How to Write B2B Emails? 10 Tips and Templates If You Feel Stuck

December 19, 2023

ViB Editorial Team


Topics we'll cover

77% of B2B consumers prefer to use emails as their communication channels. What’s the secret? We will discuss in detail the best practices on how to write b2b emails.

It is because emails are so effective and precise. They directly target the right audience on a channel with high visibility

They’re versatile too. You can address specific needs, show your value proposition, and resolve business challenges swiftly. Email marketing lead-generation strategies aren’t just about making deals; they also nurture partnerships.

Finally, what’s especially great about them is that they can help you measure their impact, tweaking future emails for even better results. With proven B2B email marketing examples, we’ve seen tremendous success.

Tech professionals don’t like to give up their contact information. That’s why Lauren from OffSec works closely with ViB for targeted demand generation — that exceeds her goals on repeat.

How to write B2B emails that really work?

Amongst so many diverse communication channels, emails reign supreme with their trackability, adaptability, and knack for making real connections. But what about writing them?

Crafting killer B2B email campaigns means strategic content, personalized touches, and understanding your audience. Get it right, and these emails can power lead generation and fuel business growth like nothing else.

If you are wondering how to write B2B emails that deliver an impact, these 10 tips on B2B email optimization and email marketing templates have proven to work for us. Try them yourself and let us know the results.

1 - Start from an ideal customer profile

In a B2B cold email campaign, you obviously don’t know your target audience intimately. You might know the lead’s name, designation, and company, but that’s hardly enough to hold their attention, is there? To truly grab their attention, you need to understand their biggest pain points.

This way, you can find out what matters the most to your subscribers and effectively craft an email marketing campaign that can address your audience issues.

So, how can you do that?

You start by collecting basic information about your target audience. Here are a few questions you need to find answers to:

  • What is their industry or niche?
  • How big is their business?
  • What are their major pain points?
  • What is the company’s financial situation?


By answering these, you can build an ideal customer profile. It’s a detailed description of the characteristics of a company’s ideal customer at the organization level.

Now quick note: an ICP is a little broader than a “buyer persona” — which is an ideal representation of the people you want to target.

If you’re curious why we advocate going beyond your core personas, it’s because buying decisions today are increasingly distributed. You can read all about it on the blog: Build a More Effective ABM Email Strategy with our Unconventional 3-Step Formula

You can get the answers to these questions by visiting the same places your lead does and listening to their conversation. 

For example, join their social channels! Think of which Facebook, Instagram, LinkedIn Groups, subReddits, Quora, and Discord servers cater to your target industry. You’ll see that there are many interesting comments and conversations going on in popular accounts, and these can be a goldmine for getting information on your audience and creating their persona.

Thumbnail of B2B Ideal Customer Profile Template ViB
Simplify your targeting strategy with the one-page B2B ideal customer profile template, designed to help you define your best audience and communicate your targeting needs.

2 - Define your objectives clearly

We love to be clever when writing B2B emails. Continue doing that! But at least in your head or within your team, you must define the intent of the email explicitly — there must be no misunderstanding or vague statements, as this defeats the purpose of your email.

So, what will the purpose of your emails be?

B2B email marketing companies use emails for several reasons. Some of them are:

  • Promoting their product, services, or other offerings
  • Improving brand recall and recognition
  • Sharing details about product launches
  • Inviting B2B contacts to attend a webinar or event
  • Acquiring new subscribers

The purpose of your emails should also align with broader business objectives. So whether you are writing an email to support a product launch, expand your reach, or nurture customer relationships, you must look at the bigger picture and ensure the campaign contributes to bigger organizational goals.

3 - Create subject lines with an impact

The subject line of your email is something your B2B contact sees even before they click on the email. Even if your email passes the spam trigger, there is no guarantee that your recipient will open it. 

After all, according to B2B lead generation statistics by Demand Sage, over 343 billion emails are sent every day, so it is no wonder professionals drown in information.

 The best chance you have to ensure your email is clicked on is to follow these simple email writing tips:

How to write B2B emails that get clicks:

  • Don’t be generic — set yourself apart from the crowd.
  • Add a personal touch. If you have the contact’s name and company name, use them.
  • Add intrigue. You can do this by posing a question or leaving a thought incomplete.
  • Play with formats and fonts. For some variety, you can experiment with lowercase, italic, internet jargon, and even emojis.

Studies show that about 47% of email users will open an email simply based on its subject line. That’s almost half of your prospects! You need to perfect this to create a favorable tone, leave a lasting impression, and set the stage for a meaningful conversation. 

Here are some great examples of subject lines by popular brands that use the fear of missing out (FOMO), humor, or evoke vanity as “clickbait”.

