In B2B, Prospection Emailing is a tool that can be particularly effective if it is well-used. Transforming contact with appointments and prospects in future customers: these are the main objectives. Although relatively easy to set up, the email campaign, however, requires some know-how, especially in the editor of the message sent. Here are the essential guidelines to apply for successful email prospection.

Segment the base

Good targeting is the key to successful prospecting. For this, one must obtain a precise profile of each of the prospects contacted, with their name and first name, their civil status, their post, the sector of activity in which they work, the name of their company, etc.

Your email will have to be sent directly to contact, and especially not on a generic address type “info@example.com“.

The writing of the message

1) The object

It must be incentive, simple and powerful. It is he who will arouse the curiosity of the recipient, make him want to open and read the email. For example, you can present it in the form of a question, or to address it directly to the person by registering “for the attention of Mr. X“.

Attention, avoid any direct and aggressive business approach, because there is a good chance that this technique causes a direct passage to the trash or in the section spam (or Graymail).

2) The message: Customize your message

The worst thing to do for your B2B commercial prospecting email, is to send a group and widespread message. The message must be relevant and targeted, the subject in connection with the recipient’s professional field.

This is particularly here that the upstream segmentation work will be helpful. To customize, you will use what is called “dynamic fields“. These fields vary depending on the recipient, they rely on the information harvested during the segmentation process and placed in your database. It will be the name, the first name, the civility, the post, the company, etc. Most of the software of emailing make it easy.

Bet on precision and clarity

Your message must be clear, accurate and concise. No need to start in endless texts and / or punctuated innumerable complex graphics. A dozen lines are enough.

You can start with a record sentence (custom if possible) short and impacting. Know that the first few seconds of reading are essential because they are they who will bring about or, on the contrary, lose the interest of the reader. For the content of your message, go straight to the goal instead of overloading, coating things and too much with unnecessary frills. Your recipient is a professional. It will better appreciate an honest and direct message, whose objective is clearly displayed.

You must touch the prospects, you speak to them human and sincere, a bit like writing to one of your work colleagues. The idea is not “coping” with the recipient, but to reassure him, to put him in confidence and show him that it is considered a person and not like a simple address from among many others.

As a result of your message, you can quite offer several dates and schedules for a possible appointment, with a clickable link that will result in Call-To-Action.

Complete by the traditional politeness formula, but also and especially by your name as well as your details (with phone number) so that the recipient can contact you directly and easily if he is interested.

Finish with your custom signature. This will show your recipient once again that he is dealing with a real person.

Some tips by passing:

  • Remember to set the address of the traders concerned, so the signatory, in response to the email sent. This will make it easy to facilitate the exchange.
  • Always leave the opportunity for people receiving the email to unsubscribe if they wish.

  • Perform several reversals to make sure that the sent email does not contain any fault.

Once the email is sent

Following your B2B Prospecting Campaign by emailing, you will inevitively receive answers; Some positive, other negatives. It is important to treat them (including negative), and to take precise follow-up of these returns, indicating the address and the name of the contact, as well as the type of response received. This will allow you to have an overview of your prospecting action, but also to avoid reviving those who have responded that they were not interested.