Everyone in marketing knows that the quality of the marketing databases they use are a particularly important factor in the success of the campaigns they’re running. The same is true with email marketing campaigns but you shouldn’t underestimate the importance of email marketing copywriting.
Email marketing copywriters provide you with the words you need to grab a recipients’ attention, hook them in on the product or service you’re selling, and prompt them to get in touch.
According to the Data and Marketing Association, non-consumer email marketing has a 4,300% ROI on investment on average – that means £43 worth of turnover for every £1 spent on the channel.
More Than Words tip – a non-consumer email marketing campaign is an email marketing campaign where the recipients are decision makers within businesses, schools, charities, and public sector organisations
Who are the Data and Marketing Association? They’re the world’s leading authority of data-driven marketing and response rates to it. The 4,300% statistic comes from their figures (check here for yourself).
Email marketing copywriting is a fundamental part of the managed B2B email marketing campaigns we carry out for clients as well as our school email marketing campaigns and email marketing campaigns to the public sector.
As our Managing Director says, “it’s far easier to make a lot more money from a rubbish email marketing list where the content is absolutely right than it is to produce a return on the best database in the world with terrible copy”.
On this page, find out:
- who’ll be working on your email marketing copywriting
- 4 must-follow rules for successful email marketing copywriting
- why one email is never enough
- what does great email marketing copywriting entail?
- what happens after you get in touch with us
Which companies do we send emails for?
We offer email marketing copywriting to companies which sell their products and services to other businesses, schools, charities, and public sector organisations as part of our managed campaigns – where we send out the emails for you.
We work with clients:
- if they have bought email databases directly from us
- if they have bought in an email database from a third-party supplier like More Than Words
- if they want to carry out a marketing campaign to existing customers which have not made a purchase from you in the last twelve months
Please note that we will require proof of ownership or proof that a third-party database from a company other than More Than Words is in license before we will send out emails for a client.
Who’ll be working on your email marketing copywriting
There are few people with more experience in the UK at putting together successful B2B marketing campaigns tan Mark Fairlie, our joint managing director and Head of Creative at More Than Words.
He will either personally write or oversee your B2B marketing email content when you choose More Than Words as your marketing partner.
At his previous company, Mark’s emails pulled in nearly £400,000 worth of sales a year for the company. He worked with over 17,500 clients who use his and his team’s craftsmanship in marrying the right words to make an offer compelling.
Mark and his team have decades of shared experience in email marketing copywriting for businesses looking:
- for new customers
- to recruit vendors, resellers, and franchisees
- to sell into the UK education sector (including nursery, further education, and higher education)
- to sell to UK charities
4 must-follow rules for creating successful email marketing copywriting
Simplicity makes sales.
Complexity confuses and obscures.
For email marketing copywriting to have the chance of being successful in generating leads and sales from other businesses, schools, charities, and public sector bodies, you need to know:
- what you want from your campaigns,
- what your recipients want,
- the product or service you offer which is going to be the most attractive, and
- the bait you need to get them to express an interest
What do YOU want from this?
B2B email marketing to a cold list or to a lapsed customer list should not be treated as a brand-building exercise.
Most business owners only care about their own brand and, even if you marketed to them every day for a year with the most amazing offers possible, they would really only be aware of your company name on a barely conscious level.
The goal of your B2B email marketing campaign must be to produce a measurable financial return for as long as you can use the data.
Look internally at your business – is there a department you wish to expand or a product or service in particular that you want to promote?
Where is that department or that product or service now and where do you want it to be in three, six, or twelve months’ time?
When you’re dealing with your More Than Words account manager, be as precise as possible about what your financial and other targets are for your campaign and then we will write your B2B email marketing content to match.
Who are your recipients and what do they want from you?
Your clients will operate within certain comfort zones, particularly with pricing and product/service quality.
Even if we don’t go into in any real depth, your email marketing must reference your potential customers’ expectations.
For product/service quality, mention any guarantees or warranties you offer, the time it takes to deliver, the presence of an account manager, payment options, and more. If they don’t see what they expect, they’ll assume that you don’t offer it.
For pricing points, consider what your average order value is.
This gives you an insight into the range of prices that companies in the market for your product and service are comfortable with paying.
