For many years now, companies have been using email campaigns to market their products and services. It’s important to remember, however, that to run an effective email campaign and make the most of its full potential, you need to follow certain best practices.
Your contacts receive numerous e-mails every day, and only open the ones that are particularly relevant to them. So how do you write a B2B email that gets results? Here are the best tips.
B2B subject lines and opening rates
Before writing the message for your email campaign, identify your target audience and create buyer personas.
For cold prospecting, purchase a list of well-targeted contacts from a data provider with a reputation for good data.
Once you’ve established your contact list, think about working on your subject line. The subject line is very important, as it will be the first impression your email will make on the recipient. It must therefore be relevant, punchy and specific. This will encourage recipients to open your e-mail. If your e-mail generates a high open rate, this indicates to spam filters that your message is relevant.
That’s why you need to stand out from the crowd. Personalize your subject line with high-impact language, be specific, but not too specific. For example, use the recipient’s first name or company name. It’s very effective. You can also draw up a list of topics on which you’ll provide solutions to problems and create a targeted campaign that will interest your recipients.
Writing body copy for B2B email campaigns
Once this stage has been completed, you can proceed to create the body text of your email. The principle is the same as for the subject line. Here are a few elements to help you:
- Content: make sure every element is relevant to the recipient. Eliminate irrelevant elements and use concise, targeted text.
- Text: put yourself in the recipient’s shoes and focus your text on them, not on you. Talk about their advantages and the solutions to their problems.
- Call to action button: insert a strong call to action with interesting, powerful and relevant text that will encourage your interlocutor to click on it.
- Landing page: create a dedicated landing page with content and text corresponding to the email, allowing visitors to easily fill in a form.
Please note that everything you talk about in your body text must end up on the landing page.
Making sure your email campaigns reach their destination
The effectiveness of your email campaigns depends on their deliverability rate. To achieve this, they must land in recipients’ inboxes and not in their spam. This means bypassing spam filters, which take into account a number of factors that indicate how trustworthy your emails are.
As time goes by and technology improves, these anti-spam filters become more modern.
The solution: the Ediware email marketing platform! An emailing platform that will help you bypass spam filters.
It automatically eliminates erroneous data from your contact list. It protects your sender score and checks your content in real time to make sure your emails land directly in your recipients’ inboxes.
