Love it or hate it, email marketing is not going anywhere any time soon.

In fact, it’s still one of the best and most cost-effective ways to generate high-quality leads for your sales team. That is, as long as you have the right strategy in place.

And while we certainly don’t recommend sending out the same cookie cutter email to all your potential buyers, there are a few best practices, which can be applied to almost any campaign.

B2B Lead Generation Best Practices for Email:

A compelling subject line:

You know how people say you shouldn’t judge a book by its cover? Well, emails aren’t exactly novels. We can almost guarantee that recipients will skim over the few introductory words in your subject line to decide whether the message is worth their time.

Keep this in mind when crafting your subject lines. The preview text allows you to provide some additional context, but really, people should have an idea of what you’re offering from the subject line alone. So in 50 characters or less, try to generate interest by asking a relevant question or highlighting the topic of your content. For the best results, you can also brainstorm a few options, then conduct an A/B test to see which one resonates with your audience.

Relevant and personalized copy:

When coming up with the copy for your next email, ask yourself whether it has the potential to spark sales conversations, or just clicks. If it’s the first, you’re on your way to a great B2B lead generation email! If it’s the second…you may need to reconsider your buyer personas.

Buyer personas are defined as profiles of your best customers. Once you understand their common demographics and firmographics, you can develop more targeted content for their needs, interests, and pain points.

A few characteristics to watch out for in your B2B contact database include:

  • Job title
  • Job function
  • Management level
  • Industry
  • Company size & revenue

Design optimized for your audience:

You might think that including GIFs would help you stand out in a cluttered inbox. However, GIFS are not fully supported by all email clients, so a large number of recipients may not see the full animation. Where’s the fun in that?

Our recommendation: cater to your database’s largest ISP. For most email marketers, this means sticking to a template with images, as well as a few short sentences and bullet points summarizing key takeaways. You’ll also want to feature a prominent call to action (CTA).

This is perhaps the most important part of your email design. Make sure the button has plenty of space around it and is at least 44×44 pixels, so it’s easy to click on a mobile device (source). And of course, don’t be afraid to test different versions of the text, from “learn more” to “read more” and “download now.”

Looking for more ways to create successful B2B lead generation emails? ZoomInfo can help. Contact us today to find out how our business database can scale your marketing efforts today.

Originally Published by ZoomInfo on July 5, 2016.

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ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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