How to write a B2B marketing email that works

One of the most common questions I’m asked by B2B copywriting training delegates is what tips and secrets I have for writing effective marketing emails. After all, as a professional B2B tech copywriter, I must know the words and formats that transform open rates and clickthroughs, right?

Sadly, it doesn’t quite work like that. While there are often reports about the impact of certain words, character counts, and the like, these tend to be self-defeating. As soon as a trick becomes best practice, it stops standing out, so it stops working.

But while there aren’t any silver bullets, there are four key principles I try to stick to when writing emails during my day job at Radix Communications. They seem to work well for our clients – and for our own marketing emails, too.