The Value of Email


We all use email, but with new GDPR regulations it can be hard to know what you are and aren’t allowed to do when it comes to using them in business. Email can be used in many ways but this blog is going to focus specifically on cold emails. Let’s target some potential clients and generate some business!


Email marketing, also known as EDM’s (Electronic Direct Mailing) allows you to deliver a message straight to your target audience. This could be the CEO of a company, or a manager of a particular department. On average for every $1 spent on email marketing it can generate $32 for the business.


Data for B2B Emails


To start, you will need to make sure you have a sizeable pool of emails to connect with. Experian is a great place to go for data and marketing lists. They have over 5.6 million UK companies on file that are segmented based on factors such as geography, company size and business type making it easier to find your correct audience’s data. The data will always be up to date, meet GDPR regulations and you can choose a budget. Create a free account on their website and have a look at how many people you could be targeting.


Now you’ve got your data list, you can get down to planning your EDM campaigns and writing the content.


Where Do I Build My Campaign?


Outlook, Gmail or Yahoo aren’t going to cut the mustard. There are many online platforms you can use, most will offer a free account for you to be able to manage your lists and build your email templates. We recommend Mailchimp. It’s free forever plan allows you manage and send emails to up to 2,000 subscribers – plenty for your first campaign! Once you have an account, upload your list and build your email campaign. It’s pretty straightforward and if you get stuck they have a great resources section to teach you the ropes!


How many emails should I Send?


Remember, only a small percentage of buyers will invest into a new product or service they’ve never heard of before after just one email and not everyone is going to read all the EDM’s you send them. However, don’t be spammy, (that’s just annoying) send too many and your list will shrink at a rapid rate. Statistics show that 69% of email users will unsubscribe from a mailing list if they’re spammed by emails. The correct amount of emails to send will often depend on what you’re promoting. For example, if your running weekly sports classes, an email a week might be appropriate. Whereas, if you’re selling air conditioning, it makes sense to send a higher volume of emails in the spring leading up to summer.  


For your first campaign aim to send an email a week and plan to run your campaign for a minimum of 10 weeks. This is a good length of time to trial your EDM strategy.


When should I send them?


The timing of your emails can really affect performance. Send your email outside of working hours and it will be discarded in the early morning inbox sort out. Hit the sweet spot in the lull of the afternoon when we look for anything to distract ourselves from work… bingo! Just remember the time zones if parts of your data list are outside the UK.


What should I write about?


Set yourself a goal for your campaign and an action you’d like your readers to take. You might want to push sales of a particular product or service or raise awareness of an event. Keep this in mind when writing. Reports show that the first email you send will have the highest CTR, (Click Through Rate) so it’s important to make your first email a banger! Keep emails to the point, don’t waffle and most importantly make sure they are valuable to your audience. Are you giving them important information or advice? Maybe you could provide a tactical suggestion, offer a free piece of content or send over a case study. One last thing – always include a call to action!


How do I write a catchy Subject Line?


There are a few golden rule when it comes to subject lines. People don’t like to be tricked so make sure your subject is relevant to your content. Get it right and you will dramatically improve your CTR.


  • Make sure they are easy to read.
  • Don’t use spammy words like ‘Free’.
  • Create a sense of urgency.
  • Make it personal using words like ‘you’ and ‘your’.
  • Aim for between 60-70 characters.
  • The occasional emoji doesn’t hurt either.


Check out sites like Sendcheckit where you can enter your subject and receive tips for improving.


Hitting the Send Button


You have planned, written and launched your first B2B email campaign. Remember this is just a rough guide to get you started. Unfortunately there is no golden formula when it comes to emails and you’ll need to tweak and change things as you go. Keep an eye on which emails perform best, your CTR and unsubscribe rate. You can compare your CTR to industry averages here to give you an indication of your performance.


Need More Help?

We can help you to run a kickass marketing campaign & even source the data list for you! Take a look at our Email Campaigns and drop us a message.[/vc_column_text][/vc_column][/vc_row]