How can you create irresistible B2B email content?

Marketing funnel 101. A well-segmented database, clearly tagging contacts by persona, by interests and other attributes allows you to send more targeted and hyper-personalized email content. The easiest way to diminish your contact database is to send them irrelevant content.

It's important to know what your ideal customer needs, wants, hopes for, and hates. That way, you can create content - in this case, email messaging - that resonates and converts. I always come back to that Atticus Finch quote, "You never really understand a person until you consider things from his point of view - until you climb into his skin and walk around in it." If you have that level of insight, you remove a lot of the guesswork and avoid potential misfires because you know your audience and how you're best positioned to deliver value.

Smart marketers use these 3 methods to write catchy subject lines. 1. Feed AI tools with content and let it create a bunch of examples based on your content and preferred tone. 2. Personalization is key. A well setup contact database, with well-established personas, can help key in on pain points or topics of interest. 3. Don't oversell! Create Value.

The reality is, we're all skimming our emails. Instead of tilting at windmills, make it easy for your audience to quickly get the key points. I like to use bullet points, and bold or otherwise emphasize the key line in the email that I want the reader to see. If it's a more conversion-focused email, make sure there's only one key action you're asking readers to take - and make sure that action is above the scroll.

Knowing how your product or services can help solve your prospect's challenges is step 1. Step 2 is actually demonstrating this in a clear and concise manner. No one wants to read long emails. Keep it short, get to the point, show them what you are offering will benefit them..... and provide a clear call-to-action.

Here are some valuable tips to improve your emails for mobile users: ?? Firstly, ensure that your sign-up forms are mobile-friendly; ?? Use concise and informative subject lines and intros; ?? Choose readable and protected web fonts; ?? Ensure your CTA buttons are big and easy to read; ?? Check that all visual elements appear correctly on mobile devices; ?? Finally, use responsive layouts to optimize your email's appearance on all mobile screens.

Resist the temptation to rely on assumptions or best practices. Your audience is unique, so let data guide your content decisions. Develop a testing mindset and culture of experimentation. Empower your team to try creative ideas and pivot quickly if something doesn't perform. Test the unexpected - counterintuitive formats, odd imagery, surprising offers. Be willing to break conventional molds. Set up rigorous test plans, not just occasional A/B splits. Take inspiration from research papers - develop a hypothesis, run an experiment, analyze results objectively. Leverage full factorial tests and statistical analysis to uncover interactions between email elements. Implement a continual optimization loop.

Opinions are good, but data is better. There are clear industry benchmarks for just about every email-related metric you can dream of. In 2023, I think click rate is the most metric important of them all, so that's the one I track most closely for my clients.

Email remains one of the most important channels for B2B communication, but don't forget about text messaging. The work you're already doing to create create email context can be lightly remixed and used in other customer-friendly communication channels, like text and chat. Depending on your ideal customer's preferences, you may see even higher engagement rates and customer satisfaction via SMS communication. This is just one way of extending the value of the marketing investment you're already making.