Email marketing is a powerful way to connect with your customers on a personal level, and it can be incredibly effective at increasing brand loyalty and bringing in new business.
But how do you get the most out of email marketing? With so many email newsletters cluttering up inboxes, it’s easy to lose readership.
Following the best B2B email marketing examples in this article will help you create an effective email newsletter that sticks out from the crowd and converts readers into customers.
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Get the subject line right
Subject lines are arguably one of, if not THE most important parts of any email. To maximize your chances of getting opened, it’s vital that you make sure your subject line is compelling and clear.
If you aren’t confident that it will pique interest, there’s a very high chance that people will just delete or ignore your email altogether.
Here are some of our favorite examples
- How To Get A Job You Love – This is one of my favorites because it’s so straightforward and easy to understand what they’re offering.
- Your Secret Weapon For Landing Any Job – This one is great because it’s short and sweet but also contains an element of intrigue with the word secret. People love secrets!
- The Secret To Getting Hired – The use of exclamation points in subject lines has been shown to increase open rates by as much as 20%!
- Why I Fired My Boss – Like #3, using exclamation points in subject lines can help convey excitement about what you’re offering and make them more likely to be opened.
All the above-listed samples are what you can easily get online and thank me later on…
Use a catchy lead
When a prospect opens your email, they only have seconds to decide whether or not to keep reading. In those few seconds, you need them to be intrigued by what you’re offering.
And that means having a good subject line. Whether it’s your lead, a teaser for your content, or a follow-up message asking for feedback, ensure that your emails are attractive and include relevant information about what you can do for them.
You might think that your email body is secondary, but it can help you ensure your email gets read in full. With a strong message, you’ll show prospects that you know their pain points and have solutions for them.
The key here is to tell a story rather than just listing off features and benefits; both are important, but one will get clicked on more often than not.
Use calls-to-action throughout your message, whether it’s something simple like a click here button or something more advanced like an infographic or video directing them further down your funnel.
Keep it simple
A picture says a thousand words, but those words are easier said than done. Try not to get carried away with long copies.
A reader might scroll past lengthy text if they don’t find it interesting. Write with your intended audience in mind and only include topics that are relevant to them.
You can use bullet points or numbered lists to make your information easy to read. Like most marketing content, it’s best to stick with a list format, because studies show list posts get more social shares on average (and as you know, social shares = exposure).
Remember that you’re writing for an online audience who may have less time than your offline readers so keep your emails short and sweet—but not too sweet!
Have a call-to-action at the end
Adding a call-to-action at the end of your newsletter not only encourages recipients to take action, but it also reminds them that you are always willing and able to help.
This can result in more clients wanting to speak with you and a higher overall sales percentage. Furthermore, putting together your own calls to action is much easier than you may think.
Call-to-actions should be specific and relevant, always include your company’s name (unless otherwise requested) and ensure they are placed at a strategic position within your newsletter.
Most importantly, they should never be overdone; after all, you don’t want to turn off recipients by asking them to take action too often.
Use live links wherever possible
A live link makes it so that when a reader clicks on it, they’re taken directly to your website. So if you mention a specific product in your post (which is something you should definitely do), be sure that there’s a live link included so people can easily click and check it out.
This works best if you have links set up on your site and labeled specifically for sharing via social media.
If not, don’t fret! There are plenty of plug-ins and apps available for free (and paid) which will automatically create these links for you and label them appropriately.
Embed videos where they make sense
Videos are a great way to illustrate your products and services. Just make sure you’re careful when using them in emails—video autoplay is now blocked by default in most email clients, but can still be triggered.
Consider adding a video overlay that pops up when someone hovers over it with their cursor. For example, we use Overlay Builder for MailChimp customers.
This way, people who like what they see can click through right away—and those who don’t will be able to find out more about your product or service before taking action.
Send time-sensitive emails
It’s good practice to send emails as close to an individual’s purchase as possible. If you send an email too early, it might get lost in their inbox.
If you wait too long, you risk losing their interest altogether. In order for your emails to be impactful, send them no more than 48 hours after purchase or immediately after a lead has filled out some sort of contact form (email signup, request for a demo).
Speak in the first person
When writing emails, it’s important to talk directly to your reader, using your statements whenever possible.
If you’re trying to get customers or clients on board with a new program or campaign, use the first-person and I statement throughout your communication.
For example – I understand that you are hesitant about transitioning from a traditional direct mail campaign into email marketing—and I can appreciate that… Showing customers you relate and connect with them will help build trust and gain more attention for your content.
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