Writing B2B email subject lines that convert

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E-mail is widely used as a conversion tool in marketing, particularly in B2B commerce. Its aim is to convert a prospect into a customer. For a sale to be successful, certain rules must be respected when writing the subject line of these e-mails.

Why is writing conversion e-mail subject lines important?

The content of marketing emails plays a decisive role in the sales prospecting process. E-mailing campaigns are aimed at potential customers, with the aim of maximizing open rates and, above all, converting prospects into customers. 

Although the rate at which potential customers open e-mails is still low, the e-mail marketing strategy remains a commercial prospecting practice widely used by companies to sell products or services.

The content of these e-mails is aimed directly at prospects, offering private sales, the presentation of a new product or service, or invitations to a sales event.

How do you write the subject lines of your marketing e-mails?

Speak directly to the prospect

The first thing to remember when writing a successful conversion e-mail is to address the prospect directly, by name and using "you". The aim is to attract your potential customer's attention.

Adapting your content

Next, tailor the content of your e-mail to the recipient's interests. Guess their needs and let them know you have the solution. It's a good idea to get to know your potential customer well, and to arouse their interest. Every detail of your e-mail is important in generating interest and closing a sale.

To read Le role du storytelling dans l’email marketing B2B

A powerful subject

To increase the open rate of your marketing e-mails, choose a catchy, punchy subject. Don't hesitate to remind them of their shopping habits or the products they have waiting in their shopping cart. Encourage readers to open their e-mails with an inviting phrase.

Getting to the heart of the matter

When you talk to your customer prospects, get straight to the point and give them as much information as possible. Provide a clear response to your prospects' expectations.

Write your content well

The success rate of sales thanks to e-mail marketing is higher when the content is well written, so if you don't feel sufficiently gifted in this task, why not entrust the writing of your e-mails to a copywriter. His professionalism will increase the chances of converting your e-mails into sales.

Techniques to speed up sales

Adding these techniques to your persuasive e-mail marketing copy will increase the conversion rate of your prospects into customers. 

Use the "call to action". Simply include a direct link to your sales website in the content of your e-mail. All the potential customer has to do is click on this link to gain easier access to the products or services you wish to sell.

You can also decide to create a series of e-mails aimed at your prospects to convince them step by step. The first e-mail will attract the prospect's attention, the next will insist on the need for the potential customer to buy the product he needs, and finally, the last e-mail will offer the solution in the form of a sales proposal.

B2B e-mail topics that convert: what you need to know!

Sales prospecting by e-mail is a highly developed process in the world of B2B marketing. It is based on precise rules to ensure effective sales: a good hook, a targeted sales incentive, and a clear response to the expectations of future customers.

To read Évolution des tactiques d’emailing B2B pour 2023

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