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B2B email marketing

B2B email marketing: How to comply with GDPR

Disclaimer: This blog isn't legal advice. Please get a professional opinion before actioning any of our recommendations.

GDPR shook the email marketing world when it came into effect in May 2018. And it got a lot of marketers hot under the collar. But now the the dust has settled, it’s clear you can still do email marketing well in the age of the regulation. All you have to do is follow the rules.


In our mammoth guide below, you'll to learn everything you need to know about GDPR in B2B email marketing. Buckle in and let's go! 

Read this blog if you want to learn more about...

  • The meaning of GDPR
  • How GDPR applies to B2B email marketing
  • The different rules for B2B & B2C marketers
  • Consent in the context of GDPR
  • Rules on marketing emails, texts & calls
  • How PECR applies to B2B marketers
  • The meaning of legitimate interest
  • B2B email opt-out
  • B2B email opt-in
  • B2B email double opt-in

While you're here, why not check out our mega B2B email marketing stats list? 👇🏼

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B2B email marketing

What is GDPR?

GPDR, or the General Data Protection Regulation, is a law created by the EU to safeguard its citizens’ personal data. It came into effect on May 25th 2018.

How does GDPR apply to B2B email marketing?

There is no specific mention of B2B email marketing in the GDPR framework. However, it sets out rules around the use of personal data. Many B2B marketing activities use personal data as defined by GDPR, such as using individual email addresses. Even someone’s work address is considered personal data by GDPR. Therefore, B2B marketers need to be aware of the ins and outs of the regulation.

 

Much of GDPR talks about "processing" data. This term covers a range of activities, including sending an email newsletter or other marketing comms.

How do GDPR rules differ for B2C and B2B marketers?

GDPR lays down different rules for businesses marketing to consumers, rather than other companies.


In B2C marketing: 

  • Businesses need to obtain specific consent when handling personal data. (See "What counts as consent?" 👇🏼)
  • If a consumer doesn't give consent to join a mailing list or be contacted again, businesses can't keep their personal information.

In B2B marketing: 

  • Marketers don't have to ask for consent specifically.

It’s important to note that when you market to sole traders and some partnerships, it falls under B2C rules, rather than B2B.

What counts as consent?

In the context of GDPR, consent is when someone makes a specific action that tells the business, clearly and unambiguously, that they're happy to let them process their personal data. Permission must be freely given, with no coercion. It also has to be easy to withdraw.

 

An example would be ticking a box clearly labelled "Join our mailing list".

What are the rules on marketing emails, texts and calls?

In B2B marketing, to make a call or send a text or email, you do not need to ask for consent specifically. For example, you can send an email to a business address if there is a legitimate interest. (See "What does legitimate interest mean?" 👇🏼)

 

GDPR also sets out rules on how business can keep personal data. For example, if a recipient doesn't want to receive any more emails from you, you must abide by that. You must tell people what you'll do with their personal information, such as how long you plan to keep it and who you'll share it with. You also have to justify your reasons under the law for how you process personal data.

 What is PECR? 

The Privacy and Electronic Data Regulations (PECR) are a set of laws that came into effect in 2003.

 

PECR safeguards privacy, relating to marketing calls, cookies, customer information and more.

 

Today, the PECR sits alongside GDPR. When it comes to B2B marketing, GDPR has given PECR renewed vigour. Marketers must still follow the rules laid down in PECR, as well as new GDPR rules.

What does legitimate interest mean? 

Legitimate interest is when a business is allowed to process a person’s personal information because they have a clear business reason to do so.

 

For B2B email marketing, legitimate interest could include:

  • A business benefit to sending the email
  • Low impact on the recipient’s privacy
  • The recipient would not be surprised to receive the email from this company
  • It’s reasonable to assume the recipient would not withhold consent if asked

Legitimate interest is essential for B2B marketers to bear in mind. It means you need to target your approaches. No more spray and pray!

What does opt-out mean? 

Opt-out is when someone you've emailed takes action to withdraw their consent.

