How to write B2B emails that win big deals

Michael Maximoff
Michael Maximoff
Reading time:15 m

The average decision-maker sends and receives 121 business emails a day. Between buzzing phones, pinging Slacks, and an endless stream of notifications, the chance of your recipient retaining any memory of your message is slim.

That’s why a compelling B2B email is crucial for your sales outreach strategy — you want to remain top of mind and increase your recipient’s chance of hitting the reply button. But what makes a good B2B email? We’ll answer that question below and provide practical tips on how to write B2B emails like those our team has been using for 5 years.

What makes a good B2B email?

A strong B2B email has one simple goal: to open the door for further conversation by positioning you as an expert and building trust. Here are 3 fundamentals of how to write a sales-winning B2B email:


Personalized messages based on job titles, pain points, and LinkedIn activity speak volumes. Personalization boosts reply rates by up to 142% — a tailored message positions the spotlight on your recipient and makes them feel they’re the only one you’re writing to. While cold email templates are great, be sure to customize them to fit the specific pain points of your recipients.

Similarly, subject line personalization also boosts open rates by 50%. This means people are much more likely to engage with your emails when the subject line reflects your target prospect’s current challenge.

Helpful content

Deliver value before asking for something in return. In Influence: The Psychology of Persuasion, Dr. Robert B. Cialdini highlights a study where an unknowing test subject received a can of soda worth $0.50 from the researcher. The same researcher later asked the participant to buy $5 worth of raffle tickets, and agreement rates were much higher compared to participants who got no soda.

What does this tell you? When you give something first, your prospects are more likely to reciprocate. Provide helpful resources, answer difficult questions, and share insights that prove your industry expertise. Then nurture those relationships to encourage them to convert to customers when the time is right.

Belkins Podcast on Writing Effective Emails

Simple design and structure

A straightforward structure captures your recipients’ attention. They are busy people, so you want to make their lives easier by making your emails easy to scan. Here are some tips to implement:

  • Use standard fonts such as Arial, Calibri, and Verdana.
  • Keep it scannable by avoiding long blocks of text.
  • Include links to relevant content so they don’t have to dig for more information.
  • Optimize the email for mobile and desktop devices.
  • Use short sentences and bullet points to emphasize key messages.

The less cognitive load for the reader, the better.

How to write better B2B email copy to get more conversions

B2B email copy should be clear, concise, and engaging. Have a look at these 6 steps on how to write B2B email copy:

1. Create an attention-grabbing subject line

A subject line is the first thing your recipient sees — it needs to resonate and compel them to read more. According to Zippia, 47% of email recipients open an email based on the subject line alone, and 69% of email recipients report spam based on the subject line. You need to make the most of this real estate and engage your recipients to encourage action. Here are 3 examples:

  • “{{FirstName}}, seeking your expert opinion …”
  • “{{FirstName}}, are you focusing on a bigger picture?”
  • “{{FirstName}}, your invitation to our business book club”

Additionally, email subject lines with numbers boast a 57% open rate. So this is another great way to catch your prospect’s attention. Regardless, keep it under 50 characters, use action words, and include the recipient’s name if you can.

2. Make the first line about them

Your opening line establishes relevance, so if you succeed, the recipient continues reading. Your first instinct may be to introduce yourself, but it’s much better to focus on them instead. Here are some examples for inspiration:

I was browsing through {{Source}} and have found a few frustrated reviews from {{Company}} about {{Platform}} deployment. Are you exploring any alternatives at this time?

I have invited {{Referral_Name}}, the {{Referral_Title}} at {{Company}}, to discuss expanding your offerings with our power solutions. But I realized you, too, might be interested in a conversation given the growing need for portable power across industries.

Adding safeguards and protection to your projects even under extreme operational and environmental conditions is critical to their longevity. {{Company}} can leverage a wide range of our services to extend asset life cycles — from intumescent painting and anticorrosive coating to refractory works and fireproofing systems.

Mention their credentials, appreciate a recent LinkedIn post, or refer to a recent talk they did. This signals to the recipient that you’ve done your research and you know who they are. You can also name-drop mutual connections to make the introduction even more personal.

3. Keep it conversational

Use casual language, contractions, and colloquialisms to make them feel like you’re having a one-on-one conversation. A conversational tone helps establish trust and shows that you’re not just another unknown name.

Avoid corporate jargon and keep it natural — you want your email to sound like it was written by another human being, not a robot. Show your recipient you understand their unique challenges by using phrases like “You must be dealing with …” or “I’m sure you’re familiar with …”

Note that while you want to be conversational, you don’t want to be too casual either, especially when emailing recipients from industries like finance or government. Do your research to determine how casual or formal you should get. 

4. Use storytelling

Create a narrative that clicks with your recipient. People are far more likely to remember stories over facts and figures, so weave a narrative around the solution you have to offer. The example below tells a story:

“I have some friends who work as pediatricians in {State}, and their constant complaint is that they have to juggle everything when it comes to providing mental/behavioral care: medication management, finding providers accepting referrals, etc.”

The story mentions someone else’s pain points and highlights a mutual difficulty for the recipient. 

Storytelling helps build relationships and trust, making it easier for prospects to take action when the time is right. Showcase real case studies or success stories and focus on how your product helped a customer overcome their challenge.

