How to Improve B2B Email Marketing Response Rate


Outbound email marketing can be a great way to acquire new leads and sales for a B2B business. One challenge that businesses often face is email open rates.

No matter how good your target list is, without creating content that earns a response – your efforts are all in for waste. Even with opt-in list building, you need stronger content to inspire action.  

Achieving a high response rate is not an easy task. You need to run a lot of trial and error to figure out what inspires your audience.

In this article, we would be looking at 8 tips you can use to help you increase email response rates.

1) Warm your Cold Audience with Content

Content marketing can be a powerful ally of email marketing. Content marketing will be the primary driver of traffic on your website, but it can also help you warm up your email audience.

When the audience first sign-up to your emails, they are unaware of the brand promises and your ability to help them. You can warm up your audience by sending out industry-related content that is focused on solving their problem. Share your unique business perspective and experience with the world.

2) Get your Timings Right

To get the best response rate, you need to figure out what is the best time to send emails. As a B2B company, your prospects are more likely to check email during working hours. Avoid sending emails on weekends and late at night.

3) Have a Perfect Subject Line

You won’t get a good response to your emails if prospects don’t open your email in the first place. You need to spend some time writing different subject lines and see which one works the best. Your subject must be personalized to your audience and should generate curiosity. Keep it short and don’t try to trick users into clicking your email by making false promises. Keep a sense of urgency that compels users to click on the email immediately.

4) Include a Specific Call-to-Action 

Your CTA is what inspires prospects to take the next step. No matter how interesting email you send, if your user is confused about the next step, you will have a low response rate. Choose the right placement and the right action words. Colors also play a huge role in inspiring prospects to take positive action. Your CTA button should stand out from the rest of the text to encourage response.

5) Format your Emails

Your prospects read hundreds and thousands of emails over the years. They are accustomed to reading a particular format for emails. As a B2B company, you must not try to reinvent the wheel. Although you can try to be creative, do not make it too obvious. Multiple fonts and colors can make your email look like an advertisement. Your email should blend in with the day-to-day email they receive from their contacts.   

6) Have a Clear Value Proposition

To increase the email response rate, your email should communicate the clear benefit of interacting with your email. A value proposition is a short statement that explains the users the benefit of interacting with your email.

If you don’t have a strong value proposition, your users won’t feel compelled to click on the CTA.

7) Ask for Honest Feedback from your Teammates

It’s possible to think you’ve crafted a perfect email but it’s easy to miss out on the little details.

Before you hit that send button, send a test email to your teammates asking for honest feedback. This little step can save a lot of potential mistakes and blunders.

Having a second set of eyes not only helps you avoid mistakes but also lets you get another interpretation of the way your prospects see your email.

So make sure you share your emails with your teammates for honest feedback.

8) Keep your Emails Short

Most readers have a short attention span and they are accustomed to reading shorter emails. So get straight to the point. If you can’t grab their attention in the first few sentences, you would end up losing them.  

To optimize for the response, try to explain how you can help them as soon as possible.


The goal of your email campaigns should be to solve the customer problem while providing the right solution.

Use the tip outlined above to get a positive response from your customers. If you’ve managed to create curiosity among your readers along with an accurate solution, you are more likely to see a good email response rate.