Emails are an essential part of any B2B content marketer’s toolbox. So here are our five top tips to make sure yours grab attention and get results.

Emails rule the content roost.

While email might not be a platform run from a swanky Silicon Valley office, it’s still one of the best ways to connect with your customers and prospects. In fact, email is 40 times as effective in bringing in new customers as Facebook or Twitter. Impressive, eh?

It makes sense though; B2B marketing emails are such a versatile form of content. And it’d be a real shame if you didn’t use them to their full potential. So how do you go about landing the right message in your audience’s inbox?

How to keep those click throughs coming.

Here are our five top tips to get customers and prospects clicking through to your content.

  1. Solve a problem for your audience.

Chances are you’re more than familiar with the ‘mark as read’ option in your email browser — and so is your audience. They’re far more likely to open and act on your email if you promise them a key piece of insight or provide an answer to a question they’ve been asking themselves.

  1. Pick a message and stick with it.

If we asked you to RSVP to an invitation that talked about two separate parties, would you know how to respond? The same principle applies to emails. Avoid having more than one call to action and you’ll see way more click throughs.

  1. Keep the copy clear and concise.

You know how many emails you have to get through in a day? Well, it’s the same deal for your prospects. So, to get them paying attention to your message, keep it short and sweet — something they can read before they flick onto the next email.

  1. Craft a subject line that grabs attention.

You can write the best email ever created. But if no one opens it, all your effort was for nothing. That’s why you have to, have to, have to put together a compelling subject line that shows your audience why they can’t afford not to open your email.

  1. A picture speaks a thousand words — if it loads automatically.

Definitely use images in your emails — no one fancies working their way through a boring old text email. However, be aware that most email browsers stop images from loading automatically (for security). So use descriptive alt-tags that show prospects they can trust the content you send them.

It’s ok to ask for help…

As ever, your shorter pieces of content can be the toughest to get right. But follow these simple tips and you’ll be crafting emails that convert your prospects to customers in no time.

And, if you feel you need a hand with it all, give us a shout. We love writing a good email or two…

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