Let’s look at how business owners can write B2B sales emails. Please note that this article is dedicated to B2B emails specifically. All of the following recommendations are based on our B2B marketing experience. https://belkins.io/how-to-write-b2b-sales-email

1. How to write B2B sales email?
belkins.io

2. Content
1. How to write a goof sales email?
2.6 Professional language
2. What’s a B2B email?
2.7 Longer buyer cycle
2.2 Professional
2.1 Benefit-driven
3. How to write a sales email?
2.4 Understanding
3.2 Opening lines
3.4 Closing line
2.5 Industry pain points – show some understanding
3.3 Sales pitch
3.5 Signature
2.3 Objective
3.1 Subject line
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3. How to write a good
sales email?
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4. How to write a good sales email?
The Economist Group and peppercomm surveyed about 500 business
executives and 500 marketing experts on their content expectations and
understanding of content strategy. According to the report:
Our work often involves redesigning marketing-email templates into
targeted B2B messages and we can confirm that these figures are relevant
today.
Low visibility and Open Rate are commonly the result of confusing B2C
marketing strategy with B2B development . So, compiling a tutorial for
writing effective sales emails has been on our minds for a while – and here it
is! You can bookmark this page for reference in your B2B development or
of business executives would be more likely to respond to
an email that suggests a business idea than to a message
that simply promotes a product;
of business executives value unique content that provides
a fresh perspective on their market sector, business
vertical or workflow;
of business owners don’t like to receive a direct sales pitch
and would choose informative emails over salesy ones;
of business executives are more comfortable with well-
structured text than video or audio content
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75%
61%
71%
85%

5. How to write a good sales email?
download the guide. Let us know if you have any questions or topic
suggestions – we are communicators!
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6. What’s a B2B email?
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7. What’s a B2B email?
Before you ask “How to write a good sales email?” you have to be sure you
understand the difference between a B2B sales email and a B2C promotion
email.
Now let’s talk more about each of these B2B features and see what makes
them so important.
When you compare those two types of emails side-by-side, the difference is
easy to notice:
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Entertaining;
Relatable;
Casual;
Have emotional triggers;
Personal;
Use simple language;
Shorter buying cycle.
Benefit-driven;
Understanding;
Professional;
Touch industry pain points;
Objective;
Professional terminology;
Longer buying cycle.
2.1 Benefit-driven
While B2C email marketing uses a personal and relatable tone to capture a
reader’s attention, B2B emails aim to communicate the main value of the
service or product to the customer as concisely as possible. Therefore,
introduce your benefits clearly and succinctly. If your B2B services cover
more than one market, it would also be a good idea to create several
shortlists of benefits and prioritize the one that’s based on the needs of your
immediate prospect’s industry.
B2C B2B

8. What’s a B2B email?
When you reach out to your prospects, you respect their time. You make the
most of every word and sentence. Your tone is polite, your language is
seasoned with a dash of professional wit that proves your authenticity and
livens-up the conversation. Basically, a good B2B email is like a professional
handshake: firm, genuine and lingering no longer than it should.
Remember that your B2B recipients are at work, attending to details,
tracking efforts, measuring attainment. They have deadlines to meet and
budgets to monitor, so flashy templates and B2C marketing methods are a
distraction to them. You want to get these industrious people on-side, so
don’t waste their time with trivial banter or pointless memes.
Choose facts over sentiment. Introduce the strengths and value of your
service as promptly as possible.
Don’t use memes in B2B emails.
While highly effective in B2C, appeal to emotion needs some adjustment to
work in B2B content. When it comes to business, your recipients want to be
understood and assured, more than surprised or intimidated. This is
something quite subtle, a different level of empathy that’s shared between
fellow professionals. It’s important to nurture that kind of connection, one
message at a time.
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2.2 Professional
2.3 Objective
2.4 Understanding
To be ‘professional’ a message needn’t be long, overly eloquent and highly
formal, nor should it be too curt and snappy, in a manner that would make
the instructions to a TV set look like a romantic novel. After all, you’re
reaching out to living, breathing people and they will respond better if your
emails recognize them as such. Therefore, in a successful B2B
communication, professional = respectful.
DOESN’T mean inhuman

