How to get people to read your sales emails (and what not to do)

Find out how to effectively use B2B marketing and sales emails to win leads and close deals. Our guide will walk you through the steps of this process.

By Kompass International

Using email has been consistently proven to be one of the most effective B2B marketing methods to facilitate new sales. Although it may seem like a simple process, it can prove difficult to optimize your open rate.

Fortunately, there’s a handful of tips you can use to increase this metric drastically.

Not quite sure where to start? Let’s explore everything you should keep in mind.

1. Be straightforward

One of the worst things you can do when it comes to B2B email copy is present a long-winded sales pitch. Not only does this waste your audience’s time, but it makes it completely obvious that you’re eventually going to make them an offer.

Instead, it’s highly recommended that you keep your email copy under 150 words. Ironically, this often makes it even more challenging to get your point across.

But creating a comprehensive email within this range will ensure that you take a minimal amount of time out of your potential clients’ day. Additionally, you can provide them with the opportunity to learn more and direct them to your company’s website or online store.

Put simply, more straightforward emails have a higher chance of success.

2. Ensure your content is error-free

Sending emails with grammatical errors is a surefire way to eliminate the chance that an individual wants to work with your business. Not only does this make you look unprofessional, but it can sow distrust among your audience.

If your target demographic doesn’t hold your company in the steam, it’s unlikely they’ll have any interest in learning more about what you can offer them.

Additionally, running spellcheck and tweaking grammar isn’t always enough to get the point across. It’s best to outsource this obligation to a professional for those who aren’t experienced in writing email copy.

This will allow you to ensure that your content is perfectly tailored to your clients’ needs and your business’s needs.

3. Test different email schedules

To have the highest chance of reaching the open rate you desire, you’ll need to send your emails at an optimal time.

In the beginning, you’ll have to choose a time based on your research of your target demographic. For example, younger entrepreneurs are more likely to work later into the evening than older business owners.

Additionally, you’ll need to consider the time zone that your audience is in. If you have clients all across the country or globe, consider segmenting your audience based on the time zone they reside in.

This way, you can ensure that each segment receives your email at the right time.

If you’re still not quite reaching the numbers you want to, consider tweaking your email schedule and keeping track of the results. Afterward, you can determine the optimal time to hit ‘send.’

4. Maintain professionalism

Conveying a professional atmosphere will help you establish trust and reliability. In contrast, coming off too casual can make you sound inexperienced and give off the impression that you don’t care whether your client is satisfied.

It’s important to know, though, that being professional doesn’t mean you have to be too serious.

Incorporating a bit of personality into your emails can go a long way when helping them avoid sounded robotic. Of course, this factor will also be influenced by the industry you work in — some companies may need to maintain a much higher level of formality than others.

Regardless, your emails should always sound refined and engaging.

5. Cater to their needs

Many companies make the mistake of centering their emails around themselves. When they should be focusing on the needs of the client. As such, it’s essential to prioritize acknowledging their pain points as opposed to your company’s recent shipment. Let’s take a look at two examples of email intros from a wholesale supplier to independent companies:

Example A:

It’s no secret that COVID-19 has reshaped the way companies fulfill their clients’ orders. That’s why we’ve decided to revamp our contract terms for first-time buyers completely.

We’re proud to offer…

Example B:

Did you know that our brand was ranked #1 in our local industry for the 5th year in a row? This is a direct result of the strategies implemented by our new CEO, Dan Hamilton.

In fact, we’ve even managed to increase our metrics by…

It’s safe to assume that more people would be interested in reading the rest of Example A instead of Example B since it directly caters to their needs.

6. The subject line is crucial

Since this is the shortest section of your email, it requires the most attention. Your subject should be straightforward but also interesting enough to compel readers to open the message.

It’s also recommended that you write one that’s no more than 30 characters in length.

When coming up with a subject line, avoid using sales language like ‘offer,’ ‘discount,’ etc. Otherwise, your audience may misconstrue your message as spam. Instead, consider personalizing your subject line by including the recipient’s name, a product or service that they need for, etc.

As with testing different times that you send your emails, you should also try other subject lines to determine which ones work best for your audience.

It can seem challenging to optimize your B2B marketing emails.

But the above information will make the process far smoother.

From here, you’ll be able to ensure that the B2B marketing strategies you use for your email campaigns provide the highest returns possible.

Want to learn more about what we have to offer? Feel free to reach out to us today and see how we can help.


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