 

There are two types of opt-out:

  • Pre-emptive opt-out – Not offering consent before interacting with a business. For example, when the user unchecks a ticked box indicating they do not want to join a mailing list.
  • Consent withdrawal – Taking away consent after contact. An example of this could be unsubscribing after receiving an email newsletter.

B2B marketers need to make sure they don’t send marketing emails to individuals who have opted out. If they do, they will be on the wrong side of GDPR, which could lead to heavy fines.

What does single opt-in mean?

Single opt-in is when a user adds their email address to your list in one action. It could involve entering their address in a box on your site, or checking a box after a transaction, for example.

 

B2B marketers need to bear in mind that an email address that has only been through a single opt-in process may not have given consent, under GDPR rules. It depends on the exact wording of the process they went through.

What does double opt-in mean?

Double opt-in is when a user goes through a two-step process to add their email address to your mailing list. For example, after they have entered their address in a box on your site, they receive an email where they have to click a link. They join the list only when they click the link.

 

Like single opt-in for B2B email marketing, double opt-in doesn't necessarily mean consent. GDPR doesn't specify that you need to get double opt-in for contacts on your list. However, it is best practice.

 

It’s clear that B2B marketers can still get results in the post-GDPR world. You just need to be thoughtful about who you contact and how. If you're handling data correctly, and only marketing to people who you believe will be interested in your business, you've nothing to fear. It’s what you should be doing anyway! 

Learn more about starting your B2B email marketing journey.

B2B email marketing

The beginner’s guide to B2B email marketing

Cognism Campaign Executive, James Suttonexplains how you can fire up your B2B email marketing engine. 🚀

B2B email marketing is a strategy designed to:

  • Drive interest in a product/service;
  • Generate leads;
  • And convert opportunities throughout the marketing funnel.

Successful B2B email marketing strategies often use a combination of inbound and outbound emails to achieve this, targeting both new and existing customers.

Why should you care about B2B email marketing?

Email is a universal channel. Everyone has an inbox and everyone expects to receive marketing messages in them. This means communicating with known and unknown contacts over email is easy and non-invasive. As a result, email is an ideal place to start building relationships with prospects and customers.

What’s the difference between B2B and B2C email marketing?

In both B2B and B2C email marketing you’re selling something to someone. So at their core, the objectives are the same. But the methods used to achieve these objectives are completely different. These usually reflect the fact that B2B sales cycles are long and B2C sales cycles are short


So in order to be persuaded to make more significant purchases in B2B, recipients need to be taken on a journey. As a result, marketers have to take a steady slope approach. In this, they drive awareness about the products/services they’re trying to sell, relating them to the company or industry the recipient is in.


Whereas in B2C, marketers can appeal to impulse with more direct messaging. This is because purchases are generally less significant and more affordable.  

B2B vs B2C email marketing examples

A B2B email marketing sequence often starts with value-led content. So let's say you're a provider of an email marketing tool. You might start off with something like

Hey [first name] 👋🏻


We've noticed you're interested in email marketing. So we thought we give you access to some more of our resources. 


Hope this helps, 


James

To scale this sequence up, you could include some case studies. 

Hi [first name] 👋🏻


Burned through the content we sent last time? Fear not. Here are some case studies that show how an email marketing tool works in practice.


Speak soon, 


James

Then, you might decide to sell to them. 

Us again [first name] 


We come bearing great news. We have a tool that can help you with your email marketing!


Arrange a demo today and get 20% off your first three months with us.


Cheers, 


James

By contrast, a B2C email would go straight in for the kill. For example, a burger joint might say:

Hi [first name]


Szechuan sauce is back! 💥 Visit us in-store before October 7 to get your dose.


See you there,


James

Is good B2B email marketing easy?

Firing off random emails to your contact database is unlikely to bear fruit. That’s because the average worker sends and receives around 121 business emails per day. As a result, it’s tough to craft emails that:

  • Get opened. Punchy subject lines make you stand out from the crowd.
  • Get read. Clear, concise and personalised messaging engages the reader.
  • Get actioned. Effective call to actions (CTAs) provide value to the reader.

