Date published

Jul 25, 2023

As a digital marketing agency in Leeds, we understand that in today's fast-paced digital world, effective email marketing is a great opportunity for B2B businesses to connect with their target audience on a deeper level and drive action through a tailored communication plan. However, simply sending out emails won't guarantee success. To maximise the impact of your email campaigns, it's essential to implement best practices and optimise your content and design for increased engagement. Here are some valuable recommendations to level up your email game.

Email Copy B2B Best Practices

CTAs Throughout: Make it easy for your readers to take action by strategically placing clear and compelling calls-to-action (CTAs) throughout your emails to guide them on their journey towards conversion. Keep in mind that CTAs aren't just buttons; They can be hidden text links in your body copy or simply more action-based language in titles and paragraph endings.

Client-Centred Language: Shift the focus from your brand to the reader by using more human, client-centric language. Address their needs directly with "you" instead of listing what your brand believes in—ending up using too much "we".

Emphasise Benefits: Highlight the benefits of your products or services to the reader. Showcase how your offerings can positively impact their business, making it irresistible to pass up.

Social Proof from Clients: Boost credibility by using quotes from satisfied clients as social proof. Keep the quotes brief and relevant, placing them as a final sign-off to keep the flow of your message tight.

Varied Argument Approaches: Build your arguments thoroughly by approaching the same subject from different angles over time. Use a mix of introductory, social proof, gain, fear, logic, and urgency emails to keep readers engaged and answer a number of counter-arguments.

Strategic Use of Downloadable Content: Don't overwhelm your readers with long emails. Instead, use snappy copy that teases the benefits and directs readers to your website for more information. There, you can lead them directly to a blog or give them access to a report in exchange for their email.

Subject Line Strategy: Craft subject lines that entice readers to click while staying away from overly sales-y language. Keep them around 60 characters for optimal display on various devices.

Team Personalisation: Add a personal touch by signing emails with the name of someone from your team. This not only adds some authority to your message but also establishes a stronger connection with the reader.

Client Personalisation: Explore the potential of personalisation in your emails. Addressing recipients by their names, referring to their role or industry, can capture their attention and create a more customised experience.

Message Hierarchy and Internal Links: Utilising stats to effectively prove your point and incorporating summary bullets can improve your message hierarchy. You’d like to include internal links to your website, so to keep your readers engaged with your content.

Email Design B2B Best Practices

Prominent Branding: Ensure your brand's identity is prominently displayed at the top of each email to support brand recognition and build trust with recipients.

Consistent Brand Colours: Use your brand's colours consistently throughout the email. That’s a simple way to reinforce brand identity and create a cohesive and memorable experience.

Eye-catching Images and Stylised Design: Incorporate high-quality images and design elements to make your emails visually appealing. That way, you will stand out from the competition and convey a professional and polished image for your brand.

Clear Subheaders and Icons: Use clear subheaders to segment your content effectively, making it easier for readers to navigate through the email. Consider using icons to symbolise different sections and uplift the experience.

Incorporate Trust Signals: Add trust signals like Trustpilot or customer reviews to build credibility and confidence in your offerings.

Visual Engagement: Use visual pullouts for statistics or infographics to make your content more engaging, fast to skim, and easy to digest.

Standout CTA Buttons: Make your call-to-action buttons stand out by using your brand's red or another attention-grabbing colour. Ensure they are visually distinct and easily clickable—after all, it leads to what you want the reader to do next.

Clear and Impactful CTAs: Use sectioned-off call-to-action panels with clear objectives and outcomes. This aims to direct readers toward specific actions and improve conversion rates.

By incorporating these best practices for both content and design, you can optimise your B2B email campaigns for higher engagement and ultimately achieve better results. Remember to test and iterate to find the best combination that resonates with your audience. Happy emailing!