Top 10 Rules for B2B Email Copywriting: Mastering the Art of Engagement

Given the endless distractions and rise of AI-enabled sales messaging, the art of email copywriting is more crucial than ever, especially for B2B communications. With inboxes overflowing and attention spans shrinking, your emails not only need to stand out but also resonate deeply with your prospects.

Here are some rules I have integrated from the Justin Michael Method, of "pattern interrupting" communciations that have elevated my B2B email game:

1. Keep It Short and Sweet

Time is a luxury, and your email should respect that. Aim for brevity: if your email takes more than three seconds to read, it’s too long. Before sending, take another pass and challenge yourself to “kill a word” to tighten your message even further.

2. Optimize Subject Lines and Preview Text

Your subject line is the gatekeeper. It should be tantalizing yet concise, ideally no more than three words. Complement it with equally crisp preview text—no more than 18 words. Example: “Reduce Risk, [Your Company Name],” or “367% Growth Unlocked.”?

3. Stand Out Like a Purple Cow?

Thank you, Seth Godin, for the metaphor that keeps on giving. In a sea of mundane emails, be the purple cow. Maybe it’s a witty joke, a compelling image, a surprising GIF, or a quirky emoji that breaks the monotony.

4. Focus on the Prospect

Shift the spotlight to your reader. Use "you" instead of "I." Mention successes from similar companies you’ve helped, leveraging social proof to build credibility and relate directly to your reader’s needs.

5. Be Specific

Vagueness is the enemy of impact. Use precise figures, like "increased efficiency by 97.34%," instead of rounding off. This specificity not only adds credibility but also paints a clear picture of what you’re offering.

6. Address Core Demand Types

Your email should directly speak to fundamental business desires: making money, saving money, reducing risk, or complying with regulations. Highlight exactly how your solution aligns with these objectives to capture attention.

7. Leverage Fear and Risk

While fear-mongering is a no-go, do not shy away from painting a realistic picture of what’s at stake. For instance, "Imagine the fallout of not adapting to evolving consumer preferences—don’t let your competitors outpace you."?

8. Use Conversational Language

Write as if you’re speaking to a friend in the industry. This approach makes your message more relatable and less like a sales pitch. Your emails should facilitate a dialogue, not a monologue.

9. Use Industry-Specific Jargon Thoughtfully

While it’s important to demonstrate your expertise, balance it with accessibility. Mention industry terms when they enhance understanding but ensure they’re not alienating or overly technical.

10. Speak Like a C-Level Executive

When you’re addressing top decision-makers, focus on what matters most: outcomes and risks. Your tone should reflect a deep understanding of industry challenges and the high stakes involved.

By adhering to these tenets, you not only ensure your emails are read but also that they perform, transforming each send into a meaningful opportunity to connect and convert. Remember, effective B2B email copywriting doesn’t just communicate; it engages and inspires action.

What best practices have you used to level-up your B2B email copy?

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