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15 Best-Kept B2B Email Secrets to Win Prospects’ Hearts [INFOGRAPHIC]

The-15-Best-Kept-B2B-Email-Secrets-to-Win-Prospects-Hearts

Writing sales emails is probably not your idea of spending Valentine’s Day, but it doesn’t mean you can’t get into the loving spirit while preparing your drafts and templates. The next email you send out just might be what you need to move the sales process forward – if you put your heart into it, that is.

How exactly do you win over B2B prospects through emails?

But how exactly do you win over B2B prospects through emails? Today’s infographic shows 15 proven ways to generate more opens, click-throughs, replies, and conversions. These best practices cover 5 crucial requirements of a compelling B2B email:

  1. Finding the optimal sending schedule and frequency
  2. Capturing your audience’s attention with an irresistible subject line
  3. Striking the right balance between content and design in the email body
  4. Ending on a right note with an engaging closing line
  5. Helping recipients act and respond with a clear CTA

 

Infographic-The-15-Best-Kept-B2B-Email-Secrets-to-Win-Prospects-Hearts

 

1. Finding the best sending schedule and frequency

Just like dating, wooing prospects through emails requires impeccable timing. You need to know the right day and time to send out emails, as well as determine how frequently to stay in touch.

There’s no hard-and-fast rule that tells you the ideal email sending schedule, and different studies in the B2B marketing literature can suggest vastly different email sending times and frequency. This means you’ll have to determine this based on your own experience and requirements.

Fortunately, marketing project management platform CoSchedule has published extensive compilations of various studies on optimal email schedule and sending frequency, which we can use as starting points to time our emails more effectively:

  • The best day to send emails is Thursday, and the best time is from 10 a.m. to 11 a.m.
  • You should send no more than 5 outreach emails each month and 1 email newsletter each week.
  • 89% of email contacts expect you to reply within 1 hour.

 

2. Capturing your recipients’ attention with an irresistible subject line

In many ways, subject lines work like pick-up lines. They’re both designed to hook and retain your audience’s attention, and both try to achieve the objective of initiating a conversation.

But, unlike a pick-up line, a subject line (mostly) does away with cheesy puns and wordplays, focusing instead on substance and conciseness.

Again, there’s no magic formula to craft succinct subject lines (although AI seems to be getting better at this task), so you have to test and iterate to find subject lines that work best for you.

Addressing recipients by their first name in the subject line increases open rates by 20%

Here’s a couple of things to keep in mind in your quest for a captivating subject line:

  • From lines trump subject lines at driving email opens: 64% of recipients will read an email based on the sender’s identity, while 47% will open an email based on the subject line.
  • Subject line length impacts open rates: subject lines with 6 to 10 words generate the highest open rates.
  • Subject line personalization works: Addressing recipients by their first name in the subject line increases open rates by as much as 20%.

 

3. Striking the right balance between content and design in the email body

Now that you’ve gotten your recipient’s attention, it’s time to bring your email’s main message in front of your audience. Getting your message across means applying the right mix of content and design elements on your email body.

The email body is where you deliver what your subject line has set out. It’s where you build the case for taking the action specified later in your CTA, so the components of the email body all need to move toward that direction.

right-balance-between-content-and-design-in-the-email-body

There are millions of possible copywriting angles and design choices you can make when developing the email body, and only a handful will actually have a direct, positive impact on engagement, response, and conversions.

The following email body best practices are supported by recent research in B2B email marketing:

  • Email messages that have between 50 to 125 words generate response rates of more than 50%.
  • Emails written at a third-grade reading level have the highest  response rates, fetching 17% higher response rates than emails written at a high school reading level and 36% higher response rate than emails with a college-level writing style.
  • Email recipients rank the top email turnoffs as: too much text (17%), slow-loading images (17%), emails not optimized for mobile (16%), and inconsistent design choices (12%).

 

4. Ending on a right note with an engaging closing line

A quick glance at messages in a typical inbox is enough to tell us that most marketers tend to treat closing lines only as an afterthought. Closing lines play a more important role than simply providing a place for you to sign off.

