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How to Write a B2B Email That Gets a Response

Email: It’s Still Relevant

Despite having been invented in 1972, email remains one of the most commonly used methods of communication on the internet—and one of the top tools in the digital marketer’s arsenal. 

In fact, studies suggest that there will be nearly 3.8 billion email users by the beginning of 2019. With over half of the world’s population using email, it should come as no surprise that 59% of B2B Marketers cite email as their most effective channel in regards to revenue generation. 

Convincing a complete stranger to give you their hard-earned cash via email, however, is no simple feat. According to the DMA’s Email Benchmarking Report 2018, the average B2B email open rate is only 15.1%, with a clickthrough rate of 3.2%. 

For those who are familiar with industry average clickthrough rates, 3.2% is actually a relatively good number. On the other hand, it’s important to keep in mind that you’re dealing with top industry experts when you compete in the B2B Email Marketing space. 

Therefore, you’ll want to at least brush up on the basics of writing good B2B emails before you start contending for space in your target market’s inbox.

Without further ado, let’s take a look at five tips for writing an effective B2B email that will get a response:

Tip #1: Know Your Audience (To: )

Nothing screams, “spam” like a message that’s either out of touch with its audience or that’s so generic that it doesn’t feature any personalization at all.

As with any form of communication, understanding your recipient is key to crafting a tailor-made message that gets results. Take into account both demographics (e.g. age, gender, location) and detailed buyer personas (e.g. athletic outdoorsman, introverted bookworm, social butterfly, etc.) when crafting an email.  

Customizing an email for a certain audience involves adjusting your tone of voice, identifying their specific wants and needs, and personalizing your message to address the individual.

FYI: Using a copy/paste email and changing the first name of the recipient does not equal personalization.  

Tip #2: Create a Compelling Subject Line

The subject line is what truly decides whether or not your recipient will open your email.

Go through your own inbox and check which promotional emails you’ve opened and compare them with the ones you haven’t. Chances are that you’ll see some common elements in the subject lines of the winning emails that drove you to click.

Maybe it included the name of a product you’re interested in, “50% OFF,” and something such as “last days to order” or “act now.” 

In practice, a great subject line contains all of the elements of a great email condensed into one sentence. 

Tip #3: Make It Short and Easy to Read

I’m in a hurry, you’re in a hurry, we’re all in a hurry. Don’t waste your readers’ time with extraneous information and tedious details. If your email contains a large block of text, there’s a high chance that your recipients’ eyes will glaze over, causing them to ignore or delete your message.

A recent—and highly effective—trend in B2B email marketing is to split up your writing by sentence or by line. 

By creating extra white space in your email, you put your readers’ eyes at ease. 

It also makes your email easily digestible, with small bits of information given to the reader one after the other. 

Try this technique in your next email. 

Tip #4: Create Urgency

Take a look at the calendar or planner on your phone. You may realize that you tend to prioritize tasks not by importance, but rather by urgency. That’s why creating urgency is such a key ingredient in an effective email.

If you fail to do this, your audience will take their sweet time and end up forgetting all about your message by the end of the day. Limited-time offers, sales events, and promotions are just a few examples of ways you can create urgency.

However, these deals need to be truly time-sensitive. Otherwise, your audience will assume that your products are always on sale and will just wait for the next promotion to show up. 

Tip #5: Don’t Forget the CTA!

A CTA, or Call to Action, is the most important feature of any direct marketing campaign. Without telling your audience what to do about your message, they’ll simply be left guessing. Should they visit your page, sign up for an account, buy a certain product, or just delete your email altogether?

An effective CTA is clear, guides a prospect through the process, and doesn’t ask for too much at the beginning. Start with something simple, such as signing up for your newsletter, and be sure to include step-by-step instructions and direct links to the signup page. 

For more tips on how to write an effective CTA, check out our article


Knowing how to create an effective email that generates interaction with your target audience and drives conversions is an important skill that every B2B marketer should have. 

However, writing an email is just one step of many in a successful inbound marketing campaign. High-quality content, distribution on social media, and landing pages are essential to gathering information about your target market and getting contact information to begin your email marketing efforts. 

At Sales Buddy, we handle every aspect of the lead generation process and take care of the prospecting for you so that you can focus on closing the deal. 

To learn how Sales Buddy provides you with hot leads by combining great content, marketing automation, and distribution across our exclusive B2B network, please visit our page. 

About the Author Michael Edgar

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