Although it’s not essential, work with your copy writer to structure an offer that does not require excessive oversight or scrutiny from all decision-makers within a business.
For your first email or for your twelfth, there are two battles that we as your copywriters have to win for you:
- we have to give recipients comfort that you’re just as good (if not better) a supplier than they’re current one. If a person buys for a company and they make a mistake, it can affect their standing in an organisation and even their career prospects.
- it’s much easier for a business to say “yes” to a £1,000 deal than it is a £20,000 deal. Fewer people will be involved in decision-making and the effect on a potential client’s cashflow will be a lot smaller. We want to win someone as a new customer for you and then your team can start working on converting initial smaller orders into much higher, regular, ongoing sales.
Ideally, focus on just one product or service in your email marketing copywriting
Choice is the enemy of sales.
Ideally, your email should have one offer.
One offer that is so special that it’s worth giving over all the text and design space to it.
The time for upselling is once they’ve become a customer.
Just sell to them first and then try to sell other things later on.
There’s not the space nor the attention span on an email to spend 20 minutes considering the various difference between scores of different offers.
Why one email is never enough
You should never send just one email to your audience – you should always aim for a minimum of six or preferably twelve.
The “Rule of Seven” strongly confirms that a recipient must see your B2B email marketing message at least seven times before they’ll buy from you.
However, there is so much more behind than this statistic than just familiarity.
How does the buying journey work?
Next, the buying journey. Your customers are either in the market for your product or service or they are not.
Around 3% of your audience will be in the marketing at any one time and another 7% are in the space where they’re aware they need to make a purchase soon and they’re looking for alternatives to their current supplier.
Both of these types of recipients offer very real sales opportunities, particular those making purchasing decisions now or in the next few weeks.
By spreading out your marketing messages over a number of months, you catch more companies that are in the 3% stage – those which are actively ready to buy.
The companies which belong to 3% category changes every month as these businesses come to end of their current supply contracts or they’re expanding capacity and scope in line with internal growth.
There are four distinct stages to a B2B email campaign to the same audience over twelve months:
- Early adopter phase (email broadcasts 1-3) – companies in the right part of the buying cycle to whom your offer is very attractive and for whom familiarity with your company is not particularly important. You will get the lowest response rates in the early adopter phase.
- Growth phase (email broadcasts 3, 4, and 5) your phone will be ringing a lot more and there’ll be lots more interaction with your campaign. Your target audience are becoming familiar with you and what you offer. You’ve become a known company to them. That makes a big difference.
- Plateau phase (6, 7, 8, 9, and 10) – you’ve now gone from a company they know of to an established presence in the marketplace to them. You should see even more enquiries and new orders coming in.
- Decline phase – from month eleven onwards, responses generally will drop and level off. You’re still in a lot better position than you were in month 1. Now is the time to refresh your message to the market to provoke new interest and to think about changing your email sequence copywriting approach for the following twelve months.
Never just send an email campaign once to your target audience – stay in touch, become a recognised name to them, let them understand your products and services, and always highlight the benefits your products and services will deliver to them on purchase
What does great email marketing copywriting entail?
When composing all of the emails in a sequence of marketing campaigns, we want to achieve seven goals in each. Each client and each campaign is different therefore we don’t use email copywriting templates. At the start of every campaign, our copywriters want to understand how to write a persuasive marketing email to sell your products and services.
Those seven goals when content writing for emails are:
1. Great story-telling involving the client as the hero
There is a story to tell about the products and services you offer but perhaps not the story you think.
The best email copywriters create emails around the benefits of the products and services you sell rather than their features. We use B2B buyer personas – we imagine what the working day of the person you’re selling to is like together with the hopes they have and the pain points they deal with.
The key to engaging with buyers is to enable them to see how your products and services fit into the businesses, schools, charities, or public sector organisations they work for and how they:
- save the client money,
- make the client more efficient,
- enable the client to take advantage of an opportunity previously closed to them, and
- make the client money.
2. Test, test, test with your email marketing copywriting
Not every marketing approach works. What you and our email copywriting services team are convinced will work before we send it off might not produce the result either of us wanted.
