Get noticed and bypass the inbox filter
Posted: Thu Jan 23, 2025 8:30 am
A B2B email marketing strategy does not, or cannot, consist of simply sending an email. It must be taken into account that, in a corporate account, any employee from any department receives a large number of emails per day. And these figures will undoubtedly skyrocket if the employee is a process engineer or project manager.
Therefore, to attract the attention and convince a finance directors email list professional buyer – informed, very busy and who receives hundreds of emails a day on different subjects – you have to pass the interest filter in their inbox . What we want is for our buyer persona to open, read and act on our industrial marketing email.
To get to that inbox, keep in mind that the first screening will come from their email server. Be careful not to end up in their spam box ! There are ways to avoid it .
Please note the preview text and the sender
Once your email has arrived in their inbox, you need to distinguish yourself. You need to make it stand out from the unread messages, and to do that, consider the preview text of the content , also called preheader text .
Don't forget to reserve the most important part of your communication for the top left of your email. Firstly, a personalised greeting, which will help to generate trust and, if you are going to offer content – webinar, report, activity… – try to place its link at the top of the email so that it is easy to access.
In addition, you have to motivate them from the first visible elements of the email. One of the key points is that the sender is recognizable or easily identifiable . This generates trust in the recipient.
Therefore, to attract the attention and convince a finance directors email list professional buyer – informed, very busy and who receives hundreds of emails a day on different subjects – you have to pass the interest filter in their inbox . What we want is for our buyer persona to open, read and act on our industrial marketing email.
To get to that inbox, keep in mind that the first screening will come from their email server. Be careful not to end up in their spam box ! There are ways to avoid it .
Please note the preview text and the sender
Once your email has arrived in their inbox, you need to distinguish yourself. You need to make it stand out from the unread messages, and to do that, consider the preview text of the content , also called preheader text .
Don't forget to reserve the most important part of your communication for the top left of your email. Firstly, a personalised greeting, which will help to generate trust and, if you are going to offer content – webinar, report, activity… – try to place its link at the top of the email so that it is easy to access.
In addition, you have to motivate them from the first visible elements of the email. One of the key points is that the sender is recognizable or easily identifiable . This generates trust in the recipient.