  • Warby Parker: “Uh-oh, your prescription is expiring”
  • Eat This Not That: “9 Disgusting Facts about Thanksgiving”
  • Mary Fernandez: “? a surprise gift for you! {unwrap}”
  • Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
  • Travelocity: “Need a day at the beach? Just scratch n’ sniff your way to paradise…”
  • Pop Physique: “Get Ready. Keep the Pie Off Your Thighs Returns.”
Effective email marketing can help you fill your funnel with qualified leads to keep your sales team busy. But not all email marketing is equal. Like most lead-generating strategies, email success requires a little finesse and a lot of expertise.

4 - Present your value proposition immediately

Once you have persuaded your prospects to click on your email, the next step is to ensure they keep reading it. 

This is where perfectly communicating your value proposition steps in. 

The value proposition is the part that shows your prospects why they need to use your product/ service/ offerings

The best value propositions will feel so compelling that they instill the fear of missing out (FOMO) in your prospects. Aim for that! Make your prospects believe you are important to them and will help them enhance their business.

In terms of how to write B2B emails that capture your USP, you need to do it immediately, yet in a believable way. 

Here’s how I like to do it, especially if you’re reaching out to your prospects for the first time, cold; or if you’re in a more complex industry with a niche USP.

How to effectively present your value proposition

  1. First think back about your ICP and their pain points
  2. Validate the biggest pain points in one sentence a the start of the email, and further agitate if needed!
  3. Then describe how you solve those challenges (i.e. your value proposition)
  4. Then communicate the specific features and or proof points that support your value proposition
Clearly capture the problem and USP

In other words, save the finer details for the end, only after you’ve hooked them with your USP.

Plus keep in mind that your writing should not be run-of-the-mill stuff. You will need to tailor your pitch to the customer or company’s pain points. Tell them how you can make their operations easier, quicker, and better. Make them believe that working with you is not an option — it is the solution they have been waiting for

5 - Keep your copy short and sweet

Do you know that an average professional receives 121 emails a day? No wonder so many brands have such a low email open rate. Plus, the situation can worsen for brands if they write big blocks of meandering text, which literally no one is interested in reading.

Thinking about how to write B2B emails that are short and simple? Try these:

  • Make sure your email is only between 50-200 words (ideally 75-100)
  • Use a conversational tone in your emails and leave the jargon behind.
  • Share content that the reader would find valuable, like blogs, case studies, etc.
  • Use lots of graphic elements like videos, infographics, and charts, and have a good amount of white space.

For inspo, check out this marketing email that perfectly uses intrigue:

Short and sweet is the way to go

In the clutter of the inbox, only short, engaging, and, most of all, value-adding emails have the chance of standing out and sparking action.

6 - Weave in your branding

Your brand is not just a logo — it’s a message, a story, and a voice for your business. When a customer notices any element of your brand, it should bring your brand immediately to your mind

Lots of email marketers have laser focus on the CTA when planning each email. But remember, if your emails are getting read, they are an amazing touchpoint to build brand recognition. 

Emails are a brilliant way to show brand consistency, by melding brand elements, messaging, and tone together to create brand recognition and trust. 

I love getting inspiration from B2C marketers, like this compilation here. Just scroll through and you can see how each brand is so uniquely distinct, and boldly communicated via email.

Consistently brand every email

So, you must make sure every one of your emails reflects the essence of your brand, be it the logo or the language, to create a lasting impression.

Create your emails so that they embody your brand’s unique personality consistently. Make sure the header, footer, and layouts are in a standardized format. The subject line needs to echo the business’s brand tone and voice. Wherever possible, add elements of personalization that are consistent with your brand voice.

Every email you send should reinforce your brand’s values, nurturing trust in your B2B contacts and creating an indelible impression on them.

7 - Provide social proof

A business is built on trust; everybody knows that. Nobody wants to take the leap with a company that has no success stories, accomplishments, or awards to its name. This is where social proof comes in.

Social proof is not just about telling your contacts what you can do for them — it is about giving them first-hand proof, showing them solutions that have delivered tangible results to businesses who have worked with you.

When you show you have a successful record in the industry, it reassures them. When you send an email without social proof, you basically say, “Take a chance on us!”

That can feel like taking a leap of faith for your recipient.

So, instead, you give them a confident display of how your services have impacted others. It could be great 5-star reviews, success stories, case studies, impressive statistics, or an industry reward in your niche.

Add social proof to your emails

One last thing: social proof is not about showing off to your prospects — it’s about building credibility and trust and erasing doubts about your capabilities.

