The Ultimate Guide to B2B Marketing Emails: What You Should Include & How to Deliver

Getting a response to your marketing emails can be pretty tricky. After all, you’re essentially pitting your brand’s value against that of another company, and often times, consumers haven’t necessarily heard of the brand you’re trying to promote. That’s why incorporating customer experience (Grapevine’s #1 key performance indicator) into your email campaign is so important.

To optimize your odds of gaining interest from potential customers, you need to approach email marketing from a strategic standpoint. To begin with, you should define your target audience based on things such as buyer persona, psychographic segmentation, and market research.

Create A Voice-Able Messaging

The first step in crafting an effective email is creating a voice-able message. To do this, simply take your pitch and put it into the email. However, you want to avoid coming off too much like a robot. Instead, you want to humanize the message by incorporating some of the following tactics:

  • Personalization
  • Humor
  • Clarity of Message
  • Conversation
  • Relevancy
  • Action
  • Sharing
  • Story

You can also use the space to briefly reiterate the reason for the email campaign. For example, if you’re marketing an insurance product and the season is summer, you might want to remind your audience that they might get wet if they don’t have insurance.

Keep It Short

Shorter is often considered to be better when it comes to emails, especially B2B emails. Generally, you should keep your emails under 400 words. Though you might want to go a little long if you’re using engaging language such as colloquialisms or slang. To ensure your email will be read, you need to keep the language accessible to a general audience.

Also, make sure you hit on all the relevant points in your pitch. If you’re trying to convince someone to buy your product or service, you want to make sure you’ve covered everything from their perspective.

The Art Of The Short And Sweet

If you want to keep things interesting and avoid becoming too routine, you could try including little fun facts or interesting stories about the person you’re writing to. Including a few jokes will humanize the message and make it more interesting to read. Remember: entertaining your audience is one of the best ways to gain their attention.

However, you don’t want to go overboard with the jokes. While you might enjoy a humorous email from time to time, you don’t want to make it the centerpiece of your campaign. Keep things light.

Personalize The Subject Line

A lot of businesses don’t like to use predefined subject lines when sending out their marketing emails. Not only do they find them to be less effective, but they also personally find them to be insulting. To them, having a predefined subject line seems like a blatant impersonalization.

Instead, you want to use something akin to an email marketing software to come up with a personalized subject line for each message you send out. Doing this allows you to ensure each message is perceived as an individually addressed email. Of course, you don’t have to use a subject line generator to do this. You could simply use the person’s first name or last name in the subject line. For example, Joe Bloggs from will likely have a much higher response rate than simply

Use An Email List

An email list is a collection of email addresses that you’ve accumulated from different sources. If you want to get the most out of your email campaign, you need to incorporate an email list into your strategy. To do this, you first need to get a list of contacts from your email marketing software. Then, you can use that list to send out your campaign.

You should also set up automated emails or sequences that can be sent out at regular intervals. Doing this can help you maintain contact with your audience even if you’re not constantly checking in.

Design The Emails For Mobile

You never know what kind of device your audience is going to be reading your emails on. Depending on the platform, your email might not display optimally. For example, if you’re using Outlook on a desktop computer, you might want to consider tweaking the sizes of images and videos in your email. More importantly, you should take into account that not everybody has a large monitor and therefore, might want to read your email on a small screen.

If possible, you should design the email so that it looks the same on every device. Otherwise, you risk losing a potential customer due to sub-par mobile experience.

Use Interactive Content

Interactive content in the form of webinars, virtual tours, and case studies are extremely useful in establishing credibility and adding value to your pitch. To maximize the effectiveness of these elements, you need to ensure that your audience can navigate the content easily and engage with it in the way you intend.

Also, make sure that any dynamic content such as case studies and webinars aren’t too far above the fold. You want to ensure that your audience doesn’t have to stay on the page too long to get to the meat of your message. Though, you might want to put more emphasis on the first few paragraphs of these types of content to draw the reader in.

Use Videos

Adding a video to your email can assist you in establishing credibility by providing your audience with a visual image. Though, videos can also function as an additional tool in your campaign. To maximize their effectiveness, you need to consider using the following tactics:

  • Interactive
  • Celebrity Endorsements
  • Hero Images
  • Humor
  • Animation

Additionally, you can include a poll of some kind in the video. Doing this can provide your audience with an easy way to find out how they’re feeling about the video and your product/service. In the example above, you could put a poll asking your audience whether or not they prefer watching videos of humans or animals.

Treat Every Contact Differently

The last thing you want to do is send the same email to everybody. To ensure each email is treated as a unique message, you need to approach your email campaign from a strategic standpoint. To start with, you should define your target audience based on things such as buyer persona, psychographic segmentation, and market research. Then, you can use a tool called personalized email engagement to craft an email specifically for each individual contact.

For more information, check out this exclusive guide by HubSpot on how to craft a brilliant email pitch.

To wrap things up, if you want to get the most out of your email marketing, you need to take the time to put in the effort to craft individualized messages. Doing this will help you keep your audience interested and make your campaign a success.

Good luck out there.

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