7 Things You Should Be Doing In Your B2B Email Campaigns

The steps you need to take to write a more engaging B2B SaaS or healthcare email.

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

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Happy Tuesday!

I wrote a humdinger on LinkedIn on the best advice I’m giving new copywriters. I hope you enjoy!

Also, my brain needs more coffee.

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If you missed it, I’m doing another email workshop next week on Monday, October 28th at 1:00 pm EST. Perfect chance to improve your emails, see my copywriting process, and ask questions about your email campaigns.

• Email Workshop + 1:1 30 minutes for $750 —$297

• Email Workshop Early Bird for $150 —$100 (Ends on Saturday)

• Instant Access to PDF Email Workshop for $100 —$79

Each comes with a bonus to my landing page course and email subject line cheat sheet.

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1. Stop Playing It Safe

B2B emails suffer from a stiff and elderly tone - like if old man Yoda was talking to you, but worse. And it’s because these emails are playing it safe.

They want to sound like a robot instead of a human. B2B emails also have to go through levels of acceptance from team leaders.

Of the hundreds of B2B emails I’ve researched, there’s a thread of problems from each of them:

• Lack of storytelling

• Lack of emotion

• Lack of personalization

Here’s an example of a B2B that captures the attention of the reader. Don’t overexplain to the reader.

Make it short and punch. Make it appeal emotionally.

2. Your Emails Should Hit the Stages of Awareness

Your emails are direct response gold mines. You have a chance to send messages to folks who are unaware or the most aware.

Here’s an example of a nurture sequence I send for a B2B healthcare or SaaS brand:

Email 1: Unaware audience

Email 2: Problem-aware audience

Email 3: Problem-aware audience

Email 4: Solution-aware audience

Email 5: Solution-aware audience

Email 4: Product-aware audience

Email 5: Most aware

When you cater your emails to this cadence, you build trust in your emails. You’re not trying to sell to your audience all the time.

You’re educating, information, and showing the value of your product.