8 - Add a strong CTA

One of the most important things to remember is that the CTA needs to be clear, concise, obvious, and direct. It should not leave the client guessing – you should make it crystal clear what step you want them to take

A good CTA should create a sense of urgency in the prospect. CTAs that use phrases like “The clock Is ticking” and “Ends at midnight” can successfully get clicks.

When you aim for content download, the CTA should showcase the benefits of your content. So, phrases like “Access exclusive insights” and “Get a FREE copy now” can entice your prospects to grab the content.

Here’s an example: 

[Template] How to write B2B emails for content downloads

Subject: Dive Into [Resource Name] Today!

Hi [Recipient’s Name],

Unlock a wealth of knowledge on [topic] with our latest [resource type], [Resource Name]. Packed with actionable email marketing lead generation techniques and expert insights, it’s a must-have for professionals like you. Ready to access this valuable resource?

Get a FREE Copy Here

Warm regards,

[Your Name]

If your CTA is focused on event registration, it should leverage phrases like “Reserve your exclusive spot” or “Be the first to register”. Ensure you discuss the event details and highlight what the attendees will gain.

Here’s an example of this as well:

[Template] How to write B2B emails for webinars

Subject: Last call: Join us for [Event Name]


Gear up for [Event Name], where industry leaders converge to innovate and collaborate. This event is a goldmine for insights and networking opportunities. Secure your spot today and be part of the cutting-edge discussions shaping our industry’s future!

Secure a seat now

Best regards,

[Your Name]

There’s an easy way to get guaranteed (and targeted) leads to your webinars, on repeat.

9 - Make it Mobile Friendly

Yes, making your email mobile-friendly is also part of writing an email. 

Picture this: You send an email to your contact, and they even click on it, but it takes ages to load. What’s worse is that the images are not properly aligned, and the CTA buttons are tiny and impossible to tap correctly. That’s your engagement spiraling down the drain.

Make sure to always design your emails with mobile users in mind. It is all about creating a seamless, thumb-friendly experience across all devices

Make sure:

  •  Your images are optimized
  • Your CTA is large, clear, and easily clickable
  • There is plenty of white space to go around
  • No long code scripts are leading to slow loading speed.

You want to make sure your emails not just look fantastic but they also load in a snap.

Optimize emails for mobiles

Since eye-catching graphics are important for the brand, it capitalizes on those and keeps the text to a minimum. Moreover, it offers decent-sized clickable buttons right at the top of the email message, so it is the first thing a prospect sees!

10 - Test and optimize

Don’t underestimate the importance of A/B or split testing when it comes to your email copy. With testing, you can fine-tune every email you intend to send to absolute perfection.

A/B test various email elements

A/B tests are fun and effective ways of finding out which of your email copies have the best potential for getting the desired outcome. You can play around with multiple components of your subject lines, opening sentences, CTA buttons, images, and the offers themselves.

You can send out two different versions to a select group of B2B contacts and find out which copy delivers the best results.

The winning version shows which of your emails resonates the most with your audience. It also gives you an insight into what kind of content, formatting, and tone your audience likes, making it a benchmark for future email writing.

Remember, though, that you will need to keep fine-tuning your emails. This is not a one-time process but a process of learning and adapting to what makes your audience click.

Turning your email into leads

Crafting emails is a form of art as much as they are science and analytics. And I hope these tips give you a much better idea of how to write B2B emails that truly work.

But we’re missing a piece of the puzzle — demand generation.

An email is only successful if you have the right eyes on them. So, planning a successful email marketing lead generation campaign is a major part of the strategy to not neglect!

This is where ViB Emails steps in to help.

ViB Emails is an email marketing lead generation service that leverages an opted-in community of targeted and engaged contacts. 

Aka ViB Community, this approach delivers a cost-effective way to surpass top-of-funnel objectives, including database expansion, event registrations, and content downloads.

How Vib Email Service Works

By utilizing ViB Emails, you can maintain your brand and messaging, prevent B2B data decay, and ensure smoother deliverability.

ViB Emails can transform your B2B email marketing strategy by:

  • Connecting with your niche audience in tech
  • Acquiring engaged contacts from the get-go
  • Boosting the impact of your existing campaigns
  • Maintaining brand control
  • Providing the swiftest setup

Grab a free ViB Emails trial

If you’re aiming to hit your targets and grab quality sales leads, teaming up with a top B2B demand generation agency can make the process a breeze. 

But if you’re feeling skeptical, the best way to understand how ViB Emails can help your B2B demand generation strategy… is to see it for yourself! 

Try a free send to our ViB Community to see how we can instantly generate leads. Or if you need extra help, get in touch, we’d love to talk about all things email!

There’s a better alternative to buying lead lists and tedious list cleaning. Try ViB Emails’ unique community-based approach to lead generation — and reach up to 75,000 contacts with a low-cost trial.

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