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Plastic-Dart small-GNU Free Doc 3A few months ago, I talked a little bit about the question, “Is leaving a voice message an effective marketing or sales strategy?”

The answer is a definite yes—it’s very effective, especially when it’s combined with other modes of contact, email, calling, faxing.

I wanted to follow-up with another small set of tips for creating good B2B marketing and sales emails.

  1. The day of the “awesome marketing email” is pretty well gone. Remember those days when the Internet was still new, and you’d get a pretty email with pictures, and colors, and swirls? At the time it was cool. Now we’ve been trained to tune them out, because we know that it’s “corporate.” Unless it’s from an email list that we actively subscribe to, we generally ignore the corporate stuff.
  2. The day of the simple, targeted email is here. Keep it short, keep it simple, stupid. If you’re going to template-ize your emails, make them look like they just came from your desk, like it’s something you whipped up in three minutes. “Hey this is Dave, just following up on some info you requested. Feel free to call me, or shoot me an email back.” Done. The End. Believe it or not, we’ve even found that strategically placing a small typo in the body of the email gives the impression that it was a “personal” email, not a junket, and can increase response rates.
  3. If you’re using a sales or lead management CRM (if you’re not, you should be), strategically include some small bit of information from their file. Most systems will merge data fields from the CRM directly into the body of the email. “Hey, I see you came across us at our booth at (insert XYZ Trade Show from the CRM data here).”
  4. Remember, the goal of an email is not to sell your product on the spot. The goal is to get the decision-maker to respond.

Top 30 Articles on (with total views) and a Summary of Ken’s Forbes Articles

  1. What is Inside Sales? Our Definition of Inside Sales | Ken Krogue – 56,369 Views
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  13. Inside Sales Training – 1,888 Views
  14. Good to Great by Jim Collins – Ken’s Notes Summary – 1,526
  15. Inside Sales Tips – Skip to the Beep – 1,392 Views
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  17. Climb the Trust Ladder to Increase Results in Prospecting – W/ VIDEO! – 1,339 Views
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  21. Inside Sales Tips – Specialize – 998 Views
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  28. What is Lead Response Management – 573 Views
  29. Ken’s Rules: The Business Card Rule – 430 Views
  30. Josh James Shares 36 Startup Rules – 399 Views

A Complete Summary of Ken Krogue’s Forbes Articles, Including his newly updated “Definition of Inside Sales” and his #1 on all of Forbes (and his most controversial) article “The Death of SEO

Author: Ken Krogue | 
Summary of Ken Krogue’s Forbes articles


A little more about Ken... |

14 thoughts on “4 Quick Tips for Creating a Good B2B Marketing Email

  1. You nailed it… although typos make me insane so I would skip that part.

    Shorter is better, personal is better, Mike Damphousse of Green Leads believes an email should be 3 sentences with the last being an open ended question i.e. “Do you have 10 minutes for me in the next two weeks?”

    People don’t read email anymore they scan so why agonize over your prose? Make it blackberry friendly and your response rate will increase. But…. you have to close with a question so don’t forget that part!

    Thanks Ken for another great tip.

  2. I agree about the typos, Trish. I’m an English guy, and it would drive me nuts, but Ken’s shown me statistics that in some cases, it does increase response rates.

    I’d like to think that we could find a way to give that same “personal” feel to an email without a typo, couldn’t we? :)

  3. I’m not saying to intentionally promote typos or poor grammer, I’m saying that a “real” email from a “real” person is what peple want. And if they are too much in a hurry to correct their spelling, so be it, eh?

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