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When it comes to B2B emails, many marketers try to find a one size fits all formula for effective b2b email campaigns and communication. However, like consumer-driven content, every specific recipient has their own needs, tastes, and preferences. There aren’t any magic templates that will work for every key decision maker, but there are a few key points and principles that can help you create effective business-driven campaigns.
Just like when you’re writing to your consumer lists, the best emails are always written as if they are targeting one specific individual. Every person who opens an email is reading it on their own and they all want to feel like the content is specifically for them, their needs, and their pain points. If an email reads like it’s addressing a mass group of people, it ruins the consumer connection and it will likely make the reader feel that your pitch isn’t catered to their business and its needs. Instead of thinking of your outreach as an email campaign, craft it like an individual and thoughtful letter.
While your emails should always come off as polished and professional, the email should read like it’s coming from a dedicated person who wants to help them with their needs, not a marketing conglomeration that is simply trying to make a sale. Just like the messaging should be tailored for the reader, the reader should feel a human connection with the sender.
A/B testing will be key for your subject lines, and subject lines are key to your performance. Many emails pitching business sales or offers will not be opened, with open emails generally below 50%. This means that you need to convey the most important part of your pitch in the subject line. If you can solve a specific pain point for the reader, let them know in the subject line and the preview text. Write your subject line and preview text as if it’s the only thing your audience will read.
Most importantly, always consider your audience. Segment your lists so your call-to-actions resonate with specific emails and create a conversational campaign that encourages customers to share their pain points with you. Before you hit send, take a deep dive into truly understanding your markets. Who are your key decision makers? What are their struggles and their needs? By taking the time to truly understand their buying journeys, you will best be able to craft valuable content and enticing offers.
Ready to target business decision makers with impactful email campaigns? Contact Site Impact to hear how we can help.
