12 ways to write better B2B email marketing copy

Are you now frustrated by crafting a B2B email? Even though you have poured your heart and soul into crafting the perfect B2B email copy. But you are not getting the desired results you want.

If yes!

You are not alone.

It is a common problem that people face everywhere in businesses.

What If I can solve your problem by giving you secret ways to transform your B2B email copy form from average to exponential?

Do you want to know secret ways?

If your answer is yes, this blog is for you. I just want you to make sure to read the entire blog carefully.

Because in this blog, I am going to share 12 secret ways to make your B2B email get noticed.

Drive results and resonate with your target audience.

So keep reading until the end because after you complete this blog, you will be a master at crafting perfect B2B email copy, from crafting killer subject lines to mastering the art of personalization.

So, are you ready to transform your B2b Email copy from ordinary to extraordinary?

If yes, so Let’s start:

Define your target audience

Understanding your target audience is the golden rule for B2B email copywriting.

You can never craft a perfect copy that resonates with your target audience without knowing who you are talking to.

It also hurts your results because blind targeting may miss the mark, resulting in low engagement and lower conversion rates.

Let’s explore how you can define your audience:

Step 1 Research and Segment your Audience:

In order to craft perfect B2B email copy, you should know how to segment your audience. This allows you to craft your message precisely to meet the needs of your target groups.

Using different tools, surveys, analytics, and industry reports, you can help yourself understand the demographics, preferences, and pain points of your target audience.

Once you have gotten data from the different sources I mentioned above, you can segment your audiences based on relevant criteria, such as their buying behavior, industry, job role, etc.

Step 2 Personalized your message based on Segmentation

In the second step, you create a separate personalized email copy for each segment. You can use dynamic content and personalized greetings to make your email more engaging and relevant.

Provide relevant solutions to each segment and address their specific challenges. A personalized copy will help you build a connection with your target audience and achieve the desired outcome.

Research Industry pain point

Understanding your target audience’s pain points is very important. If you clearly understand their problems or pains, you can position your brand as a solution to their problems or pains accordingly.

This practice will make your copy more persuasive and relevant to your target audience. But I know you are thinking: How can you smartly address and research your target audience’s pain points?

Do not be confused by the help of 2 steps you can do this such as:

Step 1: identify the common challenges of the industry:

Challenges vary from industry to industry. Every industry has its own set of challenges, and it is important to know what challenges your targeted industry is facing.

Resources like customer feedback, analytics reports, and competitor analysis can help you understand challenges.

Once you have detailed insights, you can easily mark the main pain points, which will allow you to craft specific copies that address the frustration and specific needs of your target audience.

Step 2: Address Pain points directly in your copy:

In the second step, when you have a list of pain points, use them in your copy and show how your product or service can help them overcome them and allow them to run their business operations smoothly without any hassle.

Incorporating case studies and real-world examples of how your brand solved problems for other businesses will help you gain trust.

Tailored compelling subject line

The subject line is the first touch point of your email copy. It determines whether your audience will open or ignore your email.

So, it is essential for you that your email’s subject line should build curiosity in the reader’s mind .

What’s in it for me?

A strong subject line helps to increase the open rate of an email. It should be treated like a deciding factor, so while creating a subject line, you have to make sure it stands out among the competition.

Let’s discuss tips to create an attention-grabbing sub-headline:

• Character limit: Keep your subject line short and sweet; make sure it will consist of a maximum of 50 characters so it can be visible completely on all screens.
• Personalization: Make sure to address a person by name or reference their company to make your subject line more relevant.
• Urgency: Create a sense of urgency in the reader’s mind by adding words such as “24-hour offer”, “Act now,” etc., which can drive quicker action.
• Power words: Use engaging action-oriented words in your subject line.
• A/B Test: Finally, always test different variations of the subject line. It will help you find the best one you can use to get the best response.

Start with a strong opening

Writing a perfect subject line is important, but it is not the only aspect of your email copy that will help you achieve the desired outcome.

When people click on your subject line and enter your email, it is important that the body of the copy opening captures their interest from the start and sets the tone for the rest of the message.

Without a strong opening, you can’t hook your audience and encourage them to continue reading your email further.

Let’s discuss how you can craft an engaging opening:

Hook your reader from the start

Remember, the first sentence of your email body copy is a golden opportunity you can craft in a good way by incorporating: 

• Facts that surprise your reader related to their pain or problem.
• Start with an intriguing question.
• Use a compelling statement.

You can hook your reader with any one of the tips I mentioned above. Your goal should be to make the reader eager and curious to learn more.

Use and Engaging Introduction

After creating a perfect hook, the next step is to craft an engaging introduction. Make sure it clearly states the purpose of your email.

Your introduction should remind your reader that your email is relevant to them and set their expectation of what they will get by reading it further.

Make your introduction: 

• Focused and concise.
• It should remind your reader that there is value for him in your email right away.

Make your copy clear and concise

Keep in mind that clarity and brevity are essential in B2B email copy because your audiences are professionals who mostly don’t have enough time to read long paragraphs or wordy content.

So, it is essential that your audience can get your message effectively and quickly.

Let’s discuss how you can craft an entire message that is concise and easy to digest:

• Avoid Fluff and Unnecessary Details: Do not use unnecessary filler content; just focus on delivering the main point. Make sure your copy does not contain complex jargon and wordy sentences.
• Highlight important: Use the bold option on important words to draw the reader’s eye.
• Make it scannable: Use bullet points, short paragraphs, a number list, and subheadings to make your email easy for the reader to digest.

Here’s an example of a B2B email optimized for scannability:

Put Benefit First over Feature

In your B2B email copy, instead of listing the number of features, put benefits first. Emphasize how your product or service will benefit your recipient.

