7 Tips for Writing the Best B2B Emails for Effective Lead Generation


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Despite the growth in social media advertising, email newsletters or e-newsletters are still the most popular and effective way for businesses to generate leads. As Imagine Pub suggests, more than 80% of B2B businesses use email marketing in one way or another in their operations. Even so, prospective clients will not just open any email that comes their way. For one, they probably receive hundreds from overzealous sites and businesses and are tired of reading the generic content. Secondly, people have different values, beliefs, preferences, and biases and will only open and react positively to emails that catch their fancy. Thus, to get sensible results from your email lead generation campaign, you not only have to target the right clients but write high quality, engaging content as well. To help you along, we did our thing and came up with the following tips on how to create the best B2B emails that will boost your sales.

1. Write a Great Subject Line

Emails are set in such a way that the subject line is the first thing people see, even before the sender’s address. If the subject line is not captivating or arousing to the curiosity of the recipient, they will quickly dismiss the entire email to join the possibly hundreds of others in the unread list. Here are a few tips on how to spruce up your subject lines and entice business owners and managers to open your emails:


  • Personalization – Using a business’s name in your email instead of generic phrases like “Hello there” can increase the chances of them opening your message. Seeing their names on an email will naturally arouse the curiosity of most people and the content inside, if written properly, can do the rest. The good thing is, it doesn’t cost a lot. Don’t believe it? Check with your ESP.
  • Avoid using words like ‘Free’ – You are targeting business owners/managers, many of whom have fallen victim to crooks and scammers, not some ignorantly naive teens. Using words like “Click for a free phone” or “X Free tips to Grow Your Business” won’t cut it.
  • Watch your words – People are more likely to open emails having the words ‘Announcement’, ‘News’ or ‘Update’ in the title compared to ones that include words like ‘Reminder’ or ‘Something You Should Know.’

2. Be Authentic


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In case you didn’t know, your emails will be opened and acted upon by human beings, not robots or machines. And just like you, most people are bored with the generic email content that they are bombarded with every other day. Filling your emails with links, commonly used phrases, and subscription information won’t bode well for 9 out of 10 recipients. To increase your leads, create content that is not only informative and original but humorous and interesting as well.

Invest time and energy to write engaging content based on your target audience’s interests and make sure to let your personality show therein. Don’t be too formal as it passes you off as rigid and uncool, just like the marketing bots that fill our inboxes. On the other hand, don’t be too casual that your message is lost in between countless one-liners and puns. Instead, write content that will make the reader chuckle to themselves in one second and make them search for your products soon after.

If possible, include some pics in your emails – real ones, not stock images – of your products, company premises or even staff members at work. By seeing various facets of your operations, prospective clients will be convinced that you are who you claim to be and will respond more favorably to your message.

3. Keep It Short, Sweet, and Simple

We don’t know your circumstances, but we can guess that your marketing campaign aims to get more and more people to click through to your site and see your amazing products. If so, try to make your emails as short and enticing as you can, sort of like the Avengers: Infinity War trailer that got us all impatient to see the movie.

Ideally, a marketing email shouldn’t have more than 5 sentences. This is enough to give people an idea of the product being promoted while still not giving anything major away. Anything more than that and your readers will not find a reason to visit your website. If you are not as creative as we are (had to be said, sorry!), just have a killer header as discussed in point 1 and include some select sentences from the article on the site with a “Read More” tab underneath. There’s also no shame in hiring professional copywriters from sites like Custom-Writings to help you.

4. Offer Value


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Saying “New Post Up” or “Look What We Have For You” in every email sent won’t work after the first three times at most. Remember, you’re not the only business competing for your recipients’ eyes and money, tens of others are doing the same. Thus, you need to have something that will create a good impression on your readers and have them open your mail every time. You can do this by creating content that provides real value to them based on their browsing or shopping habits.