9. What’s a B2B email?
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Emotional triggers are used in B2C email marketing to differentiate a
branded product from a range of similar offers, making it memorable.
However, in B2B everything is measured in terms of experience and
expertise. Your recipients are not on the lookout for someone who can tell
the most touching story. Their ideal B2B provider knows the specifics of their
business model and can swiftly identify the challenges. If you’re familiar with
their target audience it shouldn’t take you very many words to convey your
competence and ability to find solutions.
Since your B2B emails are intended for a certain kind of professional, don’t
be afraid to be speak their language. Use appropriate business terminology,
rather than simpler synonyms. Describe your product with informative,
technical words and avoid colorful, generic expressions. Apply case studies
and statistics to drive your point home. Your targets want to be confident in
their choices and the best way to secure that confidence is to prove your
professionalism. Show them you’re on top of the facts.
In B2C it takes three steps to make a sale. A B2C client has to open an email,
click the CTA button and, at the point-of-sale, complete the purchase.
It is critical to maintain a timely schedule of follow-ups that remind your B2B
customers about your offers and carefully nurture everyone who responds
positively, until they are ready for a deal.
B2B decision-making involves more principal players, stakeholders and
workflows. Rather than three simple steps, there’s a process of strategic
campaign development, designed to feed content into your recipients’ inbox
over a period of time, before a deal proceeds to the closing stage.
2.5 Industry pain points – show some understanding
2.6 Professional language
2.7 Longer buyer cycle

10. How to write a sales email?
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11. How to write a sales email?
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Now you know what defines a good B2B email, we should write one.
Each of these plays a part in generating and gauging interest, so to write
a persuasive email you should know them like the back of your hand.
In a good B2B communication your brand philosophy is right there, from
the subject line at the top all the way through to the signature.
Sales emails that leave no room for doubt and open the doors of
opportunity are built from essential elements:
How did you find this company?
What motivated you to choose this company?
What kind of assistance did you need?
Subject line
Pitch delivery
Closing lines
Signature
Make sure your B2B subject line conveys professionalism and credibility, that
way you’ll be most likely to get things moving. To stay in favor with your
recipients (and on the right side of spam control systems), it’s enough to
follow some simple dos and don'ts. A subject line can be overdone or
underdone – you’re aiming for a suitable balance.
3.1 Subject line
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2
3
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12. How to write a sales email?
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Overdone subject line
“These guys probably don’t have the right solution for me”
In addition to being brash, capitalized subject lines give a highly
impersonal appearance that makes recipients think the message wasn’t
meant for them. Logically, their next conclusion is:
Logically, their next conclusion is:
Trying To Attract Attention By CAPITALIZING EVERY WORD
Your eyes might start to hurt merely looking at such subject lines.
Imagine how your prospects will feel, receiving dozens of heavily
capitalized emails every day.

13. How to write a sales email?
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Knowing when to stop with the punchlines
Exclamations !! No Points !!!!!
Ignoring accuracy and grammar
Punchlines are like salt: they can make an offer delicious or ruin it. Balance
is the key. When your recipients rely on objectivity, facts and professional
tone, they’re unlikely to welcome showy wordplay and catchphrases – even
the ones you think are really clever.
We recommend against using any punctuation marks in a subject line
(unless you’re asking a question), but exclamation points are a definite NO.
Typos and bad spelling attract attention – and not the kind you want.
First of all, exclamation marks are classified as spam triggers, so to the
majority of email service providers, all emails with exclamation points belong
in a spam folder.
Second, even if such an email manages to bypass spam filters, the
exclamation marks indicate an urgency that’s not welcome in B2B outreach.
Underdone subject lines:
Your B2B prospects will appreciate communicating with a genuine business
person who’s on their wavelength, much more than fending-off some foot-
in-the-door salesman.

14. How to write a sales email?
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Asking the wrong questions
Moreover, they can ruin your future campaigns. After all, your prospects will
think: “If this provider is sloppy with their own words, how would they handle
our business?”
In general, asking a question in your subject line is fine as an ice-breaker,
providing you do it right. Don’t ask random or eccentric questions just to
provoke prospects into opening emails so you can throw a sales pitch at
them. Be relevant and keep your subject line consistent with the purpose of
your offer.
Avoiding these mistakes will improve your subject-line crafting. To write
winning subject lines, remember these simple tips:
Keep it short.
People often check their emails via mobile phone and if your subject line
doesn’t fit the screen, it’s a frustrating reading experience for your
prospect.
Do your research.
Featuring a piece on information that demonstrates your knowledge
about the prospects’ accomplishments and activity (mentioning an event
they attended, their public presentation, the award they won, etc) can
significantly increase your open rate.
Find balance.
Always remember that your emails are not blog posts or forum threads.

