6 Best Practices for B2B Sales Emails

B2B sales emails can be major boosters for your products and services. Drafting a perfect email is important because it can set the tone for future business between you and your customers.

Research shows that only 24% of sales emails are opened. Having been recipients of sales emails at some point in our lives, we can relate to how annoying it can be to receive scores of such emails. Therefore, if you don’t want your B2B sales emails to be among all those unopened emails, you must act now.

B2B sales emails are a great way to connect to your target audiences. They can give you better product outreach among a wide market and are a vital part of your B2B sales process. For example, you can increase your brand awareness and keep your potential customers informed about your products and services using B2B sales emails.

They also come in handy in nurturing leads and facilitating stronger customer relationships.

6 Best Practices for Writing Effective B2B Sales Emails

Here are some tried and tested best practices to make your sales emails exciting and engaging.

Use a Captivating and Legitimate Subject Line

One of the easiest ways to grab your customer's attention is by sending them a sales email with an appealing subject line. The open rates of your emails will soar if their subject lines do not strictly speak business. You must also keep a check on the length of the subject line and ensure it’s within a range of 28-50 characters. Research shows that the ideal length of a B2B sales email subject line should be about 41 characters.

In a fast-paced life, customers only check emails with important subject lines. You should pose the subject line to feed into what customers are looking for.

Also, keep the legitimacy of your subject line in check. Avoid using misleading subject lines that are not grounded in the reality of your products and services.

Personalize Everything

Generic is passé. Customers are looking for B2B companies that invest efforts into connecting with them personally. Recent research shows that 47% of B2B companies had email personalization as their go-to strategy in the past few years.

Overly formal and to-the-point sales emails are more likely to put the customers out. Your customers know that you are trying to sell them your products and services. However, they want to feel you need them and are talking to them one on one. Also consider personalizing the subject line. According to Snov.io, 62% of emails are opened because of a personalized subject line.

Add Visual Flavor

Psychologically speaking, some people tend to remember things better graphically than textually. This is where images in B2B sales emails fit the picture.

Research shows that 65% of customers prefer only images in their B2B sales emails.

Add a Call to Action

One of the most essential aspects of writing effective B2B sales emails is ensuring they capture all important information about your products/services that can help your customers and prospects make an informed purchase decision.

Besides mentioning what you offer, you must explain how it will help your customer.

Clear information can also help your customers decide why they must choose you over your competitors.

Also, ensure you add a call to action in your email. If your sales email convinces your customers you can help them and they decide they want to take further action, make sure they know the next step. Use a simple and single call to action.

Keep It Short and Sweet

A lengthy sales email is the last thing your customers want. Moreover, lengthy sales emails land up straight in the “Trash” folder.

Therefore, keep your emails short and concise while providing all the relevant information that can support your customers’ buying decisions. Then, make an enticing offer for the customer. Finally, suggest a course of action you want them to take.

Send Often, But Not Too Often

As much as you want to stay in touch with your customers, you don't want to go overboard with the number of sales emails you send them. Keeping your customers informed doesn't require flooding them with your emails. Too many sales emails can push your customers to unsubscribe from your emails and lose interest in your services. The key is to find a balance. The optimum number of emails must fall somewhere between 1 to 5 per month.

According to DMA Insight: Marketer email tracking study, B2B companies send sales email at the most 2-3 times a month. So, also consider if you are reaching out frequently enough to demonstrate your interest in your prospect. 

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