4 rules for better B-to-B campaign response rate
Ken Davis, organizer of 4Marketeers sends a useful memo with creative advice to all the companies who rent his opt-in email list. I’ve seen so many B2B email campaigns (especially from technology companies) which ignore these rules at their peril, that I thought it might be useful to post them here. So with Ken’s permission, here are the most useful rules:
1. Headlines/Subject Line
A great headline/subject line gets the reader’s attention & provokes the reader to keep on reading. Only then can the seller/buyer dialogue can begin. The subject should be a benefit, an offer, a teasing question, or related to current events. It should not be salesy or hypey.
2. Message Content
Compelling copy should pose an issue or dilemma faced by professionals, possibly a mini case study, and then segue seamlessly to describe the relevant benefits of your product. Be sure to describe the benefits, not just features of your product or service. Be factual, don’t use words like unsurpassed, revolutionary, “the leader in…”, best of breed, worldclass. Avoid chest pounding!!
3. Your Offer
Offer something to that will compel readers to perform your “Call to Action.” Examples: Free white paper download, 30% discount for 4marketeers members, free trial offer, access to archives for next 30 days, free initial assessment, half-day free consulting session, etc.
4. Call to Action
What do you want the reader to do after reading your message? This is your “Call to Action.” Example: “Click here to download free white paper”. Simply asking the reader to go to your website to learn more about your company or your product that solves all their problems *will not get clickthoughs*!!
The “Call to Action” should be very specific, have real value, be irresistable, and can appear more than once in your message.
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