Business and TradeDigital Media Marketing​

What are the effective keys of B2B emailing?

B2B Emailing: Email Marketing is one of the essential tools to get leads to the customer. You can convert leads into customers by sending them emails on that topic where they take interest. Such as sales, discounts, free books, etc. But if you can’t find your B2B emailing strategy effective enough, are your marketing emails often going unanswered? However, the mail is 63% the preferred channel for interacting with brands. 

Professionals in particular open commercial emails with the aim of obtaining information (61%), of competitive intelligence (34%), of discovering new products, offers, games (45%). They are also 45% of newsletter subscribers who have already made a purchase by clicking on the link in the email. It also pushes 75% of readers to go to a store to buy a product or service featured in a newsletter. It, therefore, seems obvious that email is an essential step in your marketing strategy. The B2B sector, however, requires the mastery of specific codes, so we present you with the best practices to adopt to optimize your use of professional email in order to stand out from the crowd compared to your competitors while increasing your turnover.

The open rate of your emailing: a major issue

The first goal you should strive to achieve may seem obvious but not so easy to achieve: a high open-rate. We can consider a satisfactory opening rate when it is around 20-25%. This however greatly depends on your industry and the type of email you send (email marketing, transactional, etc.). Each professional receives an average of 49 emails each day, of which around 13 are for commercial purposes. This data increasing from year to year.

So yours must seem particularly interesting to stand out and be open. It is indeed very common to see emails simply deleted before they have even been opened. So it’s not that the content was not interesting. But simply that your contact did not find it useful to open it. Did not find it interesting, or even worse than a detail, dissuaded. Here are some ways to improve your open rate.

Personalize your B2B emails as much as possible

This point requires a little bit of data. But is really essential to place the person who will receive the email in the best conditions. Indeed, addressing her by her first name, her last name. The subject as in the body of the email will give her the impression that you are really addressing her. And that it is not about an email sent to your entire database. So even if you send out a mass emailing to a large number of contacts, each of them should feel like you are addressing them specifically, in a personalized and individualized way.

Work the subject of the email

The subject is the first thing we see in an email and which suggests its content. It is therefore essential to make it as attractive as possible while remaining faithful to the content behind it. A quality object must respect certain constraints. It should be short (5 to 10 words maximum) and prompt, ideally including an action verb. This is important to avoid “spam words” such as free, amazing, promo, prices, or percentages. It is also best not to overuse capital letters and punctuation, especially exclamation points. Indeed, this excess of enthusiasm may be badly perceived by the reader and will not encourage him to open the email.

Work on your first sentence

Many inboxes now offer this option, even before an email is opened. They display the person sending it, the subject, and the first sentence of the email below the subject (also called pre-header ). It is therefore essential to work particularly on this first sentence which will eventually convince, or not, the reader to open your email. As the impact on your open rate is very great, you have as much interest in looking after it as your object. It is once again a good idea to personalize it by speaking directly to your reader.

Choose an email sender that inspires trust

Last element to work on so that your reader has the feeling that it is about a real person who is addressing him and not yet another commercial email: the sender! First of all, it is essential to avoid the abusive use of addresses such as no-reply @ Societe or info. Indeed, these can be used within the framework of mails that do not await a response, like a newsletter.

But certainly not when you sent a commercial email for which you hope a return. Then, you must make your sender immediately identifiable, in particular always keeping the same for each email. It is good to include a first name or even a surname and a first name again to reinforce the impression that it is a real interlocutor who sends the content and therefore establishes a climate of trust with the person who receives it. Finally, do not forget to program a reply address (so no reply). This point is particularly important in a B2B emailing campaign and when sending a transactional email. It is indeed not uncommon for the person to wish to respond, give them the opportunity!

Once the email is open, how to optimize the content of your B2B emailing?

Some rules for structuring a B2B emailing

Prioritization should be your watchword when writing the content of an email. Indeed, the content must be very synthetic (5 to 10 lines maximum depending on the objective), you must start directly by saying why you are contacting the person. It is also essential to speak immediately about your need. This way, she will know right away that your content is made for her and that she has every interest in reading what you offer. After that, you can explain why you are contacting her, what benefit she can derive from it, and present your offer.

Example of structuring a B2B prospecting emailing

To help you design a commercial B2B email, here is an example of effective structuring. The first sentence, first of all, should explain why you are contacting the person. It is then relevant to talk about your need, and explain what you are proposing, which precisely compensates for this need. Then, very briefly present your solution, company, accompanied by an element of reinsurance. This last point can take the form of certifications you have obtained, partners for whom you work who correspond to the industry of your contact, well-known companies for whom you work, etc. Your main goal at this stage is to inspire confidence. Finally, don’t forget to insert a Call To Action which would offer, for example, the possibility of reserving a time slot so that you present your solution in more detail.

Integrate a CTA yes, but not just any old way

It seems obvious to integrate a Call To Action in your email, in order to allow your reader to continue his experience in your universe. This CTA must logically be related to the content of your email. If you present for example a new offer redirects it to the page of your site which speaks about it more precisely, if it is a newsletter highlighting your blog send it to the articles you are talking about, etc. It is preferable that the CTA contains an action verb so that the suggested action is clearly understandable. Finally, do not neglect the place where you position it so that it is visible and especially that its location is logical in relation to all the content.

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