5 Proven Formulas To Use On Your Next B2B Email Campaign To Start More Qualified Conversations

Some people hate B2B email marketing campaigns. Even some experts believe email marketing is dead.

The thing is, they're wrong. Stats show that more than 50% of B2B marketers credit email campaigns with increased sales and publicity. Read that again. More than half of all business-to-business marketers say email campaigns boost their sales and increase their exposure. 

Here’s the truth:

  • Effective B2B email strategies in your marketing campaigns do your business a huge favor.
  • Without them, you're putting your business at serious risk of stagnating and losing money.

Want to avoid that? You’re in the right place.

This article will explain how and why B2B email campaigns can increase revenue and grow your business. By the end, you should be familiar with some proven formulas that’ll help you crush your next campaign. Keep reading if you’re ready to discover the best ways to increase your revenue, growth, and potential.


What Is B2B Email Marketing?

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Before we start, let's get a firm grasp on what B2B email campaigns are, what they’re not, and why they should matter to you. 

B2B stands for business-to-business sales, as opposed to business-to-consumer or business-to-government. So far, so good, right? Awesome. Let’s first start with what B2B is not

B2B is not B2C. Business-to-consumer emails market products directly for consumers. This means, the person reading a B2C email is the person buying the product. Simple. B2C emails are the ones you get for a blender after searching for a banana smoothie recipe. B2C is the easiest form of marketing, as the purchase decision is the least complex. 

B2B is not B2G. Business-to-government email marketing campaigns are tricky. They take the longest to convert and require the most strategy. B2G marketing responds to the requirements published by a certain government entity. Government contracting officers, representatives, and government program managers receive B2G emails, so they’re formal, professional, and a little intense. 

B2B is what we’re discussing in the remainder of this post. The purpose of utilizing B2B email campaigns within your digital marketing plan is to convert ideas into action. Focus on turning your thoughts into sales, engagements, and exposure.

Right now, you're continuing to build, expand, and develop your prosperous business. Creating a B2B email strategy opens the door to increased success without overly expending resources. B2B emails hold the keys necessary for taking your business to the next level. 

Warning: Put in place a tested, proven formula when tackling B2B email marketing. Without it, you risk wasting human resources and countless copywriting hours with a little-to-no conversion. You're also in danger of decreasing profitable B2B relationships.


You’re Writing For Entrepreneurs, Not Everyday Consumers 

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Consider your audience when writing B2B emails. Their voice needs to be your voice. Like you, business executives and marketers don't struggle with the same issues as basic consumers. Avoid pitching a sale to your entrepreneurial peer as if you were selling overripe bananas ideal for the perfect banana bread. This method lacks tact, strategy, and efficiency. 

Contemplate keeping it casual to prevent wasted time and resources from both parties in a B2B exchange. Using informal language doesn't require writing unprofessionally. It implies that boring your customers with technical terms isn't going to do you any favors. 

Simply put: write your emails as if you're speaking to the customer directly on the phone. Writing in this way will generate an appreciation for your friendly, to-the-point approach. It will also increase understanding from your readers, which then converts to customer engagement. 

Learn the difference between B2B and D2C here.


Proven Formula #1: The Problem-Focused Method

Isn't problem-solving the ultimate goal of a successful business? Install a problem-focused approach as the guiding principle in your B2B email campaigns. This approach is a proven formula for pragmatic email marketing.

Strategically address your customer's problem and follow the issue with your plan to solve it. Your email pitch will inevitably pique the reader's interest and give them a reason to continue reading. 

While formulating your problem-focused B2B email, consider the must-haves to solve your customers’ problems versus the nice-to-haves. This strategy forces your reader to confront their problem with a sense of urgency, which converts to quicker sales for you. 

Tip: Explain to readers why they need what you have to offer. 


Problem-Focused Method Template

Hey, [Customer Name] 

I was checking out [Company] on LinkedIn [Or Other Business Platform]. After reading some of your reviews, I thought you'd find this unusually interesting. 

We help companies in the [Industry] like [Similar Companies] increase revenue and maximize resources. How? By offering [Your Company's Services]. 

Recently, we helped [Similar Company] achieve [Result / Goal] in [Time Frame]. I'd love to share with you how we did it! 

Are you interested in learning more? I'd love to get on your calendar at your soonest convenience. 


[Your Name]


It’s Not What You Say, It’s How You Say It

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

The information you're communicating in a B2B email is valid, influential, and critical to the email campaign's success and, in turn, your business. You know that, but… does your audience? Not off the bat. In order to get them to actually read your emails, you have to transform the information into readable, desirable content. Otherwise, your information isn't working for you. It's working against you. 

Your emails aren't useful if your customer doesn't read them, and your customer doesn't read them if they're not enticing. How demoralizing is that? Fortunately, that's never going to happen to you, since you're going to take this post to heart, of course.

As the first thing your customers will read, your headline must be stellar. Make it sensational. Make it daring. Make it fresh. Your headline is your hook, so bait your readers. Rather than just saying something, ask a burning question, or tease.

