5 terms my clients know that can improve your email marketing conversions

I have a special way of speaking, both generally and about emails (you may have heard/read me saying “For the love of pasta”, “Speak now or forever hold your peas”, and “Keep your eyes and bananas peeled” before).

Today is a fun day when I slam open the Yuval dictionary and give you a peek into how I explain new concepts to my newest B2B client so we can find their next 6 figures in revenue hidden in their list.

MB2BLC

Which stands for “Make B2B Less Corporate”.

Remember, unless you’re advertising an Apple or a Patagonia product, even the most butt-clenched people buy from other people they know, like, and trust.

So why do B2Bs still insist on “sounding” like a terrible, unedited version of something that ChatGPT will spit out?

Trigger events

Also known as the smartest and easiest way any company can build its ethical email strategy.

I wrote more about it here.

The “So What Test”

An important threshold that most emails don’t even bother getting to. Also known as “what’s in it for me”.

Every email (or anything you share, really) needs to pass the “So What Test”.

So what if you have an event to promote? Why would your reader care? Are we announcing it because we need to sell more tickets (duh), or because by being there, your subscribers could solve their #1 burning challenge in their businesses?

If it doesn’t pass the “So What Test”, we don’t even bother writing it.

For shits and giggles, this email passed my “So What Test” (arguably the harshest one out there) because I know that even if you used just 2 out of 5 of these terms/test/approaches for your business, your emails will drive more results for your business.

What's your edge?

The newest way for me to introduce Fun (a crucial part of my F.A.N framework) into clients’ email marketing.

Every business out there has an edge, but many of them are afraid of sharing it in public - in many cases, because no one else seems to do it, and no one likes to be “the odd one out”.

Then again, their email marketing program isn’t working… So is there a real risk by strategically testing out something new?

The funny thing I find is that when you talk to the people behind these established businesses, you discover that they have such a cool way of doing things and serving their clients. 

So showing their edge has everything to do with their real, authentic, down-to-earth sides of the people behind it (remember, MB2BLC?). 

Zig when everyone else zags

I think I held off for far too long here and it’s time to face the music and say it as it is - 

Most B2B emails out there are still, somehow, surprisingly… complete and utter horseshit.

You know what I’m talking about - a long, curated scroll alternating between “look how great we are” and “we’re behind on our quotas this month so buy from us now pretty please”.

And while it may still work for some audiences/industries/niches, a lot of subscribers already have email fatigue and are completely desensitized to these types of newsletters.

The solution here is simple - zig when everyone else zags. 

Go more personal, more human. Commit to testing a new approach with your emails. Make them so different from your competitors for a quarter or two so that your subscribers (clients), the ones you actually want to have, won’t be able to ignore your emails anymore.

Heck, send your subscribers the emails you would’ve wished to see and enjoy receiving in your own inbox.

Give it a try.

Want to find the 6-figure revenue hidden in your email list? This is how I can help you uncover it.