Lead Development

6 Tips for Developing Effective Prospecting Emails

Did you know that 215 billion emails get sent every single day in 2016? That might sound like a ridiculous number to most people, but email (as a communications channel) is still growing. By 2019, that number is set to increase to 247 billion.

Believe it or not, email is still, by far, one of the most effective ways to generate sales leads. That being said, email is also one of the trickier content marketing channels to master. Send the wrong headline or forget to format correctly and – Bam! You’re hit with an opt-out request.

Don’t let your email get sidelined, keep them in the inbox and out of the SPAM folder by creating creative, personal, and compelling email marketing campaigns.

Here are 6 of our best tips.

1. Know Your Audience

Be sure to send targeted emails that set the stage by describing a few compelling pain points likely felt by your readers. Next, reveal how your company uniquely understands how to solve the challenges before them. Lastly, end with a clear call to action that describes how your company can help solve their problem.

2. Don’t Be a Robot

Personalize your emails. Give them personality, sass, and don’t forget humor. Automated email campaigns usually sound generic or like a robot wrote them. Be better than that. Write an email that you would want to read and watch your click-through rates soar.

3. Create Urgency

In order to move your readers to action, you have to present urgency. After letting them know that you understand their situation and that you have what they need, you should imply that they should act immediately. Unless your letter puts emphasis on the “now”, they might never act at all. Everything about the letter should point towards the call to action.

4. Use a Call To Action (CTA)

Place the CTA somewhere after the initial pitch, and then repeat it near the end. Make sure that it is clear, concise and irresistible in design so that it compels the reader to follow through on your desired action.

5. Keep it Simple

Time is money so your emails should be no more than 200 to 250 words in length. Remember, yours is not the only email hitting your reader’s inbox today (far from it) so keep it clear, concise and compelling.

6. Make it Readable

Keep your emails engaging and readable by using short, descriptive words that paint a picture and create urgency. Keep your paragraphs short and remember to make good use of “white space” to make your email easier to read.


Creating emails to generate business leads involves a lot of trial and error, and will require a great deal of A/B testing and a careful eye on your analytics, but don’t get discouraged. Keep refining your approach, pitch, and the overall design, as you can always get better.

You can also try to put yourself in the reader’s shoes and think about what kind of message might compel YOU to take the next step. Use those insights to direct your emailing efforts in the future.

Best of luck with your B2B email marketing ventures!