close It Out
Your final words are just as important as your first. You want your reader to close out with feelings of warmth, appreciation, excitement, and so on. This makes them more likely to follow through on your ask.
Depending on the context of your email, you can close out with something personalized to the reader or a unique phrase that is related to your brand. Instead of, “Can’t wait to hear from you!” say, “Can’t wait to hear from you, Brian!” Just by adding a name, you can make a deeper connection.
See It In Action
Emails I drafted for In Stock while following these tips can be found here. Check them out as well as the links to my resource articles!
Resources
https://www.entrepreneur.com/article/240454
https://www.yesware.com/blog/cold-email/
