The Ultimate Guide to Writing B2B Sales Emails

Do your sales emails fall flat? Use these tips to write better solicitations — and improve your results.
B2B Sales Emails

B2B sales emails remain extremely effective. No matter how many people decry them as spam, the power of smart email marketing cannot be denied. Emails have been around since before social media, video content, or sponsored ads, but are still one of the strongest marketing and sales tools that exist. Sales emails, especially in the B2B domain, can help businesses reach potential customers confidently and with the right information. All you need to take advantage of this critical tactic is to know how to write them.

The best way to go about this is to build an email writing strategy and stick to it. The following guide has all the information you need to learn how to nail your B2B sales emails every time. So, just keep reading to learn about the essential steps that will work wonders for your B2B sales emails.

Excite with Your Subject Line

Let’s face it: Most people don’t like receiving spammy emails that offer them something to buy. This is especially the case with companies’ executives who receive a ton of these B2B sales emails every day. This is why you need to try to stand out.

The first step? Use an exciting subject line.


Because it’s the first thing they’ll see and they’ll instantly decide whether to read the email or throw it in the trash.

Here’s how to make a subject line exciting:

  • Add and promises value
  • Creates urgency
  • Ask a question or raises a dilemma
  • Clearly signal why the customer should open the email

Examples such as Need a proven solution for … ? or Limited time! Save money on our lifetime deal are going to have a better chance of raising interest than Our product is on sale.

Keep It Short & Sweet

Nobody wants to waste their time reading a long email they’re not sure will be worth their time. This is why you want to keep it short and sweet with B2B sales emails . What does this mean?

It means you need to:

  • Keep the entire email copy short
  • Divide it up using subheadings
  • Write short paragraphs

This will let the company representative scan the email quickly and decide if your offer is something they should look into.

Have a Strong CTA

You only need one CTA in a B2B sales email. More than one would make the whole thing confusing, pushy, and less appealing to the recipient.

This one CTA reflects the goal you’ve set for your email. It tells the recipient exactly what you’re offering — and what you want them to do with that information.

The CTA should also be:

  • Short
  • Simple
  • Straightforward

So, instead of Book a free consultation with our customer representative today!, try something lighter like, Book your free consult!

Use visual elements (e.g., a button) to make your CTA pop up and stand out from the rest of the email content.

Use Natural Language

Even though B2B sales emails need to be professional and informative, they shouldn’t be stiff or overly technical. Just like B2C emails, they too need to sound natural and friendly and make the recipient feel like they’re talking to a friend.

To achieve this effect, you need to avoid using:

  • Technical or formal vocabulary
  • Complex phrases or sentences

Instead, you should set a conversational tone and stick to it throughout the email. Once you finish writing, read your email copy out loud to check if you’ve succeeded in making it natural.

Back up Your Claims

Being a sales representative, not many people are going to blindly believe every word that you write in the email. This is especially the case if you don’t add any evidence to back up your claims.

So, what type of evidence are we talking about?

Try adding:

  • Company statistics
  • Case studies
  • Customer reviews
  • Third-party mentions of your company or products

You can create reports with data and numbers potential customers would want to see. If you need help with this, there are writing services that can do it for you.

End with a Clear Request

If you got the potential client to the end of the email, you’re almost there. All you need to do is seal the deal and have them perform the desired action.

But how can they do it if they’re not sure what it is?

To point them in the right direction, make sure to end your email by:

  • Telling them what you want them to do
  • Giving them directions for how to do it
  • Confirming what taking this step implies

Here’s an example to help you understand:

If you’re interested in applying this tool to your employee’s work routine, click the button below to schedule your meeting with one of our sales representatives.

Just make it clear what you want them to do, whether it is to attend your virtual event, check out your new products, or try out a demo version of a tool you just launched.

Run A/B Tests

Every element of a B2B sales email that we’ve discussed above is prone to changes. This is because you can only be certain about what works and what doesn’t if you run A/B tests.

This means testing one element of an email by creating two or more variations and seeing which one drives the best results.

For instance, you can send an email with the same body but change the subject line. For each version, measure:

  • Open rate
  • Click-through rate
  • Response rate

After measuring the results, you’ll see what your target audience prefers and what works best for them. Learn from each A/B test and use your findings to improve your future emails.

Now You’re Ready to Crush Your B2B Sales Emails

In B2B sales, you need to be direct and open. But, you have to be careful not to cross the line and come across as too pushy or arrogant. That’s why you need to strike a balance when writing your B2B sales emails. The steps we’ve presented above will successfully guide you through the process of writing effective sales emails and improving your technique with every new attempt. Now go write some B2B sales emails!


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