Not getting responses from your B2B sales emails? With email inboxes being bombarded by a seemingly endless wave of new messages, it can be easy to assume that your B2B sales emails are being ignored by your prospects. But, is that really the whole problem?

What if your email just isn’t compelling enough to earn a response? Tools like ContactMonkey allow  you to put this theory to the test by seeing if, when, and how often your emails are opened.

This post will share with you a few key tips to keep in mind when crafting your B2B sales emails. As an added bonus, these tips have been laid out to match my recommended order for structuring your email.

1.  Subject Line

It can be argued that your subject line is one of the most important elements in getting your prospect to open your email. Your subject line should ultimately be something that interests or entices your prospect enough to want to open your email. With this in mind, try incorporating a few of these tips:

• The more quantitative the better. If you can save your prospect time, money, or provide another measurable benefit, why not include it in the subject line to snag their attention?
• Speak in a client voice. Incorporate phrasing and terminology from their own website or that is common to their industry. Refine your language even further by matching it to your prospects position level or specific department.
• Mention a trigger event. If you’re unsure of what a trigger event is check out this blog post. The trigger event is an easy way to help your message resonate with your prospect and generate enough interest to get your email opened.
• Long or short? Truth is everyone will have their own opinion on what length of subject line works best. Even here at VA Partners, our sales reps have their own preferred length of subject line. Experiment to find out what works best for you and what works within your industry.

2.  Your Offering and Its Value

After a line or two to introduce yourself as well as why you have chosen to reach out to the prospect it is good to introduce what you are offering and what value it holds.

By positioning your offerings message and its value at the top of the message, you will increase the chance of capturing your prospects attention. If your product or service’s benefits offer are meaningful enough and resonate with your prospects pain points, you are far more likely to earn a response. For tips to help you quantify the benefits of your solution be sure to check out how quantifying your business benefits helps you sell more.

3.  About Your Organization

If your prospect is interested by your value proposition, it’s a good idea to add reassurance and build credibility by including a brief overview of your organization.

It can be helpful to include how long you have been in business, your experience, where you are located, your main functions, how many clients you have worked with, and/or a few examples of notable clients. When your prospect has a better understanding of who you are, they may feel more comfortable in reaching out to you to learn more.

4.  Call to Action or Next steps

At the end of your email, it’s important to include a clear call to action or express what you believe the next step should be.

Don’t be afraid to be specific. If your prospect is interested and has a clear understanding of how to progress this relationship, they will be more inclined to reach out to you. Alternatively, if you are clear on how you will proceed, such as following up in a week, you provide the opportunity for the prospect to email you back and opt out. Otherwise you can follow up as promised and reference your initial email. Even if your email wasn’t answered, following through on your promise can be a great way to help build credibility and earn your prospects’ attention.

Keep these four simple tips in mind and with a little practice you are sure to boost your B2B sales email response rate. Don’t be afraid to experiment to find out what works for your target and audience and what compliments your writing style. For more tips on mastering the sales process, check out our free sales and marketing white papers.