Closing lines impact whether recipients act or ignore your CTA

Email closings bridge the gap between your message and the action you want recipients to take. If subject lines determine whether a prospect opens an email, closing lines impact whether recipients act or ignore your call-to-action (CTA).

To maximize responses and conversions, consider the following research-backed tweaks to your email closing line:

  • Email closings are great places to personalize. Emails that mention the recipients’ first name tend to produce above-average reply rates.
  • A little gratitude goes a long way. Emails that end with some variation of “thank you” generate 63% to 65% response rates.
  • For emails with a conversational tone, signing off with “Cheers” yields a 54.4% reply rate.

 

5. Enabling recipients to act and respond with a clear CTA

Anyone who has seen at least two dozen rom-coms will eventually notice that practically every movie in this genre includes a climactic scene where one of the lovers chases down the other and make a grand speech in some comically unsuitable setting.

While the CTA resembles the climax to a story, it’s very different from what happens in a film. Your email’s call-to-action sets the stage for the next step in your relationship with a prospect. It’s where prospects decide how the rest of the story plays out.

treatment-group-test-b

A/B Test: Putting only 1 CTA lifts CTRs by 42%

So, to improve the chances of prospects acting on your CTA, take these key insights in to account when crafting your call-to-action:

  • Clear and simple CTAs produce higher conversions. Emails with a single, specific CTA generate over 370% more clicks.
  • CTAs with some personalization Perform 202% Better Than plain-vanilla, generic CTAs.
  • The most common verb in a CTA is “Get”, and CTAs tend to be 14 characters on average.

 

Conclusion:  Use these 15 email secrets on your next send-out or campaign, and win the hearts and minds of your target prospects.

 

Happy Valentine’s Day!

 

Author Bio:

Rebecca Matias

Rebecca Matias is VP of Sales & Marketing at Callbox. A sales professional with an engineering background, she has more than 10 years of experience in the B2B marketing space and has spearheaded many of the innovations at Callbox. Follow Rebecca on Twitter and Facebook.

Download the Ultimate Lead Generation Kit eBook

How-to-Manage-Leads-and-Appointments-from-your-Outsourced-Agency
Why-Businesses-Struggle-With-Lead-Generation

15 Best-Kept B2B Email Secrets to Win Prospects’ Hearts [INFOGRAPHIC]

The-15-Best-Kept-B2B-Email-Secrets-to-Win-Prospects-Hearts

Writing sales emails is probably not your idea of spending Valentine’s Day, but it doesn’t mean you can’t get into the loving spirit while preparing your drafts and templates. The next email you send out just might be what you need to move the sales process forward – if you put your heart into it, that is.

How exactly do you win over B2B prospects through emails?

But how exactly do you win over B2B prospects through emails? Today’s infographic shows 15 proven ways to generate more opens, click-throughs, replies, and conversions. These best practices cover 5 crucial requirements of a compelling B2B email:

  1. Finding the optimal sending schedule and frequency
  2. Capturing your audience’s attention with an irresistible subject line
  3. Striking the right balance between content and design in the email body
  4. Ending on a right note with an engaging closing line
  5. Helping recipients act and respond with a clear CTA

 

Infographic-The-15-Best-Kept-B2B-Email-Secrets-to-Win-Prospects-Hearts

 

1. Finding the best sending schedule and frequency

Just like dating, wooing prospects through emails requires impeccable timing. You need to know the right day and time to send out emails, as well as determine how frequently to stay in touch.

There’s no hard-and-fast rule that tells you the ideal email sending schedule, and different studies in the B2B marketing literature can suggest vastly different email sending times and frequency. This means you’ll have to determine this based on your own experience and requirements.

Fortunately, marketing project management platform CoSchedule has published extensive compilations of various studies on optimal email schedule and sending frequency, which we can use as starting points to time our emails more effectively:

  • The best day to send emails is Thursday, and the best time is from 10 a.m. to 11 a.m.
  • You should send no more than 5 outreach emails each month and 1 email newsletter each week.
  • 89% of email contacts expect you to reply within 1 hour.

