Entrepreneurs, CEOs, and decision-makers daily get dozens of sales emails. However, they open less than a half, read even less, and act on a lucky few.


So, what makes a great sales B2B email, and how can you write one?

If you are struggling to craft a perfect B2B email that sells, worry no more. You won’t have to hire a sales outsourcing agency because we’ll teach you how to write great B2B sales emails and get new leads effortlessly!

Use Clean Email Data

B2B sales consultants are all united regarding email prospect lists: they should be clean, relevant, and up-to-date. And they have a good reason for claiming this!

Not cleaning your email lists leads to low engagement rates and poor deliverability. It’s damaging to time management too, as you’ll spend time cleaning the inbox from bounced emails or conversing with people who have little decision-making power.

Because of this, you should ensure your email list contains only verified addresses to prevent a high bounce rate and getting flagged by your email service provider, but also be confident that you’re sending an email to the right person.


Keep Subject Line Short And Sweet

The subject line of your emails can make or break the success of sales campaigns. Data shows that more than 60% of recipients open an email only by the subject line, and over 30% are likely to open it if it’s catchy.

Because of this, you need to craft short, catchy, and personalized subject lines that will resonate with your targets and make them more likely to open your emails and act on them. 

Many lead generation agencies agree that subject lines should be short and provoking. According to Campaignmonitor, an ideal length of a subject line should be around 41 characters.

Furthermore, make sure to write a subject line like a genuine person. Many B2B sales professionals use various email automation tools that, even though handy, might cause a few mistakes (brackets showing from field labels, extra spacing, written name in the subject line, and so on).


Be Professional

Every B2B sales and marketing consultant will tell you that running a successful B2B email sales campaign goes hand in hand with gaining your prospects’ trust.

Using a professional tone in emails will help you appear knowledgeable and reliable and increase the chances of sealing the deal. Furthermore, you should always use addresses with your business domain and show that you know with whom you’re talking throughout the correspondence (using personal names, titles, mentioning the company, etc).


Relate Your Services To Their Needs

Personalization plays a huge role in the success of every marketing campaign. By offering a personalised experience, companies can increase their brand loyalty and customer satisfaction and become more memorable. Around 80% of consumers are more likely to purchase from brands that offer a more personalised experience.

For this reason, many B2B marketing agencies customise their sales emails and make sure their offer relates to customers’ needs. 

Before you send your next sales email, think about the ways your offer benefits specific leads, think about how you can save their time, and money, improve their sales, and so on.


Keep Your Email Short 

Let’s face it, decision-makers have a lot of things on their plate, and they don’t have time (nor willpower) to read lengthy emails.

Avoid big paragraphs and generally limit your emails to 125 words. Think about what makes you stand out and how you can solve their problems.

Another thing that might come in handy is highlighting what you offer in bullet points, so your prospects can skim through your email and see what’s all about right away.


Ask If They Are The Right Person To Contact

Mistakes happen, and the process of finding the right prospect is not always straightforward. For instance, the person you’re contacting might be promoted to another position, or they might not have enough power to decide whether they’ll go with your services or not.

The best thing you can do if you face a low response rate is to honestly ask a prospect if you’re contacting the right person and politely ask to be referred to another one if that’s the case. 


Have a Link For Them To Click To Your Website 

Around 95% of buyers trust their peers, meaning you have to put a lot of effort into gaining your customer’s trust. Instead of rumbling about how you can save their day, include useful information in your sales emails such as third-party mentions of your company and products to win over prospects.

Many prospects don’t know how the sales process works, and you should make it easy for them to take the next step by adding a specific task or a call-to-action button.

That way, you and your prospect are on the same page about what needs to happen before either of you can move forward.


Ask If They Wish To Book A Call

Emails are a great way to strike a conversation, and they can help you break the ice easier and introduce yourself and your offerings. However, they can only go so far, and many people still prefer live words over text messages.

To make your B2B sales emails as successful as possible, ask your clients to hop on a call to get more detailed information. That way, they’ll see the person behind the emails, get familiar with the offer and how it can help them, but also trust you more, as they see “real” people behind those emails.

Final Words

After reading the article, we see what makes a great sales email that sells. Crafting it is not an easy job, and there are lots of things that should be considered before hitting the “send” button. Luckily, you can hire a B2B sales outsourcing agency to help you on your journey, or you can follow these tips and do it yourself. What’s your decision?