So while a simple channel to the naked eye, the tactics B2B email marketers use to hit these key criteria are sophisticated. 


For example, email signature marketing plugins help amplify the channel. Meanwhile AI-powered MarTech helps streamline interactions.

 

This doesn’t even scratch the surface of the add-ons and integrations available to aspiring B2B email marketers. But for beginners, the best way to start your journey is to keep things simple. That means keeping amplification tactics in mind, without forgetting the basics.

How can you start your B2B email marketing journey?

Setting goals

Defined goals are a key part of successful B2B email marketing strategies. This means outlining the time you want to put into your campaign and defining what success looks like.


Take a look at our definitive list of email marketing stats to give you an idea of what other B2B marketers are doing.👇🏼

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B2B email marketing

By setting benchmarks, you can: 

  • See what went right and carry on doing it
  • See what went wrong and stop doing it

This helps you to build a predictable B2B email marketing machine. And to decide how to do that, you need to be tracking a number of key analytics. These include:

  • Open rates. Open rates test the quality of your email subject line.
  • Click-through rates (CTR). Click-through rates test the quality of your copy.

These are especially useful in top of the funnel awareness campaigns. That’s because your key objective is to get opens and clicks. 


But if you’re working on bottom on the funnel campaigns with clear desired customer actions, you should be tracking:

  • Conversions. Conversions include anything from a newsletter sign-up to a product purchase.

Of course, determining your success is dependent on your goals. And these metrics will help you do that decisively.

Defining your audience

Speaking your readers’ language is a big deal in B2B email marketing. Because if you don’t, you can’t deliver the personalised experiences they expect. So first of all, you need to work out:

  • Who you want to talk to. What's your ideal customer profile (ICP)? 
  • Why you want to talk to them. What can you offer your ICP?
  • Why they want to buy from you. What’s unique about your offering?

When you've done that, you need to live by three principles.

  • Targeting
  • Automation
  • Value

Targeting isn’t about chucking the same messaging at all your CRM contacts. Sure, addressing people by name is great and all, but it isn’t enough to build trust. Instead, you have to work out what different customer segments need from your product/service. 


For example, let’s say you have different ICPs for decision makers with different levels of seniority. What a middle manager needs to get buy-in for your product/service will be completely different to a CEO. Therefore the emails you send to them will need to target different wants, needs & pain points. 


Automation makes marketers’ lives easier. And automated email sequences allow you to personalise your emails at scale. This means even in a team of one, you can pump out resonant messaging to all of your personas. 


There are a number of email automation tools depending on your price point. But the most important thing to note is that there’s an affordable option for every marketer. That means there’s no excuse not to do it. 


Adding value is the key to successful B2B email marketing. Because at the end of the day, people are busy. And they don’t have time for stuff that isn’t going to help them out. 


At Cognism, we don’t get good results from our email marketing strategy because people know who we are and what our platform does. We get results because we closely monitor our ICPs pain points and send them resources to help solve them. 


At the top of the funnel, we do this for free to make an impression on the reader. So the next time we land in their inbox, they’re more likely to remember and engage with us, even if they’re not ready to purchase. Over time, we can provide more resources to these contacts and help guide them through the funnel.

Remember...

B2B email marketing is a subtle game. And a long game. A lot of marketers fall short because they don’t recognise this. Instead, they focus on the benefits of their product/service rather than on their customers’ needs. Ultimately, showing you know your stuff about your industry is only going to help you in the long run. So make the investment in great content and resources now and thank us later.

Final top tips

In case you’re still wondering how to start your B2B email marketing journey, here are a few more top tips to help you on your way! 👇🏼

DO

  • Understand your audience's ambitions.

A lot of people forget email marketing isn’t just problem solving. Sure it’s a key part of it. But you also need a positive angle. Help your recipient improve, not just troubleshoot.