It will be much easier to get people to open a link to your website if there’s a free ebook giveaway or an exciting post that tells them something new, like a step-by-step guide to doing something relevant to their niche. You can also offer emotional value by sharing a link to an inspirational video or story that will make viewers think, watch again and share it with their friends. In simple terms, before you click send on your bulk emails, ask yourself if the contents will add anything to what your subscribers already know or have seen.

5. Have a Mailing Schedule

Many business people mistakenly think that sending daily emails will make them hard to forget and consequently increase their leads. Unfortunately, that is not always the case partly because it’s exhausting on the part of the recipient and partly because it will be hard for you to generate quality material for daily dispatch. Somewhere along the way, you will find yourself stuck and dry and unconsciously resort to generic words to fill your emails. And as we’ve mentioned elsewhere in this post, poor quality and unoriginal emails are detrimental to your campaign.

Therefore, unless you have reason to believe that the recipient will be happy with your daily emails, don’t do it as it could get you blocked or marked as spam. Instead, have a mailing schedule that allows you to think and create great material and most importantly, one that gives your prospective time to miss your newsletters. In our case, we generally send out mail 2-3 times a week, and it works perfectly for us. It syncs perfectly with our publishing schedule and keeps us in the minds of our readers without choking them.

However, what works for us won’t necessarily work for you as our niches differ. To get a good picture of your situation, go through the analytics of your campaign putting special emphasis on measurables such as:

Be sure to experiment with different frequencies and use analytics to determine the best one to use.

6. Be Spontaneous and Experimental


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Above, we talked about not doing too much mailing. In relation to that, do not also send too much of the same type of email as it leads to a monotony which directly translates to apathy. To start with, consider changing the format of your emails, preferably after a few weeks to keep things fresh. For instance, instead of always having the common outline of a header, an image, and a brief description with a “See More” button below it, why not send an interactive mail that gives the recipient multiple choices to select?

Also, pics, videos, and GIFs don’t work all the time, and they may appear too ‘salesy.’ As an alternative, you can include a concise description of a product or a blog post with just a link to go with it. Such emails are succinct, direct and look real; precisely the type of email that can generate more useful leads.

7. Create a Mailing List

Your email marketing program won’t be complete or successful if you don’t have an idea of who to reach out to. Having a continually updating mailing list enables you to market your products to businesses and individuals relevant to your line of business and who are likely to make purchases. A mailing list in simple terms means a list of email addresses of all the people and companies that you plan on reaching in your marketing campaign. There are various ways to acquire addresses for your list, the primary one being asking visitors to your site to subscribe.

Although the effectiveness is highly variable, some prefer to get help from Email Service Providers who have thousands of addresses in their databases. Services like Aweber and MailChimp are the most commonly used in this case. However, if you want to keep things private and confidential, it’s best to grow your email list organically. Some strategies you can use include:

  • Running Promotions and Giveaways – Capitalize on people’s love for free things by running promotions that require people to register with their email address to participate. This way, you will harvest thousands of addresses at minimal cost.
  • Pop-ups – It’s not really innovative or original but incorporating pop-ups requesting readers to subscribe to your newsletter has been proven to be highly effective. For it to work for you, however, the content on your site has to be of high quality and so should your products.
  • Giving Discounts – Business owners love saving money on purchases. They will gladly give their emails if you offer them some discounts on purchases, especially multiple purchases.

All in all, make sure that your email list is optional by giving people an option to unsubscribe if they don’t like the content.


Writing B2B emails for enhanced lead generation is not easy and might be very challenging in different industries. However, having a vague idea of how to go about it makes the process easier and more rewarding. Naturally, all the tips above won’t apply to every type of business, but we are sure that they will teach you something new.

Now, subscribe to our email list to get similar posts delivered to your inbox, won’t you?


Author Bio: Jake Lester is an essay writer that is fond of writing about various spheres of life. The most recurring themes he covers are education, writing, and marketing. He has his own writing style and this is why he is appreciated by readers. You may look through Facebook, Twitter & Google+.

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