How to write an effective email sequence for you B2B business?

Email is the ideal medium for doing business. 

In fact, every marketing expert will recommend that you start as soon as possible to create your own database of contacts to start doing email marketing. 

Why? Because it has the highest return on investment, your base is yours and does not depend on social networks or algorithms, you can segment your customers and offer them the information they need at the right time to act. 

If you are thinking of launching, you need to be clear about how to write an effective email sequence for your B2B business to boost sales or conversions. 

In this post you will find out all about it.

What is an email sequence?

Before we begin, it would be good to talk about the term email sequence. 

An email sequence is a series of sales emails that are sent to the contacts in your database and whose objective is to get them to perform the action you want them to do. 

It’s not magic, let’s be clear. 

For this to work you must nurture your contacts well, educate them and accompany them from the beginning of the sales process to the end, even beyond that, offering a good after-sales service. 

Thanks to an effective email sequence you will get your contacts to become real customers for your B2B. 

Reasons why you should include mail sequences in your sales strategy

It is imperative that you implement an email sequence in your B2B business for several reasons: 

• Your relationship with subscribers becomes closer, so you’ll get to know them better and be able to deliver what they need more accurately. 
• By getting to know your contacts better, you’ll be able to share personalized content with them and, thus, avoid sounding like a robot when you communicate with them. 
• As we said, it is the medium that will bring you the highest return on investment. It is generally between 42 and 50 euros per euro invested, depending on the sector in which you move and according to DMA and Litmus.
• You will not be harmed by algorithms, as is the case with social networks, or by external agents. The database is yours alone. 
• With it, you will not only be able to segment but also measure everything to constantly improve.

Peculiarities of B2B email marketing

• En el caso de los B2C, la relación con los clientes suele ser breve, habitualmente termina con la venta. En el caso de los negocios B2B, esta relación es más larga en el tiempo porque se firman contratos y estos tienen una duración medio-larga en el tiempo. 
• Prácticamente por esta misma razón, el ciclo de venta para los B2B es también más largo y suele tener una duración de semanas, meses o años. 
• En cuanto al ticket medio, suele ser mayor que para un B2C, pero las conversiones se producen con una frecuencia menor. 
• Y, derivado del punto anterior, lo común en los negocios B2B es que se tomen decisiones más meditadas, lógicas y racionales para cerrar el trato y, además, deben contar con una atención al cliente exquisita. 

As you can imagine and due to these particularities, email sequences for a B2B are totally different. 

It is not common for sales to work with express offers, for example, because in order to close a deal or increase conversions, the other companies will have to know about your company. 

Nor is it common to close sales with a single impact. 

You will need to nurture your contacts well and offer the best image to the people who must make the decision to work with you.

The sequence of B2B sales emails to send to your future partners

Here we go. 

The good stuff is here. 

Here’s the basic, but effective sales email sequence for B2B businesses.

First email: Problem

In this email you must present the number one problem or major concern of your ideal client, the one that keeps them from living, that haunts their head all day long and keeps them awake at night. 

Obviously, your product/service/agreement must be prepared to solve this problem, otherwise none of this will make sense.  

Make it clear that this is a problem that must be eliminated immediately.

Second email: agitation

This email should be the continuation of the previous one, what we are going to do is to stir up the problem we talked about in the first email. 

It is time to dig into the wound, stir consciences and tell your client that if he does not solve the problem we talked about before, his situation may worsen. Explain the negative circumstances that may arise.

Third email: solution

In this email you should present the opportunity they have in front of them to solve that problem, that is, your product/service as the only solution to all their problems. 

Explain here the reasons why they should trust you and how you are going to transform their current situation.

Fourth email: benefits

Most companies and freelancers focus on presenting the features of their product or service and this is a blunder. 

You must tell what benefits your solution brings to that customer, it impacts positively in the mind of the decision maker. Focus on the value that partner will receive.

Fifth email: objections

If you have been following our blog for some time, the topic of objections should not sound unfamiliar. We have already explained you the most infallible techniques to knock them down and we have also told you what specific answers you should give to each one of them. 

To be able to face them and anticipate them in this email, you must have detected them in advance.

Sixth email: last call

In this email it is time to press the urgency, that is, you must tell your partner that he is running out of time and is losing a golden opportunity to solve that initial problem and to present him how you will help him to move from the “bad” situation to the “good” one, that is, the transformation of his business. 

Remember that the anxiety of running out of the offer helps to make a buying decision, immediacy, and recall. 

By doing all this, your email sequence will have greater effectiveness and bring great benefits to your B2B business. 

The end. 

Any questions? Let us know in the comments. ;)