  • Build a customer journey tailored to your audiences.

Think about what your recipients need at each stage of their journey to help guide them through to conversion. To do this, you need to have a subject line that resonates, email content that leaves the reader wanting more and a CTA that entices them to click.

DON'T

  • Buy leads and spam them with random emails.

Unfortunately, quick fixes don't cut the mustard. 

And a quick note on B2B email marketing tools...

You want to start your B2B email marketing journey with the least fuss possible. That means keeping your existing CRM suite and using the data already in it. Luckily for you, most major ones have in-built email toolkits. But we’ve listed a few below in case you’re starting completely from scratch.

  • HubSpot x Sendgrid: free CRM-powered email marketing combined with outbound email & domain health optimiser.
  • Salesforce x Pardot: robust & plug-in friendly CRM software combined with inbound email & automation technology.
  • Mailchimp: integrated email marketing platform for SMEs.
  • BEE Pro: swanky custom HTML emails for brand fanatics.

For more B2B email marketing hacks, check out the posts below 👇🏼

B2B email marketing

34 B2B email marketing stats for beginners

If marketing is bread, email is butter. But with hundreds of billions of emails sent every day, starting your email marketing journey can be overwhelming. What do you need to get buy-in from your bosses? How should you be using it to promote your content? And why do you need to be mindful of email blasts?


Well, in this blog, we’ve got the answer to all of these questions and much, much more. We’ll be covering:

While you're here, why not check out the beginner's guide to email marketing? 👇🏼

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B2B email marketing

B2B email marketing stats

The scale of email

Email is big. Bryan Cranston after Breaking Bad big. In fact...

  • According to Statista, 293.6 Billion emails were sent every day in 2019.

And in 2020...

  • 306.4 billion emails are sent every day in 2020.

By 2023...

  • 347.3 billion emails will be sent every day.

Key takeaway

This means that if you’re not using it as a channel for your business yet, you probably should be. Because preeeetty much every top B2B marketer is.

ROI

Good news! Your most important channel is also one of your most cost-effective. This should light up the eyes of your firm’s number crunchers. And get them to chuck a few quid your way.


For example...

  • SuperOffice says that $1 spend on email marketing gets you more than $43 in return.

This is probably why...

  • 31% of marketers say email has the biggest per-channel impact on revenue.

But let me shock you.

  • A whopping 59% of companies still don't use email marketing.

Key takeaway

With so many businesses passing on email marketing, there’s room for you to edge ahead of your competition by doing it well.

Content distribution

Social, SEO and email are marketing’s answer to The Three Amigos. In fact…

  • The Content Marketing Institute says email is the third most popular distribution channel for marketers, with 87% leveraging the channel.

Meanwhile...

  • 89% of marketers use a company website or blog to promote their content.

And...

  •  91% of marketers use social media.

Some marketers also go the extra mile to amp-up their content promotion efforts through email. For example...

  • 32% of marketers use paid collaborations to promote content to their partners’ email databases.

Key takeaway

Email is a vital part of the marketing mix. It should be used in tandem with other key channels to generate traffic to content, leads and conversions.

Subject lines

The quality of your subject line is the difference between getting open and getting ghosted. In fact…

  • According to OptinMonster, 33% of email recipients use the subject line as their sole basis for engaging with an email.

As a result, crafting the perfect one has become something of an art form among marketers. For example...

  • Backlinko says that 82% of marketers stick to a subject line limit of 60 characters.

This is because they want to guarantee their key messages land. But when it comes to mobile, marketers have to be even more economical. That’s because...

  • Only the first 30 characters of subject lines appear on iPhone's email app.

But even within such restraints, marketers still have to get creative.

  • According to Snov.io, emails with a subject line emoji have 56% higher open rates.

Complicating matters even further is the minefield of words that kill an email recipient’s vibe.

  • Backlinko also says including “free”, “help”, “percent off”, and “reminder” in subject lines is off-putting and likely to sap open rates.

