February 18, 2021
Looking to generate new leads?
87% of B2B marketers use email marketing for precisely that, but how effective is it?
When done right:
Email marketing can help drive your revenue up by 31% which can equate to a return of £40 per £1 spent!
If you like these numbers, then scroll 👇 or use the menu. Because we’re about to perform some surgery and diagnose what makes a winning marketing email.
What’s the first thing your customer sees when their inbox pings with your mail?
The subject line.
If it’s too long, comes across as spammy or is just plain old boring, your open rates are going to decrease.
So what’s best practise?
When it comes to B2B marketing, your subject lines need to stay under 60 characters. This ensures that your message isn’t cut off. It also creates more intrigue for your prospect.
In fact - prospects are 47% more likely to open an email with a short subject line.
What’s the best thing to do?
Our advice is to A/B test some short creative subject lines against some ambiguous one-word subject lines.
Here are a few examples:
A: [Company Name]'s outbound is a piece of cake?
Subject line A ☝️ breaks the 60 character rule. In this case, it’s ok to break the rules because cake will be cut off in your prospects’ inboxes. So all they’ll see is:
“Your company's outbound is a piece of..."
Leading them to open the email to discover who would have the audacity to say such a thing...only to find out it’s cake!
A: Webinar seats limited - sign up now
While there’s nothing too interesting about subject line A, it does tell the recipient that they’ll miss out if they don’t open the email and sign up. Putting a deadline on things creates urgency and prods your prospect into taking action.
Another top tip: try including words that imply time is of the essence, e.g.: urgent, breaking, important, alert etc.
A: Don’t open this email
B: Following up
Creating intrigue is a sure-fire way to increase your open rates and get your prospect reading.
Subject line A creates an aura of mystery; your reader will be curious as to why they shouldn’t open the email. Then, they’ll do just that!
Another subject line to take inspiration from is:
A: Cognism sent you a friend request
Not only does it create intrigue but it resulted in a 32% open rate for us. Sometimes creating familiarity is all you need to get someone to open your email.
Subject line A catches you off guard because it’s not an email from Facebook, but the subject line convinces you that it could be.
No one wants to read something that makes them feel bad, so it’s best to keep your marketing emails positive, upbeat and friendly - it can increase your response rate by up to 15%!
Our tips are:
At Cognism, our best demand generation emails don’t go into great detail about what we’re offering. Instead, we provide a clear CTA and the option to find out more.
Still struggling to craft a compelling email?
Think about the best email you ever received. What made it stick in your mind and why did you enjoy it?
Now take inspiration from that and roll with it! Save your favourite external marketing emails in a separate folder in your inbox. Return to them whenever you’re at a loss for words.
Want 50% more response rates when prospecting?
Keep your emails between 50 and 125 words.
We know it’s tough, but condensing what you have to say ensures that every line of copy serves a purpose.
What’s more, your readers are probably super-busy. If they can see what you have to say without scrolling down, the more likely it is they’ll remember your words and engage with you when they’re free.
So keep things brief! Include all the juicy/important info at the very start of your email. Just like your subject line, make sure you have a strong hook to reel the reader in.
Thousands of marketing emails are sent to prospects on a daily basis. It pays to stand out; you don’t want to be seen as just popping into their inbox and asking them to buy something. You have to demonstrate the value of your product or service first.
There are two rules to follow here:
Value can be anything from explaining how your product can solve their pain points to including a link to a blog, ungated whitepapers, webinars and maybe even a freebie of some kind.
Stick to words and phrases like you, your team, your business etc., rather than I, we, our, us.
Use merge fields to add a dash of personalisation to your email. It can make a big impact on your results. For instance, HubSpot identified that personalised calls-to-action converted at a 202% higher rate than default calls-to-action.
Don’t overdo it though! A prospect who sees an email stuffed with their name and company name is likely to be turned off. 2-3 personalised elements per email is usually enough.
Looking for more email marketing inspiration? Here are 2 of our top performing marketing emails.
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