15. How to write a sales email?
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Opening lines should follow the subject line
If you scored with your subject line, make sure that the rest of the
message can hold that interest. Your opening line must engage the
reader and establish the reason for your making contact, in a way that
will naturally justify your sales offer.
Your opening lines can build credibility and trust. The impression they make
dictates the tone for the whole message. The quality of your introduction will
determine how many prospects respond.
You use them to reach out to an individual and invite them to respond. Your
tone should be the best combination of tact, friendliness and intrigue, to get
your sales prospects interested rather than annoyed.
All these email subject-line techniques have been field-tested at
Belkins, securing us an Open Rate over 50%
At this point, don’t forget to refer to your target customer profile. It will tell
you how to greet your recipients properly, in the most appropriate tone.
3.2 Opening lines

16. How to write a sales email?
Your opening should feel credible
Right from the start you must establish yourself as a professional with
experience in your prospect’s business. You don’t need to attach
certificates and diplomas, just demonstrate some honesty, knowledge
and a spark of creativity.
Keep in mind that there is no one-size-fits-all solution to the perfect email
opening. As your range of B2B customers expands, so will their types of
needs and the variety of communication styles.
Define the style that a majority of your ideal prospects favor the most and
build your strategy from there.
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Your opening should be brief
A strong opening is probably just one or two sentences. Anything more
and readers can miss the point, without which a segue into your sales
pitch will be a lot more tenuous.
Be credible
Shape context
Ask for
directions
Mention similar companies
you have worked with
Explain how you found your
prospects’ company and why
you decided to reach out to
them
Let your recipient take an
initiative by providing you
with directions or guiding
you through their company
network
(We work with organization like
[Company name]/I’m with
[Company name])
(You have been referred to us by
[credible person]/We have found
your company in [event/
presentation/social/media] and
decided to...)
(I’d appreciate if you referred me to
the person responsible for [company
function] at your company/Could
you please refer me to the person
who covers [industry pain points] at
your company)

17. How to write a sales email?
It takes more than one tutorial to explain how to write a sales-pitch email –
also there’s no way we can promote a single ‘perfect’ example. The art of
crafting a winning sales pitch will be covered by further guides and articles in
our blog – because one tutorial couldn’t cover everything in such a complex
and multilayered subject.
For instance, the way you build your sales email vastly depends on its goal.
Is it supposed to push your prospects towards scheduling a call? Is it
designed to introduce your company? Is it supposed to secure a sale?
The way you construct your sales email depends on its goal. Is the message
supposed to push your prospects towards scheduling a call? Is it designed to
introduce your company? Is it supposed to secure a sale?
Since we will be speaking about all of these goals further, let’s outline the
fundamental elements of a sales pitch.
3.3 Sales pitch
Give details and keep building context from the outset. At this point, your
recipient wants to learn more about you, discover what sets your company
apart from the others and be confident that you are genuine. Pick the most
relevant information about your services and products and offer references.
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18. Benefit 1
Benefit 2
Benefit 3
I decided to reach out to you because [one sentence describing benefits] that we
developed for your vertical delivered such productive results as:
This is why I’d like to see if there is a good fit between your business and mine and
I’m sure we can answer that question in a quick conversation. If you’re interested,
please let me know when to call.
How to write a sales email?
Show that you care. Your prospects are more likely to start a B2B
relationship if they see that you’re ready to go the extra mile for them. You
can demonstrate that by researching their brand, knowing the challenges
they face and writing a message that highlights the issues and recognizes
their accomplishments.
Of course, there is more to learning how to write a sales pitch and no-one
claims to have nailed every type of marketing communication. The key is to
never stop seeking new knowledge and working to improve.
In closing, you reiterate the purpose of your email and encourage your
prospects to take action. Your B2B closing lines usually give a call-to-action
or reinforce the CTA just made. If you see that your emails are being opened
and you’re getting a response, your CTA is working. If your emails are viewed,
but things don’t move forward from there … well, let’s consider what could
be going wrong.
3.4 Closing line
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Outline pain points, initiatives and benefits. Use one sentence to describe an
issue that your prospects are familiar with. Then, list the ways you’d solve it.
A bullet-point list reads most easily. Don’t go overboard with descriptions –
your task here is not to be forceful, but to speak convincingly, using your
knowledge and expertise.