Key takeaway

All of these variables suggest that no one size fits all email recipients. To best action these insights, you should start your own campaigns, bearing in mind tips and things to avoid. Then dig into your own data and see which cocktail of ingredients works best for your customers.

Open and click-through rates

Open and click-through rates (CTR) are a big deal. Basically, that’s because they show you the fruits of your labour. And according to the Content Marketing Institute, they’re becoming increasingly important to marketers.


For example...

  • 90% of us say we look at open rates, CTR, and downloads to determine how successful a piece of content is. And we prefer them to website traffic and social media analytics. 

But what actually constitutes success in the email marketing game? Well, SaleCycle has a few useful benchmarks for you to follow...

Meanwhile...

  • The average email CTR across industries is 3.71%.

But to juice these numbers well above average, marketers are using every weapon in their armoury.

  • According to 99 Firms, video content in emails can increase CTR by 300%.

Also...

  • 65% of users prefer emails to contain mostly images.

And...

  • Dynamic product recommendations can boost CTR by 35%.

Key takeaway

Open rates and CTR are the currency of email marketing. Make sure you measure yours and test different techniques to pull your numbers up.

Mobile optimisation

People look at their phones. A lot. But this doesn’t stop some marketers from neglecting mobile experiences. If you want to succeed at email marketing, you just can’t afford to fall into this bracket. For example...

  • HubSpot says 46% of all email opens happen on mobile.

Meanwhile..

  • 35% of business professionals check email on mobile.

You also need to check you’re optimising for the email platforms your customers use. That’s because…

While...

  • 27% of opens are on Gmail.

Key takeaway

Don’t kill your email marketing journey before you pass go. And remember … doing the basics right is crucial.

Segmentation & personalisation

Chances are you’ve read an email that opened with “Hi [first name]”? Then you tossed into your junk without a second thought. This is probably the most important lesson you can learn about personalisation. Because...

  • According to Snov.io, 62% of emails are opened thanks to a personalised subject line.

And a minority are peeved when they don’t get it...

  • 10% of recipients are annoyed by too little or no personalisation.

To scale personalisation, you need to segment your audiences. That means having different email lists for different customer personas. And taking the time to do this is likely to pay off…

  • Segmented email campaigns have a 50% higher CTR when compared to scattergun campaigns.

To add the cherry on top of your segmentation and personalisation strategy, why not throw in a few millennial favourites, too?

  • 68% of 22-38 year olds like email emojis, GIFs & stickers.

Key takeaway

Don't spam your audiences with unwanted messages. Connect with them and show them what they could gain by engaging with you. 

Email signature marketing

Souping up your email marketing is easy as pie. And one of the best ways to do that is through email signature marketing. This allows you to include banners in every employee email signature to drive traffic to relevant content, offers, events & more. And outgoing emails quickly add up in big corporates....

  • If you have 300 employees and each one sends 15 emails per day for 220 working days, that’s 990,000 emails per year.

And if we’re talking about engagements with known contacts, recipients are likely to open an email multiple times. Say 2.5 times on average. So, all of the sudden…

  • 990,000 emails per year becomes 2,475,000 impressions.

Then...

  • If the CTR on these impressions is 0.5%, you’re looking at 12,375 clicks per year.

And...

  • If the conversion rate for these clicks is 3%, that’s 371.25 conversions.

Finally...

  • If the average conversion is worth £100, that’s £37,125 in untapped annual revenue.

Key takeaway

Email signature marketing is quick win in its truest form. To make sure you’re not missing out on easy revenue gains, book a demo.

The 36 best email subject lines (for marketers)

Marketers and email go together like Tony Soprano and cigars. In fact, 68% of companies rate email as the best marketing channel for ROI. But good email marketing is a craft. And success or failure depends on your email subject line. 


That’s because all kinds of communications are beamed into our brains for every waking moment. It’s a lot of info, and only so much can stick.


So to make sure your emails get noticed, we spoke to Cognism's email experts Liam Bartholomew and James Sutton. Below, they provide the best email subject lines for different marketing scenarios, along with some killer tips.

