Let’s cut to the chase: most emails suck. They get sent, forgotten, or—worse—ignored. 

But there’s good news: writing emails that grab attention and spark responses is possible (it just takes a little more effort.) If you’re tired of seeing your emails collect dust in inboxes, these tips will help you write messages that not only get opened but also get a reply.

Let’s dive in.

Email Benchmarks: What Should You Aim For?

So, you’re sending emails. Great start. But what’s next? Are people actually opening them, or are they disappearing into the void of unread inboxes? Let’s check the stats.

According to Campaign Monitor, here’s what “average” looks like for all industries:

• Average open rate: 17.92% (not bad, but let’s aim higher).
• Average click-through rate: 2.69% (yes, this is normal).
• Average unsubscribe rate: 0.17% (we’ll call that a win).
• Average click-to-open rate: 14.10% (a solid “opened and mildly interested”).

These benchmarks are a helpful starting point, but they’re just that—a starting point.

Want to take it even further? Learn how to craft emails that don’t just sit in inboxes but actually get opened, read, re-read, and even replied to.

Keep reading to find out how.

1. Do Your Research

We get it—automation is tempting. But sending the same email to everyone on your list? That’s a missed opportunity. Take the time to learn about your audience and personalize your message. It works—Campaign Monitor reports that personalization boosts open rates by 26%.

So, how do you make it personal?

• Start small by adding the recipient’s name.
• Go a step further by offering helpful, relevant information. This might mean building buyer personas and crafting thoughtful, targeted content.

Want to take it even further? Dive into audience demographics and use that data to create dynamic, customized emails that truly resonate.

2. Work on Your Subject Line

The quickest way to boost your email open rate? Improve your subject lines. It’s a balancing act—make them interesting, but not over-the-top.

Here’s how to craft better subject lines:

• Keep it clear and concise. Aim for about eight words, according to Retention Science.
• Describe what’s inside. Give readers a reason to open your email in just a few words.
• Use action words. Swap out excessive exclamation points and caps for verbs like “visit,” “get,” or “follow.”
• Personalize it. Adding the recipient’s name can grab attention and make your email feel personal.

In short, keep it simple. The goal is to hook readers into opening, reading, and clicking through—without trying too hard.

3. Don’t Overlook the Preview Test

Most email clients show a preview of your email’s body text, giving you up to 60 characters to hook readers before they even open the email.

This is prime real estate, so make the most of it! Use it to give a quick, enticing glimpse of what’s inside. A strong preview can spark curiosity and increase your chances of getting the open. Think of it as the “teaser” for the content that follows – short, sweet, and attention-grabbing.

4. Make Your First Sentence Engaging

Once your email is opened, you’ve got just a couple of seconds to grab your reader’s attention. The first sentence is critical – it sets the tone and determines whether they’ll keep reading or move on.

Start with something that hooks them immediately. For example, “90% of marketers say this tool is a game-changer” or “Here’s how you can boost your ROI by 50%.” Offering stats or compelling statements can pique curiosity and make them want to know more.

Remember, your goal is to spark interest right from the start, so make that first sentence count!

5. Be Specific with What You’re Asking

No one likes uncertainty, especially when it comes to emails. With only a few seconds of your recipient’s attention, clarity is key. If your email’s purpose isn’t obvious right from the start, they’re less likely to engage.

So, if you need something – whether it’s feedback, a click, or a reply – be direct about it. Don’t beat around the bush. For example, instead of “Let us know your thoughts,” try “Click here to share your feedback.”

On the flip side, if your email is purely educational, avoid making any promises or giving the impression that there’s an immediate action required. Keeping things clear and to the point ensures your message hits home.

6. Keep Your Email as Short as Possible

It might be tempting to share everything, but remember: less is more. Your recipients likely don’t need every single detail. The goal is to get to the point quickly and keep the email concise.

If you need to convey important information, make sure it’s clear and direct. Skip the fluff and focus on what truly matters. A clean, straightforward email increases your chances of engagement without overwhelming your audience.

7. Skip the Small Talk

Small talk is a time-sucker. If it doesn’t add value or align with the message of your email, cut it. Your readers are scanning your email with one goal: to find the relevant content. If you bog them down with unnecessary words, they’ll tune out.

The purpose of your email is simple: engage, encourage action, and (hopefully) convert. Extra filler doesn’t help. Keep it sharp to keep your audience hooked.

8. Highlight the Most Important Parts

Formatting your email for easy reading is essential. Use headings to break up the content and draw attention to key points or calls to action (CTAs). Adding white space between sections helps the reader subconsciously identify what matters most. By visually guiding them, you make it easier for your recipients to digest the information and remember what’s important.

9. Make Your Links Friendly

Links in your email should be easy to find and compelling to click. Avoid vague text like “click here.” Instead, use anchor text that gives readers a reason to click—such as offering interesting facts or details followed by a link. 

Pro-tip: CTA buttons are often more effective than hyperlinks at encouraging clicks.

10. Use Bullets to Make Your Email Easy to Scan

Bullet points are your friend. They make it easy for readers to scan and highlight essential information. They also add more white space to your email, making it more digestible. Use bullets for lists, such as software features or key points, to keep your content organized and readable.

