Break out of the (in)box: 7 tips for a successful B2B e-blast

If you’re planning a B2B eblast or email program, here’s a list of basics to keep in mind when designing it.  Your eblast’s RODI (Return On Design Investment) will live or die based on how well you execute these.

An enticing subject line: Keep it short (40-50 characters) but deliver the prospect of surprise! Value! Savings! Intrigue!  Information you can’t do without!   It’s old hat, but it works.  Just don’t overpromise the contents  – otherwise they’ll disdain opening your next email, no matter how well-crafted it may be.

It’s from a human being: Make absolutely certain you have this come from a personalized, branded mailbox.  Don’t let it look like a mailbot or mass drop – would you rather get an email from john.jones@smithco.com, or from jj2212@smithco.com?

Preview-perfect: It’s got to look good in the preview pane of their mail reader.  If you’ve got an offer – make sure it’s visible.  Make sure any action button or link is visible.  Remember that often they won’t see more than the first few inches of your missive, so you’ve got to engage them immediately.

Hyperlink from the lead line: The first text line of your email should include an embedded link to any offer or value, or to the most important item in your mailing.  It should be placed above or immediately below anyheader graphics, as well.

Help their eye along: They’ll spend less time scanning your email than it took you to just read this sentence, so make sure what you want to say jumps out.  Break up the content into shot paragraphs, use embedded links, buttons, bolded or highlighted text for key ideas or links.

Graphically gorgeous: Use graphic headers, textures, buttons, et al.  Used tastefully, they’ll help readability, but also help circumvent some spam blockers.

Test, test, and test again: Set up inboxes in different email apps as a standard protocol and test your outbound work of genius beforehand to debug.

The best tip of all?  Let an accomplished digital agency (like Biersma) do the work, so you can reap the rewards.