In the world of B2B lead generation, emails are an essential tool for nurturing leads and converting them into qualified opportunities. To make the most of email marketing, it’s important to have a strategic email cadence, combined with persuasive and concise copy that engages your target audience. This guide will take you through best practices for creating an email cadence that delivers results and copy that drives action.
1. The Importance of a Well-Structured Email Cadence
An email cadence is the rhythm at which you send emails to your prospects, creating a sequence that moves them closer to becoming qualified leads. The cadence must be carefully planned to keep prospects engaged without overwhelming them.
Here’s a sample cadence for optimal results:
- Day 1: Initial introduction email, focusing on the prospect’s pain point and how your solution can help.
- Day 3: Follow-up email, presenting further insights into their problem and the solution.
- Day 5: Social proof email, showcasing how you’ve helped other clients with similar challenges.
- Day 10: Value-driven content, offering a resource like a case study or article.
- Day 15: Reconnect with the prospect to offer another solution, product, or insight.
Research shows that the most successful campaigns have touchpoints across multiple channels (e.g., LinkedIn, phone calls) and extend beyond just emails. A well-constructed cadence should last through 8–15 touchpoints, as studies indicate that over 40% of responses come after the eighth attempt.
2. Crafting Copy That Converts
Great email copy is the secret sauce to making your cadence work. If your copy doesn’t resonate, the best timing won’t matter. Let’s break down how to write compelling email copy that drives leads:
A. Opening Sentence & Subject Line
The subject line and the opening sentence need to work together to capture attention. The subject line should spark curiosity, while the opening sentence convinces them to keep reading. Use strategies like:
- Open-ended questions: “Did you manage to review the new report?”
- Urgency cues: “Is customer churn impacting your bottom line?”
- Pattern interrupts: “Notice anything odd about customer behavior recently?”
B. Uncover the Selfish Benefit
Your emails should focus on what’s in it for the reader, highlighting how solving their pain points will help them personally, whether it’s getting a promotion or avoiding career risks. This is especially effective for Level 1 emails (those targeting initial outreach):
- How does this problem stop them from doing their job effectively?
- How does this problem affect their personal success?
- Can this issue affect their promotion or even job security?
Make it personal and relatable to their challenges and goals.
C. Tell a Story
People are naturally drawn to stories. Frame your email by comparing the current state (how things are today) with the future state (how your solution can improve things). This structure makes it easier for prospects to see the value of your offer:
- Current State: “Your team is likely spending 20% more time than necessary on manual processes, leading to inefficiencies.”
- Future State: “With our automation software, you could reclaim that time, leading to a 30% boost in productivity.”
D. Write Like You Talk
Formal emails often feel stiff and less engaging. Write as if you’re having a conversation. Familiar, relaxed language helps establish rapport and makes it easier for prospects to relate. This is especially important in Level 1 outreach emails where first impressions matter.
E. Use the Prospect’s Language
For Level 2 emails (emails targeting more educated and engaged leads), using the language that the prospect or their company uses can dramatically improve your copy’s effectiveness. This involves pulling content from press releases, articles, LinkedIn posts, and even earnings reports to echo their priorities back to them.
3. Crafting the Perfect Subject Line
A good subject line will grab attention and get the email opened. Aim for subject lines that spark curiosity or highlight specific pain points. The average open rate is around 21%, but you want to aim higher—ideally, 60% or more.
- Curiosity: “Have you addressed your lead routing issues?”
- Pain Point: “Customer attrition is growing—let’s talk solutions.”
- Social Proof: “Here’s how we helped [Competitor] achieve a 20% increase in efficiency.”
By tailoring subject lines to the problem you’re solving, you’ll stand out in a crowded inbox.
4. Keeping It Short and Specific
When crafting your copy, especially for Level 1 emails, it’s crucial to keep it concise. 50-125 words is ideal for a first email, and brevity ensures that your message is digestible. Focus on delivering a specific value proposition, outlining a problem, and making a clear ask. For example:
- Problem: “Many B2B companies struggle with scaling their sales operations efficiently.”
- Value Proposition: “Our software automates outreach, delivering 20% more qualified leads with 50% less effort.”
- Clear Ask: “Are you available tomorrow at 10 AM to discuss how we can apply this to your team?”
Cut the Fluff:
- Avoid adverbs and adjectives.
- Use abbreviations that are familiar to your audience.
- Cut unnecessary pronouns (e.g., change “I believe” to “Believe”).
5. Use Social Proof and Address Objections
Social proof is one of the strongest motivators in marketing. In your emails, point out what you’ve achieved for competitors or other businesses in the same industry. This establishes trust and credibility.
At the same time, proactively address common objections upfront, such as cost, time to implement, or value concerns. By diffusing these objections early, you create a smoother path to engagement.
6. The Role of Sequences in Lead Generation
The goal of an email sequence is to prompt a response—whether positive or negative. A “no” is just as useful as a “yes” because it gives you clarity on whether your offer is relevant to that specific persona or if it needs refinement.
Break down your value proposition into multiple emails, each focusing on one key point. Sequences should be multi-touch, multi-channel (using LinkedIn, emails, and calls), and track touchpoints rigorously. Sequences with 15 steps can yield the best results, with many replies coming after the 8th touchpoint.
Conclusion
Crafting an effective email cadence and compelling copy can significantly improve your B2B lead generation efforts. By structuring your cadence thoughtfully, writing copy that resonates, and leveraging social proof and objections, you’ll be able to nurture prospects through the funnel and convert them into qualified leads.
By following these email best practices, you can create a more predictable and scalable approach to B2B lead generation. Keep your focus on the prospect’s needs, and over time, you’ll see the impact of a well-executed email cadence.