Introduction
If you're in the SaaS industry, then you know how important it is to nurture your leads. Email marketing is one of the best ways to do that—but it's also a tricky beast. Here are some tips on how to write an effective email marketing campaign targeted at B2B companies.
Start with a CTA
The first sentence is the most important. It’s also the trickiest. You have to write something that will capture your reader’s attention while telling them what they need to know so you can sell them on your product. And obviously, it has to be relevant to their needs and solve a problem for them or else they won’t care about anything else you say in your email or at all if they unsubscribe after reading only one sentence!
It may seem like an impossible task but here are some tips:
Start with a CTA (call-to-action)
Make sure it's clear what the benefit of using your product is for them (not just talk about yourself)
Keep it simple and focused
Keep it simple and focused.
If you want your emails to get opened, they need to be relevant and easy to read. Don't make the reader do too much work when they're trying to accomplish a task or satisfy their needs. Use simple language that's easy for anyone—regardless of background or industry knowledge—to understand (and avoid jargon).
Keep the email focused on what matters most: the CTA.
Your goal should always be getting people into your funnel so you can start building that relationship with them. So whether it’s a trial signup page or an ebook download, keep every piece of content centered around that goal itself
Focus on the reader
When people think about email marketing, they often focus on the wrong things. They get caught up in the details of their business, product or company and forget that it’s all about the reader.
Your email should have a clear goal: to convince your reader to take some kind of action – whether it’s signing up for a demo or buying something. If you can do that well and make him feel like there is no other option than doing what you want him to do (buy this product now!), he will do it without thinking twice.
Use the lead to draw your reader in
When writing a lead for your email, keep it short and compelling.
Attention-grabbing headline
Short, descriptive subheadline (if needed)
Short intro paragraph that tells the reader why they should care more about the topic than they already do. Make it as juicy as possible by telling them exactly what they'll get if they read on.
Content paragraph(s) where you expand on what you said in the intro paragraph and include links to any relevant content or resources. If there's room for another subheadline here, do so!
Conclusion/call to action: In this section of your email, give them one last reason to take action before signing off with some kind of call-to-action (CTA).
Get to the point and stay there
Get to the point and stay there.
Don't make your reader work to understand what you're saying. Each sentence should clearly convey a single idea, and each paragraph should have one distinct topic.
Don't use too many words, images, links or CTAs in any given email campaign—you want to ensure that it's concise and straightforward in tone while providing value with minimal distractions or distractions that don't add anything of value (except for maybe an image).
Keep colors simple and use black text on white backgrounds whenever possible—this is best practice for most digital mediums because it makes reading easier on electronic devices as well as printouts since they don't require as much lightening/darkening adjustments when reading content printed off-screen compared to other background colors used throughout an email message (like blue or yellow).
Know which fonts are easy on eyes before using them - some combinations can be quite difficult for some people who are colorblind! Also remember: never use Comic Sans unless absolutely necessary (and even then...)
Make your content easy to skim
There's no need to be boring. You can make your content easier to skim by using bullet points, subheadings, bold and italic text (e.g., “Key Points” or “In This Post”), images, links and a table of contents at the top or bottom of your emails.
Use transition words in your copy
As you write your email marketing copy, don't forget to use transition words. Transition words help the reader understand what you are saying, how you're saying it, and why it matters—all in a very short amount of text.
Here are some examples:
> "If" is used to indicate a condition (e.g., "If this is not working...") or an uncertain event or state that may or may not happen (e.g., "I almost forgot...").
> "Because" indicates cause-and-effect relationships (e.g., "...because it's important.")
> "However" signals contrast between ideas in a sentence (e.g., "...however, there are three ways...").
Always include a call to action.
A call to action (CTA) is a button or link that prompts the reader to take an action. A good CTA tells them exactly what they should do in plain language, like sign up for a demo or download your whitepaper.
The important thing about CTAs is that they're not just marketing hype; they're there to help you get results. Your emails should always include CTAs because it lets your customers know that you care about their success as much as they do—and it gives them the tools they need to achieve those goals!
A great email doesn't need to be complicated.
Keep it simple and focused:
A great email doesn't need to be complicated. Focus on the reader. Use your first paragraph to draw them in, then get right down to business by explaining the offer or key benefit of using your product. If you have content for multiple products, make sure each piece stands alone so that readers can easily scan through them without feeling overwhelmed by information overload or having to click around from page to page just to find what they're looking for.
Keep it easy-to-skim:
If you have too much text on your page, people aren't going to read all of it! Make sure each piece is its own self-contained unit of information and uses transition words like “however” or “moreover” so that readers can easily skim across the page without getting lost in long sentences full of complex jargon. We want our emails short enough so people will actually read them :)
Use a call-to-action:
Always include an actionable call-to-action at the bottom (such as "subscribe now!") so readers will know exactly how they can benefit from reading further into your content rather than being left wondering what next steps there might be after finishing reading something like this article about why email marketing rocks!
Conclusion
The best B2B email marketing is simple and straightforward, with a focus on the reader. The lead should draw your reader in and keep them engaged, while at the same time keeping it easy for them to read by using transitions and chunking information into smaller sections. Always include a call-to-action at the end of your email, whether that means signing up for an account or contacting your customer support team!
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