5. Include a call to action (CTA)

End with a CTA and map out the exact next step. Creating a clear path for the recipient to follow helps them take the desired action. If you want them to book a demo, include a link that takes them directly to your scheduling page. Here are a few examples:

  • Would love to tell you more! Let’s have a brief chat, say, on Tuesday?”
  • “Would you be willing to carve out some time next Thursday to discuss a possible partnership?”
  • “I would love to explore collaboration opportunities and discuss your software product development challenges during a quick discovery call. How does next Tuesday at 10 a.m. sound?”

Your CTA should be short and concise: Avoid waffling on about additional features or services. Keep it focused on why this is beneficial for your prospect and get straight to the point.

6. Add a signature

Create a custom email signature that includes your contact information and links to your website and social media accounts. A custom signature with relevant links encourages your recipient to do further research about you and your product if they’re interested. It also boosts your reputation and maximizes deliverability.

Make sure your signature is consistent across emails and includes a professional headshot if possible. Keep it short, sharp, and to the point.

Our best-performing B2B email templates

Delivering cold email services for more than 5 years already, we’ve tried and tested thousands of templates and approaches. You can analyze examples of our B2B email copy to get an idea of what works and what doesn’t. Here are 3 cold email examples you can use to inspire your own templates:

Example 1: Connect with a prospect after promotion

A new job title or promotion is a great opportunity to reach out and spark a conversation with potential contacts.

Subject line: {{FirstName}} — congrats on your new role at {{company}}! 

Hi {{FirstName}},

We were researching {{Сompany}} and noticed you have a new position. Congrats! 

Our VP asked me to follow up to share more info about us since you may not be familiar with {{Company}}.

It would be excellent to set up a presentation to tell you about {value prop}.

Would it be possible to arrange a quick meeting with you and your team next {{weekdays_from_now 1}} or {{weekdays_from_now 2}}?

Best regards,

Why we love this: The first sentence focuses on the recipient’s accomplishment, which serves as a great way to start the conversation. It’s a short email that clearly states why they’re emailing and what they want to achieve. The meeting request CTA also defines the time frame in which the meeting should take place, removing any element of confusion.

Example 2: Invitation to webinar

Webinars are a great way to provide value and generate leads. Invite prospects to a webinar using this email template.

Subject line A: Your spot at {{Company}} webinar

Subject line B: {{FirstName}}, don’t miss out on this webinar

Hi {{FirstName}},

As the {{Title}}, you probably have data security top of mind. However, emerging technology and new attack methods will pose new risks to the data you’re trying to secure.

Join us on {{Webinar date and time}} for our webinar, {{Webinar Name}}.

{{Names, titles, and List of participant companies}}. The speakers will share their approach to dynamic threats and the changing attack landscape.

You’ll walk away with a better awareness of the attack surface and ways to mitigate risks.

Simply reply “Yes” to this email, and we’ll send your invitation.

See you soon,

Why we love this: Pain points that speak the reader’s language are a great way to show that you have done your research. The email also mentions participating companies, which adds social proof and states the value the recipient gets from attending the webinar. Finally, only requiring a simple “yes” makes the registration process effortless.

Example 3: Connect through a mutual contact

Reach out to prospects with a connection in common by sending the mutual acquaintance this email template.

Subject line: Fwd: {{ClientName}} + {{FirstName}}


Our principal, {{ClientName}}, has asked me to reach out to you directly and schedule an appointment to explore potential partnership/collaboration opportunities.

{{ClientName}} is a certified and highly experienced advisor in corporate finance, venture capital, corporate development, P&L responsibility, turnarounds, and restructurings, holding accreditations and degrees in the same.

If you encounter a situation where you need to take over the management of troubled venture capital and private equity funds, Mr. {{ClientName}} would be glad to help as part of your team. It is also helpful to him to learn more about your practice for possible referral opportunities.

Can I connect you and {{ClientName}} next Tuesday at 1 p.m.?


Why we love this: Referrals are the strongest kind of lead and create 65% of new business opportunities. The name-dropping creates familiarity, and the proposed appointment time gives the recipient a clear invitation to take action. The email also speaks to their needs directly and reinforces your credentials through social proof. 


How can I get B2B companies to respond to my emails?

The most important factor is to craft relevant, personalized messages. Use the recipient’s name, speak directly to their needs, provide clear next steps, and show off your expertise and social proof. Follow-ups are also key — if you don’t get a response to the first email, send another one, making sure you mention that it’s a follow-up.

What should be avoided in business email?

Avoid making the email about yourself too much, using overly casual language, and using text language (e.g., lol, thx). Also, send the email at the right time, meaning not during weekends or after-work hours. Proofread the email multiple times to make sure everything is clear and error-free.

How long should a B2B cold email be?

The best length for a B2B cold email is between 50 and 125 words. Anything longer than that will be hard to read quickly and can cause the recipient to move on without finishing the entire message. Get straight to the point and explain why you’re reaching out, what’s in it for them, and how they can follow up.

Now, you’re well-equipped to run effective B2B outreach campaigns. Tailor these emails to your specific needs, goals, and prospects’ pain points, and you’re good to go! Need a professional touch of a top-rated B2B outreach agency? Contact Belkins, and bring your sales to the new level.

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Michael Maximoff
Michael Maximoff
Co-founder and Managing Partner at Belkins
Michael is the Co-founder of Belkins, serial entrepreneur, and investor. With a decade of experience in B2B Sales and Marketing, he has a passion for building world-class teams and implementing efficient processes to drive the success of his ventures and clients.