Best Practices For Writing B2B Emails For Better Lead Generation

Connect with Your Readers

It is normal for humans to listen to, respond or talk to someone with whom they feel connected. This is because they feel that they want to ask one simple question: "Who is going to edit my essay?". In the same light, your email recipients are more likely to turn to positive leads when they a feel a connection.

When you connect with your B2B email recipients, it builds some element of trust. It also conveys a show of personal interest. The reader will instinctively want to talk to you and share more with you.

For you to connect with your B2B email recipients, you have to use some creative tactics. They include:

• Mentioning your mutual buddy or colleague.

• Mentioning a recent blog post that they posted and telling them that you loved it.

• Recognizing their outstanding achievement on a certain project.

• Mentioning common interests, for example, hometown, hobbies or even a former school.

• Trending events in their profession or sphere of operation.

• Their notable contribution towards an issue of public interest.

There are many points of connection that you can bring up. It requires extensive research when you’re not acquainted with the email prospect.

Use social media and social networks to gather information about your prospects. Look up your prospect on LinkedIn. This will enable you to see their professional achievements, aspirations, and goals. Check their Facebook wall for their social inclinations. Comb every possible place for information that you could use to make a connection. They contribute immensely to the generation of leads.

Use Social Proof

Social proof is an effective way to persuade your prospect to take or consider taking a course of action. Sometimes all that people want is some evidence that your product or service has mass appeal. They may also need to see some real reviews of individuals who’ve used your product or service. About 63% of consumers show that they are more likely to buy from a site that has ratings and reviews. Some may want to see if their friends, colleagues, celebrities or high profile people are using it. All this is done to verify your credibility and experience.

Without social proof, prospects may refrain from enlisting your services. They view it as a risk. Thus, ensure that you use social proof to as much extent as possible.

To do this:

• Put a link to your social media accounts for them to see your following.

• Mention any talks that you may have made with a person of mutual connection. For example; if you’re writing to the production manager of ABC Company. It is wise to mention that you had fruitful discussions with the Managing Director.

• Mention you have approached high-profile figures, and they accepted your proposition. You can even tell them the next high-profile figure who you’ve slotted a meeting with soon.

When there is convincing social proof, you will generate many leads. People wouldn’t want to miss out on an opportunity that has mass appeal.

Limit the Number of Offers

When writing your B2B email, limit the number of options and offers. Your recipient has to explore few offers as possible. It is recommended that you give at least one offer. When there are many offers available, prospects may feel overwhelmed. They may not respond. It gets them confused as they will be unable to rank them in order of importance. They will also be unable to decide which has more appeal. Thus, they may find it easy to ignore all or delay action to a later date (which never comes).

Outline the Benefits

Nothing moves people to action than an incentive or reward. In your B2B email, let all your customers and prospects know what they will gain. You should explain in relevance to your products and services.

The following are some incentives that you can offer:

• Free installation if it’s a technical product

• Free trial version if it’s a software or application

• Free consultation

Outline each feature of your product with the associated benefits. Strive to appeal to their emotions as this is what will influence purchases. Create value. People respond when they know they are getting value for their money. This translates to more lead generation for your email marketing campaign.

Conclusion

B2B emails are indeed an effective way to generate leads which in the end have a high rate of conversion. Apply these tips when writing your B2B emails. You are sure to have high click rates, high open rates, and increased lead generation!

Author's Bio:

Kevin is a professional educator and a private tutor with over 8 years of experience. He is also a content writer for various blogs about higher education, entertainment, social media & blogging. During his off time, Kevin enjoys traveling and cooking. Feel free to connect with him on Twitter, Linkedin & Google+.