The Anatomy of a Persuasive Email

For any B2B marketer, generating leads is an incredibly important challenge their team must navigate. Here at Explorics, we’re more concerned with building loyal customers for our clients. Our goal is to turn customers into loyal advocates. No matter your company’s challenge, it oftentimes starts with an outgoing message. [highlight color=”gray”] Writing an email is easy, but writing one that a stranger would want to reply to is a whole other story.[/highlight]

I recently came across an incredibly helpful SlideShare presentation created by Michael Pici over at HubSpot. The presentation resonated perfectly with the challenges our team frequently faces.

People are so accustom to marketing noise, that there’s really only one approach to crafting an email that won’t be immediately skipped. It needs to be completely personal, relevant, and on-point.

Hubspot’s SlideShare demonstrates the methodology needed to position an email the correct way.

There are five areas to focus on when crafting the perfect email:anatomy-of-a-marketing-email

  1. Prep email
  2. Subject line
  3. Opening copy
  4. Body
  5. Signature

Prepping the email

A marketing email can’t be sales-y. It really shouldn’t be about your company at all.  It needs to focus on the prospects needs. Do some research on your prospect to be able to blend the right context throughout your entire message.  

  • Look at their social media accounts to see messages they like to share.
  • Read their blog to see what they care to write about. What exactly are they trying to educate their readers on?
  • Read the company ‘about us’ page. You’ll get insight on the personality of the company, and why they exist. Your entire message needs to speak to bettering their existence.

Subject line

Once you’ve gotten familiar with the recipient and their company, it’s time to write the subject line.[highlight color=”gray”] Don’t feel like you need to craft the perfect line. The headline’s goal is to simply try to spark the reader’s curiosity.[/highlight] It’s good to test different messages, but here are one’s that have worked in the past:

  • [Name], quick question for you.
  • [Mutual connection] recommended I get in touch
  • Ideas for [thing their company is trying to solve]
  • Question about [recent happening with their company]
  • Have you considered [a recommendation]

Opening copy

Remember it’s all about their needs. I can’t reiterate this enough. Never start the message with what your company does. I wouldn’t recommend even introducing yourself right away. Instead, ask them a question about their company. Here are a few examples:

  • I noticed you…
  • [Mutual connection] recommended…
  • Saw that we both…
  • I loved your post on…
  • Congrats on…


[highlight color=”gray”]Don’t be too quick to say your value prop. Instead, ask a question your value prop specifically speaks too.[/highlight] If the reader sees that you feel their pain, they’ll be more likely to follow up. Here are some starting points to try:

How, if at all, would you like to improve your strategy?

Is [benefit to them] a current priority?

Do you have unanswered questions about…

Would it be nice if…


Lastly, be sure that your signature doesn’t overwhelm the viewer. Keep it short, simple, and precise.

There you go! By following this general framework, you should find your outgoing emails to be better positioned for a higher conversion rate.  Whether you’re recruiting customers into your advocate marketing program, or kicking off a new lead generation program, always keep the customer needs first when you write emails.

I’d love to hear from you. If you have any questions or would like to share your experiences with message copy, please drop us a line in the comment section.

Here’s HubSpot’s presentation:

[slideshare id=28850072&doc=how-to-write-emails-people-want-to-respond-to-131203110213-phpapp01]

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