19. How to write a sales email?
Lack of clarity
There is a reason why YouTube content creators constantly remind their
viewers to like and subscribe. No matter how clear and simple your sales
prospecting email template is, it still needs a closing statement
suggesting the next step of the communication. Whether it is scheduling
a call, offering a free trial or a referral request, never hesitate to tell your
prospects what you want.
Even if your service is relevant to their needs, you shouldn’t be too
pushy. If your CTA asks prospects to invest resources in an offer without
firstly considering the pros and cons, it’s asking too much. After that,
your prospects will be more likely to ignore your messages and engage
with other communications.
Too much too soon
Your first email could be asking too much from your prospects. Don’t
make them feel they have little time and no choice, by pressuring them
to make an investment decision right here and now.
Too many CTAs
Only give one call-to-action per email — that’s a golden rule. Anything
more can confuse your recipients and send mixed signals. In the end,
the original purpose of your message will be lost. This is particularly
relevant for cold outreach, because nothing ruins first impressions more
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20. How to write a sales email?
Lack of detail
Sometimes it’s important to be explicit with your call-to-action,
explaining exactly what you wish your recipients to do. If you leave it to
them to join the dots, you diminish your chances of starting a B2B
relationship.
If you can’t relate to all these issues, don’t worry. Here’s how you can
improve your closing statement and make your call-to-action clear,
friction-free and compelling.
than a sender who fails to register a purpose.
This is particularly relevant for those who wonder how to write a follow-
up email without being a nuisance. For instance, we keep our follow-up
emails as uncomplicated as possible… by unleashing a T-Rex.
Turns out, people love dinosaurs! Or, at least, they appreciate a good old
Jurassic Park cameo. Anyway, we owe our pal T-Rex a steak for each lead
he’s converted.
Feel free to try it! If your brand and specialization allow for some
mischief, why hold back? As long as it fits well with your tone, you’re
good to go.
Always offer an easy way
Don’t make your prospects think you need a lengthy response. The more
friction-free your email communication is, the more positive an image
you will create for your brand.
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You’re interested and you want to schedule a call
You’re not interested at all
You’re being chased by a T-Rex and can’t respond right now?
Hello [Name], I sent you some emails regarding our services a while ago but haven’t
had a reply. So may I assume one of the following (please advise):
Whatever your answer is, please let me know. I’m getting worried!

21. How to write a sales email?
“Does next Monday at 11am or Thursday at 10am work for you?”
Personalize everything
Everybody prefers to be treated as an individual, more than part of a
crowd. That includes your prospects. Each offer and CTA must sound
unique and tailor-made. Do your best to indicate that your sales offer
benefits your chosen prospects first and foremost.
Provide options
This is basically the follow-up to the “Make things easier” rule.
Sometimes it’s better to let your prospect choose from given options
rather than ask them to make the suggestions. For instance, if you want
to schedule a demo call with your prospect, it’s better to offer them a
selection of time-slots from which they can choose, rather than have
them look for the right time themselves, because that can slow things
down and kill motivation. By providing them with easy options, you
relieve them of that extra work - and gently guide them towards a
positive response.
Our sales executive [Name] has experience in [Vertical], so he will walk you
through each step of building your Ideal Customer Profile for your 30-day
trial, and ensure that your test leads will be as relevant and data-accurate
as possible. You will be able to process your leads the moment we send
them to you. If that sounds good, just let me know the best time to call you
and we can schedule an appointment.
Your email signature can be a powerful selling tool. It serves as a placeholder
for basic information,like name, phone, title, and corporate site link, but
3.5 Signature
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22. How to write a sales email?
Show how you work.
Don’t wait until your prospects request a case study, include a link to a
showcase of your workflow and tools. Demonstrate your problem-
solving, right there – it’s a great way to generate trust, secure replies and
boost your selling chances.
Tell somethign about yourself.
Show a press release or article about your company, published by
credible sources. It will illustrate your competence and the possibilities
you offer. All you need to do is to add a short link to your signature.
Provide entertainment.
If you have a YouTube channel with unique, informative educational
content, link to that. Information hunger is real and your prospects will
appreciate some food for thought.
Show expertise.
If your company gives webinars, provide a link to the most relevant one,
to inject more value into your offer and let your prospects see how much
they can benefit from working with your knowledgeable team.
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there’s no reason why your signature can’t also relay more interesting stuff.
Is that it? Well, by now you are equipped with some useful ideas that
should help you have some productive fun with your B2B emails.

23. How to write a sales email?
When it comes to B2B, there’s no such thing as too much insight.
We have much more to say about content development and the
techniques you can use to add depth to your sales communications.
In addition, we’ll certainly be talking about everything that happens after
you click “Send”.
Per your request, we may even elaborate on such subjects as “What
advantage does a business letter have over an email?” because we’re
happy to explore any part of B2B correspondence and business culture.
Thank you for reading and stay tuned!
Good luck will all your B2B endeavors.
Write us on sales@belkins.io
and one of our experts will consult you on the best B2B email marketing strategy tailoring
it for your company specifically
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Does it mean the lesson is over?