If you’re in the B2B space, you must already understand how important email marketing is, but why isn’t it working out for most marketers?
As email marketers and copywriters, you want to craft emails that people love to read. You can’t create emails for the heck of it, and in case you do, your audience will only learn to treat it as white noise and tune it out.
It’s time to harness the power of email, and this blog post will help you achieve that! We’ll show you how to write compelling emails that inspire your audience to take action. Let’s dive in!
Email Marketing: The Dos and Don’ts
“Most B2B brands have an email marketing strategy, but often get stuck when it comes to writing email copies that stop the readers in their tracks and grab their attention.”
Direct email is a marketer’s biggest blessing. The one-to-one communication it offers gives you a chance to make an impact and form robust relationships with your readers. Emails provide the best ROI for marketers and flexibility and control for the readers. Only the consumers decide when to open and read an email. The first to-do on the list is consent. As a business, ensure you have an opt-in list of subscribers and follow all the data regulation laws such as CCPA, GDPR, CASL, and CAN-SPAM. If your readers wish to unsubscribe, make sure the opt-out process is smooth and easy.
Most consumers check their emails multiple times a day. You can create email marketing campaigns to educate, entertain, and inform your audience. But most importantly, to build rapport and make them trust your brand even before your ads or salespeople reach out to them. Personalization is the key. Your customers don’t want to feel they’re just another name on your list. They want to feel it’s personal. They want to feel like you’re directly talking to them.
Email marketing’s goal is to help your customers get to know your brand better and take the intended action. Before you start writing your email, you may want to ask yourself why you want to create this email in the first place. It helps you set an intention for your email marketing practice and design an inviting subject line. If you do not write a good subject line, most people would not even bother to open the email, and all the efforts you put in to create the email body go in vain. Make sure the subject line is clear and specific.
Email marketing has the potential to grow your business rapidly, no matter in which industry or niche you operate. Segment your email lists as per the audience categories and preferences. You shouldn’t be sending the same email to everyone. Marketing only works when you send the right message to the right audience at the right time. Communicate with your audience consistently- time is of the essence here! We recommend once a week for most B2B brands.
Make your emails readable- write short sentences and give enough whitespace; so it doesn’t look tedious to read to your customers. One-sentence email paragraphs make your emails scannable and prompt you to be clear and concise. Simplicity is the key!
In the B2B world, avoid sending emails early in the morning. When selecting days in the week, go for Tuesday, Wednesday, and Thursday since Mondays are busy with meetings and calls, and on Fridays, people often wrap up work early. Try to think about your reader’s schedule and time your emails accordingly.
In the end!
Emails shouldn’t be about you. They have to be about your customers because your readers aren’t interested in how great you think your business is- they want to know what you can do for them. Be bold and straightforward with your emails but don’t come off as too salesy or aggressive. Subtle marketing is the way to go!
Read more: B2B Email Marketing 101