 

2. Capturing your recipients’ attention with an irresistible subject line

In many ways, subject lines work like pick-up lines. They’re both designed to hook and retain your audience’s attention, and both try to achieve the objective of initiating a conversation.

But, unlike a pick-up line, a subject line (mostly) does away with cheesy puns and wordplays, focusing instead on substance and conciseness.

Again, there’s no magic formula to craft succinct subject lines (although AI seems to be getting better at this task), so you have to test and iterate to find subject lines that work best for you.

Addressing recipients by their first name in the subject line increases open rates by 20%

Here’s a couple of things to keep in mind in your quest for a captivating subject line:

  • From lines trump subject lines at driving email opens: 64% of recipients will read an email based on the sender’s identity, while 47% will open an email based on the subject line.
  • Subject line length impacts open rates: subject lines with 6 to 10 words generate the highest open rates.
  • Subject line personalization works: Addressing recipients by their first name in the subject line increases open rates by as much as 20%.

 

3. Striking the right balance between content and design in the email body

Now that you’ve gotten your recipient’s attention, it’s time to bring your email’s main message in front of your audience. Getting your message across means applying the right mix of content and design elements on your email body.

The email body is where you deliver what your subject line has set out. It’s where you build the case for taking the action specified later in your CTA, so the components of the email body all need to move toward that direction.

right-balance-between-content-and-design-in-the-email-body

There are millions of possible copywriting angles and design choices you can make when developing the email body, and only a handful will actually have a direct, positive impact on engagement, response, and conversions.

The following email body best practices are supported by recent research in B2B email marketing:

  • Email messages that have between 50 to 125 words generate response rates of more than 50%.
  • Emails written at a third-grade reading level have the highest  response rates, fetching 17% higher response rates than emails written at a high school reading level and 36% higher response rate than emails with a college-level writing style.
  • Email recipients rank the top email turnoffs as: too much text (17%), slow-loading images (17%), emails not optimized for mobile (16%), and inconsistent design choices (12%).

 

4. Ending on a right note with an engaging closing line

A quick glance at messages in a typical inbox is enough to tell us that most marketers tend to treat closing lines only as an afterthought. Closing lines play a more important role than simply providing a place for you to sign off.

Closing lines impact whether recipients act or ignore your CTA

Email closings bridge the gap between your message and the action you want recipients to take. If subject lines determine whether a prospect opens an email, closing lines impact whether recipients act or ignore your call-to-action (CTA).

To maximize responses and conversions, consider the following research-backed tweaks to your email closing line:

  • Email closings are great places to personalize. Emails that mention the recipients’ first name tend to produce above-average reply rates.
  • A little gratitude goes a long way. Emails that end with some variation of “thank you” generate 63% to 65% response rates.
  • For emails with a conversational tone, signing off with “Cheers” yields a 54.4% reply rate.

 

5. Enabling recipients to act and respond with a clear CTA

Anyone who has seen at least two dozen rom-coms will eventually notice that practically every movie in this genre includes a climactic scene where one of the lovers chases down the other and make a grand speech in some comically unsuitable setting.

While the CTA resembles the climax to a story, it’s very different from what happens in a film. Your email’s call-to-action sets the stage for the next step in your relationship with a prospect. It’s where prospects decide how the rest of the story plays out.

treatment-group-test-b

A/B Test: Putting only 1 CTA lifts CTRs by 42%

So, to improve the chances of prospects acting on your CTA, take these key insights in to account when crafting your call-to-action:

  • Clear and simple CTAs produce higher conversions. Emails with a single, specific CTA generate over 370% more clicks.
  • CTAs with some personalization Perform 202% Better Than plain-vanilla, generic CTAs.
  • The most common verb in a CTA is “Get”, and CTAs tend to be 14 characters on average.

 

Conclusion:  Use these 15 email secrets on your next send-out or campaign, and win the hearts and minds of your target prospects.

 

Happy Valentine’s Day!

 

Author Bio:

Rebecca Matias

Rebecca Matias is VP of Sales & Marketing at Callbox. A sales professional with an engineering background, she has more than 10 years of experience in the B2B marketing space and has spearheaded many of the innovations at Callbox. Follow Rebecca on Twitter and Facebook.

