The human key to B2B email marketing success in 2024
Business-to-business (B2B) email marketing is a powerful tool for cultivating relationships with potential clients. But its success hinges on compelling messages. Expertly crafted emails can convert prospects into customers, nurture leads and bolster client loyalty; to unlock this potential, property and finance businesses should invest in skilled email writers.
Email writers focus on direct and concise communication with their target audiences, aiming to drive specific actions such as clicking links, making purchases or responding to enquiries.
These specialised content writers use subject lines and pre-headers to capture attention, and structure emails for easy readability. Their tone is typically personal and conversational, tailored to specific audience segments, with persuasive language designed to prompt immediate responses.
How to find – and hire – good email writers
1. Know what makes a successful email writer
Here are the key qualities and skills good email writers should have:- Understanding of B2B marketing
- Relevant experience
- Core writing skills
- Strong research and analytic skills
- Creativity and innovation
- Project management skills
They appreciate the nuances of this specialised content writing form and can build relationships with potential clients, identify and address their pain points, and effectively communicate the benefits of products and services.
Furthermore, successful email writers are able to write in a tone that resonates with decision-makers.
A proven track record in B2B email marketing is essential. Writers who have experience within your specific industry bring additional value as they understand your target audiences and their unique challenges.
Good email writers not only possess strong grammar, spelling and punctuation skills, but are able to craft clear and compelling content. They excel in persuasive copywriting and use compelling calls-to-action to drive desired responses.
They can also write in various tones and styles to suit different audiences and campaigns, and have a keen eye for detail to create and proofread emails.
Effective email writers conduct thorough research to stay informed about industry trends and client needs. This enables them to create relevant and compelling content that resonates with target audiences. They also have the ability to gather relevant data to support their email messages, ensuring that content is informed and impactful.
Data is crucial in email content writing; good writers can interpret analytics, understand what metrics matter and use this information to refine their writing techniques.
While B2B emails demand professionalism, they shouldn’t be boring.
Skilled email writers inject creativity into their writing to capture attention in crowded inboxes; they craft attention-grabbing subject lines, compelling narratives and effective calls-to-action.
Successful email writers have strong organisation skills that allow them to manage multiple email campaigns concurrently, meet deadlines and collaborate effectively with designers, marketers and sales teams.
2. Search for potential candidates
There are many ways to find excellent B2B email writers or content marketing agencies. Here are some suggestions:Explore industry blogs
Identify potential writers by noting authors of relevant articles. Then, search for their portfolios or professional profiles.
Use social media
Many top B2B writers are active on Twitter and LinkedIn, where they discuss content strategy and offer writing tips. Evaluate their posts to gauge their expertise and relevance.Ask trusted connections
Reach out to colleagues for recommendations or put out a call on social media for referrals. Trusted connections can provide honest feedback and have already vetted the writers’ capabilities.3. Assess their skills and capabilities
Reviewing writing samples (portfolios) is an excellent way to evaluate potential writers’ skills. Look for compelling B2B emails showcasing strong content writing style, tone and persuasive calls-to-action.
Assess candidates based on their writing volume, consistency and overall quality, and prioritise those with B2B email writing experience in your industry.
The best B2B email writers not only create compelling content but also understand its role in driving business results. They are also experts at editing and proofreading emails to maintain high quality and professionalism.
4. Schedule meetings to dig deeper
Interviews are an opportunity to gauge a writer’s understanding of B2B marketing and their fit with your company culture. Ask questions about their previous experience, their approach to email writing and how they handle feedback and revisions.
Whether you are looking to hire an in-house writer, freelancer or copywriting agency that specialises in content writing for financial services and property professionals, effective communication is essential; assess their responsiveness during the meeting to ascertain how communicative they will be during the process.
Be sure to evaluate their industry knowledge and research skills as these are essential for understanding complex topics and delivering accurate, compelling email content. You can even give them a brief writing task related to your field to get an idea of their ability to understand and communicate industry-specific concepts.
Other things to consider:
Technical skills
- Proficiency with relevant email marketing platforms
- Proficiency with relevant email marketing platforms
Compliance knowledge
- Understanding of Australia’s email marketing laws, including the Spam Act and Privacy Act
5. Check reviews
Reviews provide valuable insights beyond interviews; look for candidates with references from reputable companies, showcasing their work ethic and quality through case studies or testimonials.
Online reviews can give you a thorough understanding of their reliability and capabilities.
Why B2B email marketing is important
- Increased business awareness
- Personalised, targeted messaging
- Lead generation and conversion
- Cost-effective strategy with high ROI (return on investment)
- Measurable results
Professional B2B email writers – like the team at Hunter & Scribe, which specialises in content writing for Australian property and finance businesses – can help you realise these benefits.
Our writers are adept at crafting engaging subject lines, personalised messages and persuasive calls-to-action; we have a wealth of experience and industry knowledge, as well as a proven track record in B2B email marketing.
