Ten Tips to Writing Marketing Emails that Engage and Convert

Email marketing is a vital component of any B2B marketing strategy. But with inboxes overflowing with promotional emails, how can you make sure your emails stand out and get noticed? In this blog post, we’ll explore ten tips that B2B marketers can use to write better marketing emails that engage and convert their audience.

• Write an Engaging Subject Line The subject line is the first thing that your audience sees when they receive your email, and it can make or break your email’s success. Write a subject line that captures the recipient’s attention and entices them to open your email. Personalize the subject line to the recipient whenever possible, and keep it short and to the point.

• Use a Personal Tone People respond better to emails that sound like they were written by a human, not a marketing machine. Use a personal tone in your emails, and avoid corporate jargon and buzzwords. Write as if you’re having a conversation with the recipient, and use language that resonates with your target audience.

• Keep it Short and Sweet Brevity is key when it comes to email marketing. People are busy and don’t have time to read long, rambling emails. Keep your emails short and to the point, and focus on one or two key messages. Use bullet points and subheadings to break up the text and make it more digestible.

• Be Relevant and Targeted Make sure that your emails are relevant and targeted to the recipient’s interests and needs. Segment your email list based on factors such as industry, job title, and past interactions with your business, and tailor your emails accordingly. Use personalization tokens to insert the recipient’s name or company name into the email to make it more relevant.

• Provide Value Your emails should provide value to the recipient, not just promote your products or services. Offer tips, advice, and insights that help the recipient solve a problem or improve their business. By providing value, you’ll build trust and establish your business as a thought leader in your industry.

• Include a Call to Action Every email should include a clear call to action that tells the recipient what you want them to do next. Whether it’s downloading a whitepaper, signing up for a webinar, or scheduling a demo, make sure that the call to action is clear and easy to follow.

• Use Visuals Visuals can help your emails stand out and grab the recipient’s attention. Use high-quality images, graphics, and videos to break up the text and make your emails more visually appealing. Just make sure that the visuals are relevant to the email’s content and don’t distract from the message.

• Test and Iterate Email marketing is not a one-size-fits-all approach. Test different subject lines, email copy, visuals, and calls to action to see what resonates with your audience. Use A/B testing to compare different versions of your emails and iterate based on the results.

• Optimise for Mobile More than half of all emails are opened on mobile devices, so it’s essential to optimize your emails for mobile. Use a mobile-responsive email template that adjusts to the recipient’s device, and make sure that the email is easy to read and navigate on a small screen.

• Monitor and Analyse Results Finally, it’s important to monitor and analyse the results of your email marketing campaigns. Track metrics such as open rates, click-through rates, and conversion rates, and use the data to refine your approach. Continuously analyse the data and adjust your email marketing strategy based on what’s working and what’s not.

Remember, writing better marketing emails is all about being relevant, targeted, and providing value to the recipient. By following these ten tips, B2B marketers can write emails that engage and convert their audience, and ultimately drive business results. Keep in mind that email marketing is an ongoing process of testing and refinement, so don’t be afraid to experiment and try new things.

By writing engaging subject lines, using a personal tone, keeping it short and sweet, being relevant and targeted, providing value, including a clear call to action, using visuals, testing and iterating, optimizing for mobile, and monitoring and analyzing results, B2B marketers can write better marketing emails that cut through the noise and deliver results.

In addition to these tips, it’s also important to remember that email marketing is just one piece of the puzzle when it comes to B2B marketing. To maximize the effectiveness of your email campaigns, be sure to integrate them with your broader marketing strategy, including social media, content marketing, and paid advertising.

By taking a holistic approach to B2B marketing and using email as one of many tactics in your arsenal, you can build stronger relationships with your audience, establish your business as a thought leader in your industry, and ultimately drive growth and success.