Now, decision-makers juggle an average of 121 emails per day. In fact, it is increasingly difficult to stand out. Between the ringing phones, notifications and Slacks that follow one another, how can you ensure that your message remains engraved in the memory of your recipient?
This is why it is crucial to design your B2B email so that it is as captivating and impactful as possible.
The goal is to stick in your recipient's mind and increase the chances that they hit the "Reply" . But what sets a good B2B email apart?
The 3 fundamental keys to a good prospecting email
1 – Personalization
Personalized messages, based on job titles, pain points and LinkedIn activity , have a significant impact. Personalization can increase response rates by up to 142% . Indeed, you need a tailor-made message highlighting your recipient and giving them the impression of being your only contact. You can rely on cold email templates. However, the main thing is to personalize them.
2 – Useful content
Before asking for something in return, provide value . As Dr. Robert B. Cialdini points out in “Influence: The Psychology of Persuasion ,” giving something first encourages more reciprocity . Provide helpful resources, answer tough questions, and share ideas that demonstrate your industry expertise.
3 – Simple design and structure
A simple structure grabs the attention of busy recipients. Make their lives easier by making your emails easy to navigate. Use standard fonts, avoid long blocks of text. Include links to relevant content and make sure your emails are optimized for mobile and desktop devices. The less cognitive load there is for the reader, the better it will be for the effectiveness of your prospecting.
Here is an example of email marketing. The graph shows you concretely what to do and the mistakes to avoid.
READ ALSO: B2b Email: Why place an order with a supplier by Email
How to write a B2B email sequence that converts?
You have learned about personalization, usefulness and simplicity. But concretely, how to write the sequence so that it is optimized for conversion? Here are 6 best practices that will help you refine them.
1 – Create an eye-catching object
The first thing your recipient sees is the subject line. It should resonate and inspire him to read more. Use personalized, engaging objects and if possible, include a number. In fact, objects with numbers have an open rate of 57% , so use them wisely.
2 – Make the first line a statement about them
Establish relevance from the first line by focusing on your recipient rather than yourself. Mention their references, like a recent post on LinkedIn or refer to a recent public speech. This shows that you have done your homework and that you know it .
3 – Stay Conversational
Use casual language to create a conversational atmosphere. Avoid corporate jargon and be natural. Show that you understand their specific challenges by using phrases like “You probably face…” or “I’m sure you’re familiar with…” .
4 – Use storytelling
Create a story that resonates with your recipient. People remember stories much more than facts and figures . Tell a story around the solution you have to offer, highlighting real case studies or success stories.
5 – Include a call to action (CTA)
Finish with a clear and precise CTA . Clearly state the next step you want your recipient to take. Keep it brief and focus on the benefits to your prospect.
6 – Add a signature
Create a personalized email signature with your contact details and links to your website and social media . This encourages your recipient to find out more about you and your product, strengthening your reputation .
