Writing a marketing email is all about getting them to read the next line right until the call to action twinkles brightly and then we want a click, or a phone call, any user action.

B2B emails are the worst by far. You don’t know who is reading it or many people see it before the decision maker.

You therefore need your email to potentially walk through fire to get to its target.

Firstly,

Spam Filters - If you can’t get it passed a spam filter you’re in serious trouble.

Gatekeepers – It sounds very Lord of the Rings, but receptionists, PAs and secretaries are often the most difficult people to get past. If they think its rubbish, the decision maker won’t get the chance to even consider it.

The Decision Maker – This is the person you really want to connect with, whether they’re the ones making the ultimate contact or whether they give the ok to start a dialogue, in a perfect world every email would be opened by them.

But you’re still not home and dry…..

The biggest restriction by far is time delay and procrastination of action. The decision maker may love the idea and would be willing to give you a blank cheque there and then, but if they forget to call, or bookmark your site for a later viewing but never do. Life’s distractions offer every conceivable opportunity to do something else!

It sounds like a very daunting task, and indeed it is………………….If you don’t know what to do.

Consider carefully who is reading it, what power they have and how influencial are they in converting the call to action. The finished email needs to jump through hoops, in order to be effective, but when you find the right balance, the results are very scalable with conversions slowly but surely creeping up.