Newsletter email subject lines

Adding value to readers is the core goal of every newsletter. This means you should avoid a blanket approach in your newsletter email subject lines. Instead, focus on how your company updates benefit your readers, and how it can remedy their pain points.

Tip 1: Don’t say newsletter 

Using “Newsletter” as your email subject line is likely to kill your message stone dead. That’s because it doesn’t indicate the value a reader can gain by clicking through. To write something resonant, home in on what you’re offering and why it matters.

Tip 2: Personalise, personalise, personalise

Including names, locations or companies in your email subject line helps to separate you from run of the mill email blasts. Even if your newsletter is going to 5,000 contacts, make sure it’s personalised.


So, if you have multiple buyer personas, use different subject lines to address them. Also try to serve up tailored content. After all, giving marketers sales content is unlikely to strike a chord. Tapping into topical conversations is another fruitful tactic. This helps to emphasise the timeliness, and thereby relevance, of your message. 

Tip 3: Include a hook 

Successful hooks do enough to pique interest without giving the game away. Attention-grabbing data, special offers, exclusive content and questions will all help achieve this.

Tip 4: Use humour

Inboxes are full of dry email subject lines. And you want your newsletter to stand out. Humour and emojis are great ways to cut through the noise and may even make your readers look forward to your newsletter.

9 best email subject line examples: Newsletters

  • [First name], fix your data headache 🤯
  • [First name]: Your roadmap to a predictable marketing engine
  • [First name], here's a little something to get you started…
  • [First name], get yourself a pipeline that makes you smile! 😅 
  • [First name], for you to enjoy at your leisure!
  • Once upon a time at [company]...🌟
  • The key ingredient to success.
  • [First name], I think you'll find this useful
  • Increased ROI by 10x with prospecting - how?

Product email subject lines

There’s a fine line to be struck in product email subject lines. On the one hand, you want to include technical detail. On the other hand, you don’t want to turn your readers off with complex jargon. To achieve this feat, all you need is a sprinkling of context...

Tip 1: Put the customer first 

Whether it’s a product update or a product launch, your subject line has to grab attention. And “Say hello to [insert product] 2.0” is unlikely to cut the mustard. Instead, choose the headline benefit of the product and hint at how it could benefit your readers.

Tip 2: Personalise, personalise, personalise 

Personalised email subject lines land. Generic email subject lines don’t. So when you’re covering products, try segmenting your data. This will allow you to address different customer bases effectively. You can also try calling out your audience in the subject line. Including job titles like “Sales Leader!” or “CEOs!” will leave no illusions about who you’re addressing and why.

Tip 3: Use a hook

We explored the value of hooks and humour in our newsletter section above, and product emails are no different. Provocative questions and eye-catching stats are your secret weapon.

9 best email subject line examples: Product updates

  • [First name], check out our top 2020 product updates🏅
  • What’s new in V2?
  • [First name], say goodbye 👋🏻  to manual prospecting
  • You asked, we listened. Say hello to directs dials for Europe…
  • The Ultimate Email Marketing Tool 
  • Introducing Dynamic Email Signature Marketing
  • Sales Leader: The Answer to your Prayers
  • Increase conversions by 25% 
  • One more sleep

Drip nurture email subject lines

Email is a great way to guide leads through the sales funnel. And blending a number of email subject line tactics should help get your personas from A to B.

Tip 1: Personalise, personalise, personalise

Moving beyond first name data is a nice trick to have up your sleeve. Especially if you’re selling a product, you’re likely to be liaising with key decision makers. And they're responsible for whole departments, not just themselves. In these cases, focusing on company names can help make your subject line more resonant.

Tip 2: Get your keywords in early

Don’t beat around the bush. Let your reader know what you’re talking about in the first couple of words. This will help them identify value as they scan through their emails. Also try and keep your subject lines around 40 characters.