11. Use the Word “You”

Speak directly to your audience by using “you.” This makes the email feel personal and relatable, positioning you as someone guiding them through important next steps. Using “you” creates a sense of connection, making your message feel more authentic—like it’s coming from a trusted friend or colleague.

12. Add Facts

Stop guessing—use facts and data. Give your subscribers something of value by backing up your claims with stats, research, or case studies. People like solid, interesting information. Just make sure to link to your sources so your credibility doesn’t come into question.

13. Add an Email Signature

Make your emails feel personal, and that includes a custom email signature. Let your readers know who’s behind the message. A good email signature should include:

• Your name and contact details (keep it neat)
• Your photo or company logo to build trust
• Social media icons that link to your profiles for engagement
• CTAs or promo banners with links to your latest content or offers

Use email signature generators like MySignature.io or Newoldstamp to build a signature that fits your brand. If you’re managing a team, these tools make it easy to standardize signatures across employees for brand consistency.

14. Consider Using Images

Images are fine—just keep them under 50 kB. People expect links, so make sure images are hyperlinked, and add alt text in case the image doesn’t load. A good image strategy can make your email pop.

15. Double-check Attachment Names

Be specific with file names—“document.pdf” is a no-go. Try something like “winter-sales-report.pdf” for clarity. And don’t forget to mention any attachments in the email body so your recipient knows exactly what they’re getting.

Wrapping Up

To create an email that grabs attention and sparks a response, think about what emails you’d personally want to read and engage with. Here’s a quick reminder of key tips:

• Understand who your recipients are.
• Craft a subject line that’s clear and under 10 words.
• Hook your readers from the very first sentence.
• Be specific—avoid ambiguity.
• Skip small talk and stick to useful, relevant information.
• Use headings, CTA links, or buttons to highlight key points.
• Bullet points make content scannable and digestible.
• Speak directly to your readers using “you.”
• Match your tone and language to your audience.
• Use a professional email signature to personalize your emails and promote your content.
• Keep images small to avoid slow loading times.
• Ensure attachment names are clear and relevant.

For more tips, check out our guide to email marketing that works.

Follow these tips, and you’ll see better engagement with your emails.

With that being said, however, we know cold emailing isn’t easy—which is why we’re here to help. Interested in learning more about how we help our clients? Read on to see how we shorten sales cycles for our clients (using email marketing and more!)

Interested in learning more? Check out our guide: Your Email Marketing Sucks… Here’s How to Fix It.

B2B marketing is changing fast, and companies are finding all kinds of new ways to reach clients and stand out. 

The focus? Making marketing feel more personal and less like a hard sell. These shifts are all about connecting with people in smarter, more genuine ways—and they’re set to make a big impact in the next few years.

If you’re looking to keep your business ahead, here are ten trends worth watching.

1. Podcasts Are Booming in B2B

Podcasts are no longer just for entertainment—they’re now a big deal in B2B marketing too. With businesses like HubSpot seeing millions of downloads for their podcasts, it’s clear that companies are tuning in. 

In fact, Edison Research reports that podcast listening has more than doubled since 2014. How can you use podcasts to get in front of B2B customers?

You have two options: create your own podcast or you can advertise on podcasts that your target customers listen to. 

2. LinkedIn is Making a Comeback

People are doubling down on LinkedIn. Searches for “LinkedIn followers” have jumped 143%, and businesses are seeing its value for B2B marketing more than ever.

LinkedIn might not be the next TikTok or a one-size-fits-all platform like YouTube, but for B2B, it’s tough to beat. It’s the only major social network purely focused on work and business—meaning that your clients aren’t just “on” LinkedIn, they’re in the right mindset for professional content when they’re there.

Why the resurgence? First, LinkedIn has added new features to keep things fresh. Video posts, for example, give users a way to connect in a more dynamic, engaging format.

Another reason: LinkedIn’s organic reach is still strong. Posts here tend to get more visibility compared to platforms like Facebook or X (formerly Twitter), meaning content goes further with less effort.

3. Video Is Still on the Rise

A study found that 92% of marketers see video as essential for their marketing efforts—and it’s not hard to see why. Video is versatile and can reach B2B audiences in all kinds of ways, including:

• YouTube videos
• Facebook Live streams
• Webinars (live and recorded)
• LinkedIn videos
• Explainer videos

There’s no one-size-fits-all approach for B2B video marketing. It really comes down to what your business offers and where your customers spend their time online.

Successful B2B companies often use video in multiple ways. For instance, Business Insider has built a strong presence on YouTube, reaching their audience with a steady stream of valuable content. The key takeaway? Try different formats to see what connects best with your audience.

4. Content Marketing Is Getting Competitive

Content marketing has been a staple of B2B marketing for years, but over the last few years, its popularity has really skyrocketed. That’s made the space more crowded and expensive.

According to the Content Marketing Institute, 56% of B2B marketing teams are investing more money into content creation. A big part of this budget is aimed at scaling up production, but a significant portion (36%, to be exact) is being spent on making sure their content stands out in a crowded market.