Continue to reel your customers in by combining value with curiosity. Be specific in what you're offering and explain to your readers why they need a piece of your pie. 

Instead of using lots of words, use a few of the right words to keep your readers' interest throughout the email. Adding a sense of urgency never fails to keep customers on the edge of their seats, ready to take the plunge and engage with your pitch. 

You're no stranger to the phrase "choose your words wisely." Now you see what wise advice that is. Choosing the right words leads your B2B email campaign in the right direction and lands the right results. We're talking about increasing profit, growth, development, and success.

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Proven Formula #2: The Curiosity-Building Approach

Did you know? 

See how that question got your attention? Try suggesting that you know something they (your customers) don't know. Then you open the door to continued reading and an open-minded attitude toward the rest of your email. 

Keep in mind that the best place to begin your curiosity hook is within your email's subject line. Follow your interest-piquing subject heading with an extra one to two sentences. Use the additional sentences to continue to heighten your customer's curiosity.

Tip: Make sure your pitch is persuasive, not manipulative. Your customer wants to feel intrigued and motivated, not suckered.


Curiosity-Building Approach Template

Hi [first name],

Did you know, [Intriguing Fact About the Industry]? Hard to believe, right? When I found out about this, it shocked me. It completely changed the way I do business. Just recently, [My Company] has begun assisting companies like yours. We solve [Problem / Issue] by addressing these three things: 

  • [Benefit You Offer]
  • [Benefit You Offer]
  • Benefit You Offer]

We’ve worked with clients like [Company 1] and [Company 2] and they’ve been very pleased with their results. If you’d like to hear more about how we can help you, I’d love to schedule some time with you to chat more. 

In the meantime, I think you’ll appreciate reading this blog post we published. It highlights everything you should know about [Service You Provide]: [Link]. Check it out! I’d love to know what you think. 

If you have time for a call, I’m available [Availability Dates and Times].

Looking forward to hearing from you,

[Your Name]


Structure: Crucial For Your Business And B2B Emails

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Following an outline and generating a clear, concise structure are non-negotiables when creating a successful B2B email campaign. Yes, writing how you speak is preferable, which entails dictating your stream of consciousness. That tip should work hand-in-hand with a clear structure for your B2B email. Without a solid framework guiding your email, your customers will likely miss your intentions and other essential information. 

In addition to drawing your customers' eyes to pertinent information, following a designated structure within your B2B email campaign will allow you to write quality content that is applicable and readable to your customers while maximizing your own time and effort. 

Your B2B email should contain the following elements, in this order: 

  • Compelling Subject Line - Don’t use all caps. You’re not trying to scare your customer into reading your email. Either ask a question, create urgency, or add real value...or combine these tactics for a triple threat. 
  • Bait Content - Share what you have to offer through your previous customers. Readers care more about what other people think of your business than what you think of your business. Show them results. Build their trust. 
  • Next Steps - This is your call to action. Your customer should never have to wonder why you emailed or what exactly it is you want them to do.
  • (Bonus) Follow-Up - If your customer doesn’t respond, don’t be afraid to follow up. Giving up on a point of contact shows that you don’t care if they read your email or not. You care.

Learn how to audit different types of copy here.


Proven Formula #3: The “Must-Haves” Method

Prevent your B2B email campaign from being too long, too detailed, and too soft by following your structured template. Create value for your customers by clearly and concisely conveying pertinent information. Portraying details in this way shows you're not here to waste their time.

If a little is good, more must be better, right? Wrong. Sharing too many ideas with your customers leaves them overwhelmed and confused. "A confused mind says no." You want your customers to say yes. 

Convince your customers you know what you're talking about by being assertive without being pushy. Be assertive without being pushy. Writing with confidence will show your customers that you know your stuff. Don't dilly-dally. Get— to the point and end with a strong call to action.

Learn how to write stronger CTAs here.

Tip: Remember the 3 S’s as you write: Short, Simple, Solid


“Must-Haves” Method Template

Hello [Customer Name], 

I noticed you’ve recently explored [Solutions for a Problem]. I’ve worked with many other companies in [Field Customer Works In] and thought I’d reach out to you. 

[Customer’s Company] looks like a great fit for [Your Company] and I’d love to talk more with you about your goals for the next [Quarter / Year]. 

We help companies like yours grow with:

  • [Solution to Problem / Result]
  • [Solution to Problem / Result]
  • [Solution to Problem / Result]

If you’d like to discover how [Your Company] can help you reach [Solution Related Goals], feel free to book time on my calendar here: [Link]. 

Talk soon, 

[Your Name]


Contact + Connection = Conversions

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Capitalize on your customers' interests and goals to create a personal connection with them. Without first establishing a link to your customer in your B2B email, the probability of continued reading is low. The likelihood that your reader will then take your bait is even lower. 

Do your research. Get to know them before drafting your B2B email. What are your prospective customer’s values? What is their company’s mission statement? What is their specific role within the organization? How can you add value to them personally? Don’t just ask what they need, tap into why they need it. 