Tip 3: Ask questions

Email subject lines that ask questions get results. In fact, when James sent a nurture email to around 500 cold leads, the results were frightening. “[First name], who’s buying right now?” returned a whopping 52% open rate and a 24% click through rate.


The email shared a new trial for Cognism’s prospecting tools, focusing on how to identify active leads through the platform during COVID. It was successful because it used personalisation and tapped into a huge issue facing salespeople and marketers.

Tip 4: Use figures & case studies

Data is the most valuable resource in the world. Don’t be scared to use it. If you can draw on a recent study that highlights the value of your product, amazing. If you can illustrate that statistic with real life examples or case studies, even better. This helps the reader visualise how your product could work for them.

Tip 5: Test & iterate 

Different email subject lines will work better for different audiences. Using A/B testing will help you hone your approach and guarantee high open rates.

9 best email subject line examples: Drip nurture

  • How could [company] nurture leads better?
  • Gain 5K leads with Mailtastic like [company]
  • Transform [company's] sales process overnight
  • 10 reasons why our customers dig us
  • [First name], drive webinar traffic with this quick-win
  • [Company], reduce your Ad spend by 60%
  • Could [company] use a helping hand? 
  • 5 rules good content marketers follow
  • Did this pass you by?

Outreach email subject lines

Effective outreach is the holy grail of marketing. And while reeling high value targets in is easier said than done, your email subject line can be really useful bait.

Tip 1: Be credible

Particularly in cases of cold outreach, credibility is key. If the reader of the email doesn’t know you, they might know your company. They may also know people in your professional network. By using your subject line to name-drop, you’ll be setting yourself up for success against your anonymous competition.

Tip 2: Be timely

You may only get one chance to make a connection with a high-value prospect, so strike the iron while it’s hot. If an event or development makes your product attractive to an audience group, be sure to reference it. It could be the spark you need to turn them into loyal customers.

Tip 3: Be creative

Sometimes, wacky works. If you’ve chased and chased again on an outreach email, take your foot off the breaks and get creative. You can even crack wise or point fun at the situation. But be sure to run more daring email subject lines by your peers to check you’re not going overboard.

9 best email subject line examples: Outreach

  • [Company], streamline your marketing spend 
  • [Company's] new customer promise 
  • Make major lead gen gains with [company] 
  • Steal our content strategy
  • [Mutual connection] told me to get in touch
  • A minute of your time
  • A coffee on me
  • One last try
  • Me (again)

Co-worker email subject lines

Everyone knows how to write good internal emails, right? Well, you’d be surprised. Even though your co-workers have a vested interest to help you out, they’re busy with client work. Just as you would with a client or a cold lead, you need to grab their attention.

Tip 1: Be clear

Make your email subject line as easy as possible for your co-workers to understand. This will allow them to quickly action your request. Including keywords at the beginning of your subject line will help.

Tip 2: Be friendly

You know these guys. That means there’s room for a casual tone and humour as long as it doesn’t detract from your key message.

Tip 3: Create a sense of urgency

Don’t let your co-workers stick your request on the laterbase. Because as soon as that happens, it’s never getting done. By introducing a time deadline, you’ll get your teammates to jump to attention. And you won’t have to add that red exclamation mark that everyone hates.

Tip 4: Send at peak time

Your email is important, so don’t send it at a random time. This will make your request feel like an afterthought, making replies and actions less likely. You can always use scheduling tools to ensure your email arrives at an appropriate time. Sending between 6am - 7am will ensure your mail is the first thing your reader sees.

9 best email subject line examples: Co-workers

  • Help grow [company] network tomorrow
  • Share our latest post
  • Follow us on Medium
  • Last chance: Sign up to [event] 
  • Complete employee survey by COP
  • Feedback on draft two of [task]
  • Quick question about analytics
  • Would love your take on this
  • Urgent 

Best email subject lines: Key takeaways

  • Personalisation is key
  • Figures add authority
  • Humour is a weapon
  • Questions are enticing
  • Emojis add colour

Now your readers are opening your emails, you can use them as a marketing channel. Learn more