DOs and DON’Ts when writing outbound B2B email

*Writing B2B email is an important part of the “How to set up your Startup B2B Sales Process in 3 weeks” series.


Usually, when we talk about writing outbound B2B email we have two main components. The subject line and the body of the email.

The subject line is the only way you can grab the attention of your prospects triggering them to open and read your email. 

Some DOs and DON’Ts about your B2B email subject line:

  • DON’T talk about yourself and your product instead use keywords that speak to your prospect about a problem or opportunity they are missing.
  • Keep it short and to the point, DON’T use more than 4-6 words 
  • DO Try and incorporate some variables like using your prospects First Name, Location, Company or Industry
  • DON’T use spammy words like help, free, or any emojis
  • DO think about using some kind of a number. It can be an hour like Meeting on Friday at 13:00 or data that is relevant like 46% of salespeople quit too early.

Some DOs and DON’Ts about your email body:

  • DON’T talk about your company or product first. Instead, use keywords and talk about their problems and how you’re positioned to solve them.
  • DO provide them useful information that they could be interested in and connects to your value proposition
  • DON’T make it too long. Over 60% of emails are read on a mobile device. What are the chances of someone reading through a loooooong email from a person they don’t know on their small 5” screen? Keep the body of your email between 80 and 120 words maximum.
  • DO Use a formula when building your email. For example: By doing A and B we help C which results in D.
  • DON’T forget your call to action (CTA). It can be a soft CTA like asking a probing question “does this in general sound relevant to you?” or “do you want me to send you a case study?” It can also be a hard CTA like asking for time “Are you available for a 15-minute no-obligation introductory call on Monday next week?”

IMPORTANT: In addition to email body and subject line, serious salespeople also think about when they should send their emails by constantly asking themselves “At what time during the day do most people read their emails?”


Think about it this way. On average decision-makers receive 400 emails per day. You want to send your emails when people have the highest chance of seeing them and opening them instead of being Number 298 in their inbox and never getting open.


In the previous article of our Sales Acceleration program, you can get knowledge about How to prepare your outbound B2B sales campaign. Proceed to the next part to learn more about Linkedin Sales for Startups.

Linkedin as a sales channel for startups
Out2Bound has been acquired by MarketStar