Email copies that focus on benefits make your core message more compelling, and they help readers understand the impact and value of your offering.

Let’s explore how you can focus benefits over features in your copy:

Explain how your brand helps

In your copy, instead of focusing too much on what your product and service do, address the specific pain points and needs of your target audience.

In simple words, mention in your copy the positive improvements and outcomes your target audience gets after using your product or service and how it will make their lives easier.

Use Customer Centric Language

In your copy, speak directly to your audience. Use words that make your benefits relevant. Personalize your copy with the words “You” and “Your.”

This tone of writing helps you build a deeper connection with your audience, making them more likely to understand the value of your brand.

Use Engaging Language to stay professional

In B2B targeting, you must remember that you’re writing for professionals, so use a formal tone to maintain credibility while keeping your reader interested.

Remember that Using a formal tone does not mean being robotic. You can be engaging while maintaining a formal tone of voice.

Let’s discuss how you can strike the right balance:

Maintain Professional Tone

You can maintain a professional tone that reflects respect by following these steps:

1. Do not use casual phrases and slang; be respectful and aim to maintain a conversation that builds credibility.
2. Must proofread and remove grammar mistakes.
3. Craft your email in precise and concise wording that conveys your offer effectively.

Spark Engagement 

To maintain engagement, follow these steps:

1. Make your email engaging and dynamic by using Active voice.
2. Keep these two questions in mind and write according to them. Q1: How are you improving your business? Q2: What specific problem does it solve?
3. Remember that your message should be easily understandable for all of your readers. Be straightforward and keep it simple.
4. Use a storytelling approach.

Craft Strong Call to Action

Call to action (CTA) is all about the action you want the audience to take. Make sure it is persuasive and direct.

Without a solid call to action, your reader will disengage and get confused. A well-crafted call to action increases the opportunity for your target audience to click on it.

Let’s discuss tips on how you can craft your strong call to action: 

1. Your CTA should create a sense of urgency. It will enhance the odds of getting more leads.
2. Be specific and straightforward. Avoid confusing your readers by mentioning multiple CTAs. Instead, mention only one CTA.
3. Make the CTA button visually appealing to the reader’s eyes.
4. Remember that strong verbs motivate people to take action, so use strong verbs like “get started,” “register,” or “download.”

Here are some examples of solid CTAs in B2B emails:

Format for Readability

People are bombarded with hundreds of emails daily, so make sure your email doesn’t look gross. It should be appealing, simple, and easy to digest.

Proper formatting of an email is crucial to make the email format up to the mark.

Follow these tips: 

1. Avoid using long paragraphs, use bullet points and number lists, and use shorter paragraphs, not more than three lines.
2. Use white spacing wisely, and do not give too much space between words.
3. Use proper formatting; use headings and subheadings sequence-wise.
4. Bold or highlight the critical information where you want your reader to draw attention.

Build Credibility and Trust

Trust is paramount in B2B communication. If your target audience starts to trust you, they are more likely to do business with you.

The best way to build trust and credibility is to share the experiences of clients who are using your product or service.

Let’s explore how you can build trust and credibility factor in your B2B email:

The first thing to remember is that Transparency is the key to success. You must keep in mind these things: 

1. Do not mislead your audience. Your subject line and body of copy should support each other and be upfront about your intention.
2. You must show your expertise by mentioning your industry knowledge, case studies, blog posts, etc.
3. Don’t be salesy. Offer value that genuinely benefits your target audience.

The second thing you should remember to mention is Proof of your value: 

1. Include testimonials of your reputable ongoing or past customers.
2. Include Awards and Recognition you have received from reputable institutions.
3. To prove your claims, include data and statistics on the success of businesses working with you.

Make Your Email Visually appealing

Visually appealing email increases engagement rates and helps readers understand what email is all about.

Visually rich email helps you in different ways, such as: 

1. Breaking up text.
2. Illustrate key points of an email.

Here are some tips by following you can make your B2B email visually appealing:
 

• Use only relevant images that add value and complement your message.
• Only use high-quality images and avoid using stock photos.
• Use infographics if you are using stats or other data flow.

Bonus Tip

Besides crafting a good email copy, there are other things you should do to get better results.

Let’s discuss things you should have to do.

Ensure compliance and deliverability

It is important that your email is delivered successfully because noncompliance and poor deliverability hurt campaign performance. They can also lead to your email becoming a legal issue or being marked as spam.

To get the best results, use a reputable email marketing service provider to maximize your email deliverability, create a clean email list, and avoid spammy language.

Must keep in mind compliance laws such as: 

• In the United States Of America (CAN-SPAM) act is essential.
• The European Union Region (GDPR) is necessary.

Another important essential is to include an unsubscribe link within your email to show respect for their privacy.

Test your B2B email copy performance

It is not essential that the thing you think performs better always gives you the same result according to your thinking.

Performance tracking is essential. Continuous optimization is the key to success, so always do A/B testing.

There are some essential elements you should always test to boost your campaign performance:

1. As you know, the subject line is the first touch point, so craft different subject lines and then track which ones perform better.
2. Call To Action is also one of the most important essential things in B2B email, so experiment with different (CTA) and check which one encourages your audience to take action.
3.  Design of an Email: In design test placements of the visuals and the length of the content within the design which one performs good for you.

Conclusion

This blog has given you a lot of knowledge about crafting B2B email copy. I have discussed several tips and strategies with you.

Those tips and strategies helped you write subject lines and CTAs while maintaining a professional tone. By implementing those tricks and strategies, you can achieve your desired outcomes from B2B email marketing campaigns.

But still, if you are confused at any point, you can feel free to contact me.