Download the Ultimate Lead Generation Kit eBook

How-to-Manage-Leads-and-Appointments-from-your-Outsourced-Agency
Why-Businesses-Struggle-With-Lead-Generation

Choosing The Right Email Marketing Platform (Things to Consider)

Choosing The Right Email Marketing Platform (Things to Consider)

Using the proper email-marketing platform is the best way for you to be effective with your email campaigns. In this short article, we will be discussing how you can pick the best choice in software when it comes to handling your communications needs.

So sit back, relax and grab your notebook, this is going to be fun!

If you want your email marketing campaigns to reach the right people and make a significant impact on the recipients, you need an email marketing tool that will help you effectively. And because there are so many available platforms out there, you need to be able to choose the one that will serve your needs best.

Moreover, you need to be able to consider a couple of features that you would want to use for your marketing initiatives.

Here are a couple of considerations when looking for the right email marketing platform for your business:

 

Reading and Viewing Options

Almost half of the total number of email users worldwide uses their smartphones when opening their emails mainly because of the convenience of doing so when one is mobile. Quite obviously, lesser and lesser people open their emails on traditional desktops computers or even laptops.

Choose an email-marketing tool that features mobile-optimized templates. This means that the content display is appropriate for the size of a standard smartphone. Otherwise, emails being sent out will bounce. And you would not want this to happen to your emails.

 

Functionality

While this may sound quite basic, it is important that you check on the performance capacity of the tool that you intend to use. Performance, where it concerns an email marketing platform, means having automation features that may include autoresponders and drip campaigns.

Autoresponders are designed to send out email campaigns on specific dates such as birthdays and anniversaries. Autoresponders can also be personalized to make recipients feel relevant and cared for. Drip campaigns, on the other hand, are a series of automated emails that are usually timed. They are usually used to hype an event such as a launching, a promo or an upcoming sale.

 

Response Handling

An ever-growing company that caters to an international market can get up to several thousand emails in a single day. No marketer in his right mind would even attempt to respond or segregate these emails manually. It is not only time-consuming, it is utterly unthinkable.

A good email marketing platform should be able to feature this so that your database is constantly updated and emails are organized in an efficient manner. When emails are properly organized, it is easier for you to send out the appropriate responses at your preferred time and date.

Related: B2B Chatbots and How This Tech Can Improve Your Conversions

 

Personalization

The more personalized your email content is, the highly likely you will get a positive response for your recipients. The most important thing about sending our your email marketing campaign is to make a significant connection right away. And the only sure way to do this is to get personal with your reader. Personalization features often include personalized subject lines, videos, images, and content.

Related: What Personalization Means to Your B2B Customers and How to Implement It

 

Inbox Preview

The right email marketing platform should at least be able to offer you the opportunity to preview your emails and how they will look like on various devices. Having this tool feature allows you to make relevant adjustments when you detect something that is off during preview. Making your content appealing to the readers is very important to be able to ensure high click-through rates.

Related: How to Make Sure Your Cold Emails Make it to the Inbox [VIDEO]

 

Social Media Sharing

Social media sharing buttons are something that you need to strongly consider when looking for the right email marketing platform. It is highly likely that your email recipients will share your content on their respective social media accounts giving you additional exposure. An email marketing tool that allows you to include social media buttons through a few easy steps is a must have.

Related: Leverage Social Media’s Influence to Reach More Targeted Customers

 

Mailing Statistics

As can be expected, you would most likely want to be able to track the results of your email campaign. Every marketer should have access to tracking results in order to determine the effectiveness of the email content or how the readers responded to the same. When we talk about mailing statistics, you would want data on the number of emails sent and opened, time and date when the email started and ended and list tracking at the same time.

Having this set of information on hand can help you greatly in evaluating the overall performance of your email campaign. This will definitely be a game changer for you and your business.

Related: The Only Guide to Email Marketing Analytics You’ll Ever Need

 

Nurturing your clients through email does not have to be a daunting process if you have the right tools in place. So what are you waiting for? Be a more efficient and effective marketer today!

 

Author Bio:

Rebecca Matias

Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

 

 

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