How To Write B2B Emails That Convert in 2024

Despite the rise of messaging on LinkedIn, Instagram, Facebook, and other mass media platforms, in 2024, regular B2B email remains the most important tool for lead generation in the context of sales and email marketing campaigns.

The world has been changing at a very fast pace, which means B2B email marketing efforts that truly engage customers and convert email subscribers require high expertise from your content writing team and their understanding of customer relationships, the latest trends, and best practices in business-to-business communication.

This blog post offers a detailed look at how to write B2B cold emails that attract new customers and fuel sales.

What makes a B2B email stand out?

In short - valuable content and the right wording.

Let's proceed with the details of the key ingredients that make your email stand out.


Personalization goes beyond calling the recipient by name. It involves developing a marketing strategy based on the recipient's personal information, such as their interests, hobbies, preferences, past event attendance, track record of likes and dislikes on social media, company role, and specific business needs.

According to a study by Statista, personalized emails deliver 6x higher transaction rates. The fact of business life is that no one likes an automated email; on the contrary, everyone wants to feel special and receive valuable information that does not waste their time.

Tone of Voice

Another important factor to consider is - the tone of voice. In fact, there is a question of a style of your presentation as to your industry, ICP and buyer persona. With the right elements of language that brings identity you can perfectly resonate with your target audience.

Basically, tone of voice answers the question how you write it, not what you write.

Speaking of tech industries, a professional yet conversational tone, including appropriate slang, humor, and witty remarks, works well. However, in traditional and governmental sectors, stick to a formal or semi-formal tone to avoid sounding rude and unprofessional.

Tech Industry (Conversational Tone):

Hi {Recipient's Name},

I noticed your team is doing some awesome work with {specific project/technology}. I'd love to chat about how our latest tool can help step up your productivity even further.

Traditional Sector (Formal Tone):

Hello {Recipient's Name},

I've been impressed by the work your team is doing with {specific project/technology}. I would appreciate the opportunity to discuss how our latest tool can further help your productivity...

Helpful content

In B2B sales, understanding fundamental truths can define success.

What's the foundational truth for selling?

Customers want value. Always.

It's not just about products or services; it's about delivering outcomes that exceed expectations. Value is subjective, shaped by what customers perceive as beneficial. To truly connect with your email campaign, you must understand their unique definition of value.

How to understand their concept of value?

Dive deep into the latest industry trends and breaking news, explore their pain points, examine their rivals, read popular blog posts, and come up with solutions and insights – in short, get inspired before producing exclusive content.

Well-designed format

A well-structured email increases your chances dramatically of being read till the end. Basic postulates mean using an intro sentence (Why are you writing?), a body paragraph (What's your deal?), and a conclusion (CTA).

It's still a good idea to include bullet points, numbers, and short sentences that make your email easy to digest.

How to write a B2B email that convert

Of course, you can use email marketing software, but if you want your email to have a human touch, it must be written according to certain rules; in other words, there are specific features that make it effective.

Engaging Subject Lines That Attract Potential Customers

Types of Email Subject Lines

Your subject line is the first thing your future customers see. It should be concise, relevant, and catchy. According to Campaign Monitor, business emails with subject lines of 6-10 words bring the highest open rates. Remember that customer relationship starts with your subject line.

As with all things, you need to be open to experimenting by gathering your own data, customer testimonials through email A/B testing.

An effective subject line in a business email is a crucial part of an B2B email marketing strategy aimed at attracting new leads. You can use free tools such as ActiveCampaign,, HeadlineStudio, Mailmodo, and others, or your imagination, expertise to make up a subject line that generate leads.

Personalized Subject Line:

How {Company Name} Can Boost {Specific Metric}

Short Subject Line:

Increase ROI Now with {Company Name}

Question-based Subject Line (if relevant):

Are You Maximizing {Specific Opportunity}?

Creative Non-Template Approach:

Discover the Recipe of {Desirable Outcome}

Data-driven Subject Line:

Achieve 30% Growth with {Company Name} Proven Strategy

Urgency-based Subject Line:

Last Chance to Secure Your Spot in {Exclusive Opportunity}

The First Sentence Matters

The opening line of your email should catch attention and encourage the recipient to read on. The first piece of advice here is to avoid overused phrases such as 'I hope you're doing well', 'I hope this email finds you well', and 'I know you're busy, but...'. As for the second piece of advice, don't use AI for at least your first sentence.

Just be yourself, and it will pay off.

Stay Concise and Structured

As for this section, you have to keep in mind two sayings: "Brevity is the soul of wit" and "Time is money". Busy professionals appreciate conciseness. Get to the point and lay out important points logically.

Use Captivating Language

Interest your potential clients with engaging content, dynamic and compelling language. It's a good idea to use industry jargon (not to be confused with regular jargon), industry abbreviations, business idioms, and phrasal verbs. Your wording should be clear and persuasive.

According to Grammarly, emails with a clear message and engaging language hit higher response rates.

Include a Clear CTA (Call to Action)

In the 1990s, big and small businesses couldn't be imagined without a business card; similarly, in 2024, every B2B email must include a good CTA. Whether it's a welcome email, announcement email, scheduling a demo, presentation of new product's new features or a regular follow-up, make sure your CTA stands out and is easy to follow.

Schedule a Demo:

Book your personalized demo to find out how {Product/Service} can transform your business.

Request a Consultation:

Get our expert advice custom-built to your business needs.

Register for Webinar/Event:

Secure your spot for our webinar/event and gain latest industry insights.

Get a Quote:

Request a personalized quote and see how much you can save with {Your Product/Service}.

Follow Us on Social Media:

Stay updated! Follow us on {Social Media Platform} for the latest news and insights.

Add a Professional Signature

A professional email signature adds respectability to your brand. Include your name, position, company, and a link to your LinkedIn profile. A professional signature makes recipients want to build long term relationships with you.

B2B Cold Email Examples that Convert

Example 1 (First Email)

Subject: Energy Independence with Renewable Solutions for {Company Name}

Hello {Name},

Our company, {Your Company Name}, is a leading provider of renewable energy solutions, specializing in the installation of wind turbines. These solutions represent a reliable investment in your business's energy independence, especially given the global shift towards sustainable energy sources.

Key benefits of wind turbines that are worth knowing:

• Long-term cost savings through renewable energy generation.

• Increased environmental responsibility, increasing your company's sustainability profile in the market.

• Improved energy reliability for business operations with minimal environmental impact.

We are prepared to offer {Company Name}:

• Honest and competitive pricing.

• Fast project implementation (within Х weeks from contract signing).

• Rapid return on investment and the possibility of cost recovery starting from the Хrd year of use.

• Warranty from Х to Х years, depending on the turbine model.

• High level of technical expertise.

• Remote 24/7 monitoring system.

• Quick consultation on any questions.

Would you like to receive a personalized proposal with ROI calculations for energy savings at {Company Name}?

Best regards,

{Your Name}
{Your Position}
{Your Company Name}

Example 2 (Follow-up)

Subject: In the same thread

Hello {Name},

I wanted to follow up on my previous email regarding our renewable energy solutions at {Your Company Name}.

Given your company's current direction towards independence and sustainability, I believe our offerings could be beneficial in addressing {pain points}.

Please find more details here: {link to one pager}

Would you be open to a brief e-meeting next week to discuss how our solutions can benefit {Company Name}?

Looking forward to your response.

Best regards,

{Your Name}
{Your Position}
{Your Company Name}

In conclusion, it's worth highlighting one thing:

Don't send emails until you are completely satisfied with them and would be excited to get them yourself.

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