Sometimes, the tone of voice needs amendment. Sometimes, we need to lead with a different product or service. Other times, we have the right product or service but we’ve chosen the wrong benefits to highlight.
Once we find the formula we’re looking for, response rates and interaction with your email marketing campaign increases significantly. Better still, because we all know what works well, your sales and promotions team can use the same lessons online on your other marketing activities.
3. A powerful headline
It’s not just the headline – the “From” text is important in persuading the decision-makers you’re trying to sell to to open your emails. Until someone opens an email and reads the pitch contained within, no leads will be generated and no sales will be made.
The headline must be full of promise or intriguing while, at the same time, relating to what we’ve discovered about the decision maker on the B2B buyer persona we’re using.
There’s something else to consider too – the “preview text”. If you use Outlook, that’s the little snippet of text which appears under the sender’s name. If your company uses Google Suite, it’s the text which appears to the right of the headline in the clickable row. This is extra spelling space too and we try to use the space available to us to encourage the recipient to open your email.
4. Education in plain English
Now the client has opened the email, we have to educate them in plain English about what your product or service does for them.
At most, we have around eight seconds to get the core message across. Many clients want a persuasive, quick “above the fold” presentation (that’s the bit of the email you see before you scroll down) with the main pitch underneath – and that pitch can be up to 1,000 words long. The more you tell, sometimes the more you sell.
With other clients, they just want a splash with a quick-to-read headline and a brief summary of the benefits.
5. Get them to respond and interact
With either approach, the goal is to get the recipient to interact.
Online sales are rarely made when email marketing to businesses, schools, charities, and the public sector – instead the goal is to get the recipient to leave their contact details for follow-up.
In most cases, email marketing is the beginning of the sales process.
Each email must contain a strong call-to-action – an instruction to the recipient clearly directing them on how you want them to respond to your campaign. That could be to click through to your website, respond to your email, or give you a call.
6. Reward new customers
One increasingly popular way of getting recipients to contact you is by offering something free – your knowledge and your insights.
You can use your email to encourage a recipient to click through to an informative blog or article on your website or you could ask them to confirm their details with you to receive an e-book or a white paper from you – email marketing is borrowing more and more of the techniques successfully exploited by content marketing.
Many companies marketing to schools choose to offer their products and services on 30-day approval – in other words, sending out their products and services to the schools requesting it and, if they’re not returned within 30 days, an invoice is issued for the amount.
For more standard products – for example, products which you and your competitors sell which are identical or near identical – you may choose to offer a discount on your first order to attract interest from potential clients.
7. Your voice, your style – our words
Each company has unique. In addition to the nuances about the products and services you sell, your company’s biggest selling point is your own distinct voice and personality – it’s how you deal with the outside world, it’s how you look after customers post-purchase, and it’s the tone which runs through all of your communications.
Great email marketing copywriting reflects that voice and that personality so that even your clients do not know that the content they are reading has been written by another company. That lack of awareness means that the connection between you, your clients, and your email marketing recipients remains strong and it means that our copywriters are doing their job properly.
It also saves you, our client, a lot of time in proofing what we send you – we appreciate that you’re busy enough.
Work with our email marketing copywriting team
Ready to try email marketing where your campaigns are created by an experienced email marketing copywriting team. Working with them, create a sequence of twelve emails:
- twelve emails which sell the benefits of your products and services,
- twelve emails which demonstrate your company’s expertise, professionalism, and adaptability, and
- twelve emails which justify the decision buying your product or service for the first time or which justify leaving their current supplier for your company.
What will happen after you get in touch about writing your B2B email marketing content?
First, we’ll find out as much about your company and the products and services it sells. We’ll discover what benefits your products and services deliver to clients (whether in business, schools, charities, or the public sector) and, if you use our data, we’ll interrogate our database to find the decision makers most likely to need what you sell.
Then, one of our email marketing copywriting team will contact you to discuss what will go into each email – what your potential customers need to see and understand enough to motivate them to pick up the phone to you.
For more information, please call us on 0330 010 3495 or click here to email us. When you’re speaking with us, please ask to see email marketing copy examples from actual campaigns – we have worked across 400 different business sectors and we may have something in our files relevant to your industry.