Email marketing is already known within B2B circles as an effective means of getting high quality leads. But for some reason, companies struggle to realize the full potential of this platform in terms of getting prospects to engage or in other words, compel them to open an email and cultivate interest. We know for a fact though that content has a lot to do with these areas.
- Know your audience
Make use of buyer persona research to really get to know your target audience. Think about not only their pain points and challenges, but how they talk and the language they use. This knowledge will naturally shape the style of your own writing. If you keep your tone genuine and understanding, you’ll start to build trust.
- Focus on the subject line
33% of email recipients open email based on subject line alone – Adestra
Subject lines are serious business. If the subject line doesn’t immediately engage, the email will never get opened and the body copy is irrelevant. The best ones are short, personalised and targeted, and incentivise readers to open the email.
- Make it personal
Personalised emails improve clickthrough rates by 14% and conversion rates by 10% – Aberdeen
Tailor the email to each individual and discuss the issues that specifically affect them. Today’s technology makes personalisation more achievable; use variable fields to include the recipient’s first name, company name, location, job function and so on, and continue to use these throughout (sparingly!). Ensure the ‘From’ address is that of an individual, not the brand, and finish the email with your own name.
- Keep it straightforward and to the point
Emails should be no more than 300 words, and ideally 250 or less – Funnel Envy
Leads and prospects receive huge amounts of email every day. Keep your content short and focused on the prospect and their pain points. Address their issues in the first few sentences, so they’re immediately engaged and more inclined to continue reading. By showing the prospect you have a good understanding of their pain points and what motivates them, you’re in a better position to offer advice and solutions that could help them.
- Spend time crafting your CTA
To move leads further into the sales funnel, your actions need to guide them. Make sure the CTA is prominent on the page and give your prospect a step to take next i.e. calling your direct number within the next week in order to set up a short meeting. It’s a good idea to manage their expectations by reiterating what they can expect to receive in return for this contact, and also the next steps you’ll be taking.