By appealing to readers' interests, you'll lead your reader to explore your brand. Keep in mind, this will set your customers' expectations moving forward. Use those expectations to generate conversions. Keeping your customers hooked in curiosity will continue to earn their business. Establish rapport with your readers to gain repeat customers, add exposure for your business, and drive sales. 

Learn how to improve clarity in your copy here.


Proven Formula #4: The Relationship Approach

Worried your B2B emails show low priority in your readers' inbox? That stress is avoidable. Write personalized emails that will flag as highly relevant material that your customer won't miss. 

Not convinced that personalization matters? Use this proven formula to receive a 50% increase in open rates and a 14% boost in clicks. Personalizing your emails also generates a 10% boost in conversions and a 20% increase in sales, on average. Targeted emails generate 58% of all revenue. Whoa.

Now that your reader feels like you're reaching out to them personally, invite them to connect with you on social media and give them a reason to engage. This scenario practically defines the steps for creating a relationship. 

Establish a connection with your customer upon initial contact. Direct, up-front initiation of a relationship will help you generate conversions quickly and effectively.

Tip: Ensure your customer feels that you did your research in an effort to appeal to them personally.

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Relationship Approach Template

Hey [Customer Name],

I hope this week is treating you well! I wanted to reach out to you because we are in the same [Slack Group, LinkedIn Group, Association, Etc.], [Attach Link to Specific Group You're Both In]. I think I have something that might pique your interest. 

If my research is correct, you're spending [Approximately $$] per month on [Service You Offer] at [Other Company Website]. That's in addition to the [Approximately $$] you're spending on [Any Other Info Related to the Spending or Service]. 

I work at [Your Company], and we offer [Proposition]. We can lower your [Monthly/Annual] cost for [Service Mentioned Above] by [%] with minimal effort and absolute ease of transition.

All you have to do is reply to this email for a [Product / Service] demonstration.

Let me know what you think! I'm looking forward to talking with you about it more. 

Kind regards,

[Your Name]


Add Value To Strengthen Customer Relationships

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Speak to the needs of your customers to increase their appreciation of your B2B emails. Customers value information that benefits them on a personal level. You need to appeal to the logical side of your customers' needs, of course. Don't leave out their emotional needs, though. Combine logical explanation with an emotional benefit. Considering your customers' feelings shows them that investing in your business is a no-brainer. 

Write copy that aligns with your readers' reasoning to increase the value of your B2B email. Considering your customers' point of view strengthens the personal relationship that you've taken real effort to create. As you generate B2B emails, consider putting yourself in your customers' proverbial shoes. Remember that as your customer reads your email, they're asking themselves, "What's in it for me?" 

Strengthening the relationship with your customer will establish trust. With this strong foundation in place, sales become a natural by-product, and your email strategy proves useful.


Proven Formula #5: The Person-Centric Method

We could also call this proven formula "Old Faithful." Starting your B2B email searching for the correct point of contact has been a tried and true approach to cold email marketing for a long time. There's a good reason for that. 

Reach out to senior executives at a company and state you're looking for the right person for a specific job.  The exec will send your inquisition down the food chain until it reaches the correct point of contact. Bonus: the head honcho of the company you're emailing has now invested interest and may follow up on any leads. The senior team member is directly connected to your case's outcome and can help get the deal-train moving. 

Tip: Include information about previous clients to demonstrate credibility


Person-Centric Method Template

Hello [Customer Name], 

I am writing to find the appropriate person who handles [Department / Specific Area of Focus] at [Company Name]. I also reached out to [Colleague 1] and [Colleague 2] to get in touch with someone in that space. 

If you're the right person to chat with, let me know how your calendar looks. I'd love to talk more with you about [Company Name]. 

We strive to help organizations like [Their Company Name] with [Problem You Solve]. We have successfully worked with others in your industry, including [Company 1] and [Company 2].

If you're not the appropriate point of contact regarding this matter, please let me know with whom I should connect. 


[Your Name]


Creating Your Best Email Campaigns

5 proven formulas to use on your next b2b email campaign to start more qualified conversations

Now you know the best ways to create a prosperous B2B email campaign. The best advice at this point is to start capitalizing on these methods sooner rather than later. Then you’ll have the highest chance of boosting your revenue, business development, and exposure. If you want to improve conversion rates, raise brand awareness, and increase profits, try some of these formulas.

Create an outline that’ll set your campaigns up for success. Fill your marketing emails with useful content that’s easy for customers to read. Portray information and intentions through casual, concise, and intentional writing. Throughout your emails, never forget who your readers are. Knowing your audience is a cornerstone in the success of any B2B email campaign.


Last, But Not Least

If you haven’t yet, check out my list of quality email sequences that convert. Combine those sequences with these five proven formulas and use them on your next B2B email marketing campaign. With these resources, you can write compelling, pragmatic emails that contribute to sales, publicity, and business development.


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About Daniel Doan

Daniel is a proven Neuro-Response copywriter with over a decade of expertise bridging the gap between what your company wants to say and what your customers actually want to read.

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