B2B Email Template

Email Templates

If you have a targeted lead list and your response rate is less than 10% with personalized emails, your emails could use some work. Earlier this year a B2B company came to me for help with their emails. They offered an incredible service for the SaaS space, but weren't very successful with their sales emails. Their response rates were below 2%.

In about a month of working together, I created a single sales email template that got them more than 16 new customers. But before I reveal the template, let's dig into what was wrong with their previous approach.

Why their email were failing:

1. Too long: No one wants to read a mini eBook in an email.
2. Too many ideas: Although the company had an amazing product, they were highlighting too many value props in their emails, which confused readers.
3. Too "me me" Their emails talked way too much about why they were awesome, and listed their company's features instead of putting it in terms of value for the customer.
4. Too hipster: They wanted to seem young and modern, but overly fancy marketing automation templates made their emails seem impersonal and spammy, even with customization. No one thinks they're getting a personal email if it's too pretty.

We've gone through the bad, and now it's time for the good. Here's the new and improved template they deployed

I have an idea that I can explain in 10 minutes that can get [company] its next 100 best customers.

The results of this email spoke for themselves:

·57% open rate

·21% response rate

·Outcome: 16 new customers

1. Exciting subject line

The subject line is your gatekeeper, so 50% of email work should be spent crafting and testing different subject lines. You want to create an exciting but credible (not spammy or sales-y) subject that intrigues recipients.

Make your subject line compelling and informative to pique the recipient's interest in the body of the email - and research the prospect so the subject line is personalized for them.

2. Enticing offer

Give your prospects a reason to respond, and a simple call-to-action. Who wouldn't want to "almost triple their monthly run rate?" Mentioning your past success with another client they've heard of makes this offer seem more realistic and attainable. Include relevant numbers and statistics to make your offer even more exciting.

3. Personal feel

This sales email has the same basic format and tone of an email you'd send to your mom or best friend. When you're too formal, you sound stiff and like a salesperson rather than a person-person.

In the example above, the salesperson's "idea" makes the email less aggressive and aligns with where the recipient is at the beginning of their buyer's journey. Before you hit the send button, do a final read-through of the email to make sure it has a natural and conversational tone.

4. Social proof

One of your biggest barriers to selling is risk. No one wants to be the first customer and work with a company without credibility or experience, mentioning one of your customers and the results you delivered to them makes you less of a risk.

You can attach client case studies to provide your prospect with a detailed preview of your work. With a compelling example, the prospect will be more inclined to work with you.