So, how can businesses create B2B content that actually drives traffic?

BuzzSumo recently analyzed 50,000 B2B articles and uncovered some important insights about what makes content successful. Their findings?

• Evergreen topics tend to get more shares and keep performing better over time compared to trendy news items.
• Content with specific headline phrases, like “The future of…” performed the best.
• Long-form content (more than 1,000 words) got more backlinks, shares, and engagement than shorter pieces.

In short, the more relevant and detailed your content, the better it will perform.

5. AI Tools Are Boosting Ad Campaigns

Artificial intelligence is starting to change how B2B businesses run their PPC ad campaigns. Take Google’s “Smart Bidding” feature, for example. Over the past decade, search interest in Smart Bidding has surged by 3,700%.

Smart Bidding automates much of the work involved in managing a Google Ads campaign. By analyzing numerous variables simultaneously, it can often optimize ad spending more effectively than humans.

That said, human input remains essential. AI isn’t yet capable of crafting compelling ad copy or designing eye-catching creatives from scratch. However, as ad platforms continue to integrate AI into their offerings, more B2B businesses are likely to leverage this technology to enhance their PPC campaigns.

6. Chatbots Are Becoming Essential

Chatbots might’ve seemed like a trend when they first appeared, but they’ve clearly become a key tool in B2B marketing, especially for turning website visitors into leads and sales.

They’re now a common feature on many B2B websites.

Why? Because chatbots help with “the last mile” of marketing. Here’s how it works:

You’ve already brought someone to your website through a piece of content or an ad. They’re checking out your plans and pricing pages. But a lot of visitors still need that little “nudge” to take the next step.

Sure, you could hire a 24/7 support team to handle live chat, but that can get expensive.

This is where chatbots come in. While they may not act exactly like a human, they’re infinitely scalable. And thanks to AI, they learn and improve over time as they interact with site visitors.

For example, chatbots helped the B2B company SalesRabbit boost leads from their website by 50%.

But chatbots aren’t just for lead generation—they’re also great for supporting existing customers. Available 24/7, they enhance the customer experience, answering questions, handling account upgrades, and even assisting with retention marketing.

7. Marketing Automation Is Getting Simpler

Marketing automation has been a major trend in digital marketing over the past five years. Google searches for “marketing automation” have more than tripled in the last decade. 

 When implemented correctly, it can lead to higher email open rates, more clicks, and increased leads.

However, setting up marketing automation can be complex. In fact, 41% of B2B businesses report they’re not fully leveraging their marketing automation tools, and half are seeking more affordable alternatives. 

This has led many B2B companies to turn to simpler, cost-effective funnel tools. These tools offer a streamlined approach to marketing automation. One notable example is ClickFunnels, which reported an annual recurring revenue of $160 million.

8. Repurposing Content Is Key

Creating new content constantly can be exhausting and expensive, so many B2B brands are finding ways to repurpose what they already have. Got a great blog post? Turn it into a LinkedIn article or a quick video. Repurposing helps you get more mileage from the content you create without reinventing the wheel every time.

9. Customer Personas Help You Target the Right People

Customer personas are crucial for any company’s marketing, but they’re especially important in B2B. They help you visualize the exact decision-maker you want to reach. This could be a CEO, a C-level executive, or the head of IT.

Creating a persona allows you to pinpoint the right person to target, choose the appropriate marketing platforms, craft messages that resonate, and write copy that appeals to that specific individual.

For instance, ShipBob tailors its messaging to appeal directly to its target customers—direct-to-consumer (DTC) eCommerce brands.

10. Storytelling Makes Brands Memorable

Storytelling marketing has become a big focus for B2B companies, with a 69% increase in interest over the last five years.

Traditionally, most B2B marketing focuses on product features and positioning your company as the best option. On paper, this makes sense—after all, the goal is to convince decision-makers that your product is the best choice.

But in reality, it’s not always that simple. Just like in B2C, B2B decisions aren’t made purely with logic. There’s a lot of emotion behind the choices, too. That’s why more and more B2B businesses are turning to storytelling to make their products stand out, be memorable, and ultimately close deals.

Take Salesforce, for example. They use storytelling to show how their CRM truly benefits customers, making the product feel human and relatable rather than just a set of features.

Another good example is Storybrand, a company that’s seen impressive growth by helping other businesses weave storytelling into their B2B marketing strategies.

Storytelling isn’t just a trend—it’s a proven way to connect with potential clients on a deeper level, creating lasting impressions that help businesses grow.

We are not new to storytelling—if you didn’t catch that from the name of our company. In fact, it’s what we do.

We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, and shared content calendars to make sure you know what’s happening.

Looking for Help Navigating These Trends?

At Digital Storyteller, we specialize in helping businesses like yours implement cutting-edge digital marketing strategies. The goal of an outsourced digital marketing agency is to understand your business and brand voice, then share your story with the world.

Our creative team is here to bring fresh ideas to the table, building a relationship based on trust and collaboration. That’s the beauty of digital marketing—your success is our success.

For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.