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Writing effective email copy from an expert in B2B marketing, lead generation and lead nurturing

This is the latest in our ongoing series of tips from some of the experts who provide our sales lead management consulting and training services and our marketing automation and lead-generation agency services.

Meryl Evans

Meet Meryl Evans, one of our email copywriting experts.

Meryl is a professional writer and editor who specializes in online B2B lead generation and lead nurturing. She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, landing pages, blogs and more.

Here are Meryl’s top email copywriting tips:

  • Write emails with the prospect or customer in mind, not the company. Remember that even in B2B, people make the buying decisions.
  • Use paragraph breaks every three or four sentences. Many emails still have long paragraphs, which are hard to read. Faced with a long block of text, many people are daunted and move on.
  • Use multiple sub-headings, and numbered and bulleted lists (like this one) whenever possible. People skim and scan when reading online.
  • Limit calls to action to one or (at the most) two items. Any more than that and people get confused about what you want them to do. Confused people do nothing.
  • Add a response link to the beginning of each email for those ready to take action before reading the rest of the message. Don’t make people who are ready to respond search for your link. Repeat the link further down for those who take longer to decide.

Worth considering:
Professionally written lead generation and lead nurturing emails get higher open rates, and more responses. Consider putting our email copywriters to work. Click here to learn more.

Readers, what are you top tips regarding B2B email copywriting?
Please add your comments by clicking on the word “Comments” in the line below the Share button.

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Comments

[…] the original post here: Writing effective email copy from an expert in B2B marketing, lead … […]

 

[…] Writing effective email copy from Meryl Evans Meryl Evans is a professional writer and editor who specializes in online B2B lead generation and lead nurturing. She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, landing pages, blogs and more. See her list of best practices. Source: http://www.sales-lead-insights.com […]

 

Be consistent, especially if you are sending a regular newsletter. Send consistently, and, if you use an (Email Service Provider) use the same template consistently.

Great tips, thanks for sharing.

 

Very informative post on B2B lead generation and marketing, thanks for sharing the tips and information…

 

[…] Writing Effective E-mail Copy: Meryl Evans will share more tips with us later in the week. For now, check out her tips for writing effective copy, and pay special attention to what she says about calls to action. […]

 

I was about to suggest that marketing is showing people products you offer. But, I’ll have to step back because there are subtle differentiations amongst marketing, sales and advertising, too. Thanks for a great post that helps me to be more discerning about differences in marketing and sales.

 

Great post, the more you read the more you learn. However, I 100% agree with your point that people skim and scan through emails especially in the business environment people want to respond quickly and not overwhelmed with a lot of information.

 

[…] Writing Effective E-mail Copy: Meryl Evans will share more tips with us later in the week. For now, check out her tips for writing effective copy, and pay special attention to what she says about calls to action. […]

 

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Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com