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A B2B sales email is an intuitively structured message sent to different B2B decision-makers, and stakeholders through automation or manual process. Sales representatives send these sales emails or cold emails to their prospects with the motive to nurture them as leads and pitch the offers.
While the lead generation process is evolving and sales reps are making the most of emerging channels like LinkedIn, Twitter, Instagram, etc., email remains a top favorite. HubSpot shows that B2B sales emails have the potential to generate up to 4200% of ROI.
Want to know how to do that? Let us help you in this detailed B2B sales email guide.
5 Tips to Write Highly Convertible B2B Sales Emails
Writing a cold email that converts is tricky. However, a few quick tricks and strategies can simplify your job. Here are a few tried and tested tips to write sales emails that are informative, personalized and don’t sound like you are selling:
1. The subject line has to be interesting
Your cold email's subject line creates the first impression for the target B2B audiences. To engage the B2B decision-makers, sales reps should do regular A/B tests with the subject lines. The subject lines have to be exciting without sounding like spam.
Now the question is how to write such attractive and credible subject lines.
These tips might help.
- Don’t forget to target the pain point of the target audiences in the subject line of a B2B cold email.
- Research and invest some time to create the offer. If the offer isn’t unique, it cannot make a difference for the users.
- Add an urgency factor. The easiest way to do that is by adding a time constraint.
Here is a subject line from Grammarly that we found impressive:
- The subject line is short and to-the-point. There is no excess information.
- It captures the pain point of the target audiences quickly and provides a solution.
- It also adds the urgency factor by mentioning the discount percentage.
2. Keep the email concise and personalized
B2B decision-makers are busy and don’t read each and every cold email coming their way. However, a concise email communicating the messaging can easily draw their attention. Hence, the goal of a sales rep should be to write brief and informative sales emails.
Before drafting an email straight away, ask these questions yourself:
- What is the core message to communicate through this email?
- In what way can your email add value to the target audiences?
Keep these two pointers in mind and remove anything that sounds excessive concerning the context.
Here are a few tips to write short and readable cold emails:
- Instead of writing large chunks of text, add bullet pointers to the cold emails. These are easily readable.
- Don’t write long emails. Instead, consider sending a series of emails to the audiences and interestingly split your brand story so that users read all these emails.
- Don’t just promise. Deliver. Sales reps can attach product tutorials, product tours, datasheets, e-books, etc., and emails to describe the products and services in an in-depth manner.
Check this example of a short and crisp cold email:
This email stands out because it is direct and the author doesn’t use any fluff. She has directly explained how she found out about Zach (the prospect), what more information she collected about him, and how she can help the prospect.
3. Add an irresistible offer to the CTA
After you write a great email, you must conclude it well. The best way to conclude a B2B cold email is by adding the correct Call-to-Action (CTA). The CTA is what verifies your claims mentioned in the mail body and directs the users to a compelling offer that they cannot resist.
Can you add an urgency factor to the CTA? That’s even better. It will help the fear of missing out on a great offer and they will take action quickly. A CTA can be as simple as “Book a demo” or as complicated as “Please reply with your complaint”. As long as it is relevant to the email content and not pushy, it can help you draw the audience’s attention.
A great way to spice up the CTA is by merging with social proof or a past success story. For example:
“Read our case study to see how we doubled the retention rate of Brand X”.
“We have a combined social media following of 50K on LinkedIn, Twitter and Instagram. Join the Tribe”.
Such statistically sound CTAs are easily relatable and compelling at the same time. They can easily engage the target audiences and convince them to click on the offer.
7 B2B Sales Email Templates and Examples to Improve Sales Performance in 2023
We hope the tips we included in the previous section can accelerate your cold email outreach efforts. We are going a step further and helping you with some B2B sales email templates and examples to help you out.
1. AIDA Formula
AIDA or Attention-Interest-Desire-Action is one of the oldest principles of cold email and it still works. The AIDA framework states that a B2B cold email should have:
- An attention-grabbing hook
- A copy that builds the interest of the audiences
- Show the audience how they can benefit from the offer to grow their desire
- Finally, convince them to act by clicking on the CTA
Here is a cold email template that follows the AIDA formula:
2. SAS Formula
The SAS formula introduces a unique approach to cold email outreach. It suggests that:
- The cold email should introduce the Star in the very beginning. Here “Star” can be the product, the customer, or anyone who plays the central role in the email.
- Next, talk about the Arch who is at the same place like your prospect and can face the same challenges.
- Finally, explain how the Star can achieve success with your product/solution.
The SAS formula uses storytelling to entertain and educate the prospects simultaneously.
Here’s an email template that follows the SAS framework:
3. PAS Formula
The PAS framework is a good old method to develop the content of any sort. It works well for B2B cold emails too. This framework states that an email should:
- Highlight a problem and the underlying cause behind it
- Agitate on the problem and explain its possible impact
- Finally, offer a solution to solve the problem
Use this template to apply PAS formula in your cold emails:
4. Introduce your brand
Does your prospect know about you? An introductory cold email is very important in any cold email sequence. It helps you establish credibility and helps the prospects to clear their doubts about your organization.
Here is a template that you can use for this purpose:
5. Reach out to the decision-maker
B2B selling is challenging at times. Mostly because multiple stakeholders are involved in each stage of the selling process. It is often difficult for the sales reps to reach out to the key decision-maker. Here is a B2B cold email template to help you identify the key decision-maker quickly:
6. Show how you are unique from the competitors
Want to create a long-lasting impression for your leads? Show them how you are better than your competitors. Here is a B2B cold email template that can be handy:
7. Follow-up email template
Things to Avoid while Writing and Sending a B2B Sales Email
Now that you know how to write B2B cold emails, here are a few things that you must NOT do while writing and sending cold emails:
1. A vague subject line
A generic subject line that doesn’t target the right group of prospects may not create a good impression. Keep your email subject line short, personalized and maintain a professional tone. The subject line has to be relevant. It must explain what to expect from the email. Don’t write irrelevant subject lines just because they are attention-grabbing.
2. Sending too many follow-ups
Sending follow-up emails is always a good idea. However, sending multiple follow-up cold sales emails can send you to the cursed SPAM folder. Sending too many emails is pushing the prospects to speak with you. That is not a good idea as it may force the prospects to question your credibility.
3. Writing a long email
B2B decision-makers are busy and no way they will read lengthy emails. Remove anything that’s unnecessary and keep it short. Make sure that your cold email is brief and it communicates the messaging efficiently.
4. Using jargon and fluff in the email copy
Don’t use fancy words and jargon in cold emails. Keep the email copy simple and easy to comprehend. Else, the prospect will delete it after reading the very first line. Also, avoid fillers and keep each sentence unique.
5. Celebrate your brand and ignore the prospects’ needs
Is your cold email all about your brand, success, and achievements? Celebrating your brand too much can also push you to the prospects’ SPAM folder. The email content should be mostly about the prospects, their challenges, and what solution you can provide them.
B2B sales process is challenging and so is drafting personalized B2B sales emails. What if we tell you about a B2B sales tool that can help you write better sales emails?
We are talking about Salesken.
This real-time sales enablement software can help sales reps with:
- In-depth call analytics and summaries
- A comprehensive call repository with all sales conversations and talking points
- Seamless collaboration with multiple sales team members at the same time
Want to know more? Book a demo today!
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