Today we bring you a Belgian B2B example. The business side of Flemish telecom company Telenet came up with an original offer for entrepreneurs and managers that don’t have a lot of time.
1 First, let’s have a look at the header, which incorporates the recognizable logo. With just one single addition: “Business”. They stay away from including any distractions that could influence the busy reader. The message it’s clear: “it’s us and this is a business email”.
2 Next, we immediately land on the message of this email. Not more than two sentences, starting with the most important words. In big bright letters. You can catch the goal, the message of this email in one glance, without having to take out your glasses. Every busy reader that quickly scrolls through his messages on a smartphone or tablet has been able to see and read it. Currently more than 60% of opens in B2B happen on a mobile device.
3 Here we find our doodle. The name of the package that business clients usually already have (Fluo) – it’s clearly an upselling email – combined with another package that has been communicated al lot already, gives you free calls. And this is all explained, not in a text, but with a simple and fun doodle. People don’t have to read any further to get what the goal of this message is. It’s also an image that generates curiosity. Also pay attention to the highlighted line on the product name.
4 Next, they use the principle of repetition, to really let the message resonate with the audience, but they add another service element. There is a dedicated helpdesk ready to answer the questions of business customers. They explain that in yet another doodle. They use icons that create recognition, even without the context of this message. Every message comes with a short text in a biffer font, with a line of fluo. You don’t have to make an effort to understand the underlying message of this email.
5 And finally we have arrived at the call to action. Even here they choose their own approach. First you’ll find the classic CTA, with a link to the website. The message in the CTA is clear, you can go choose a formula that fits your needs. But the second CTA steers clear of the classic digital action. They insert a phone number where someone is waiting on you to help you find the best formula, which could be the quickest way to conversion in this case.
Because if you read this message on your smartphone, the email software will recognize this as a phone number. So you just need to touch and you are connected with the service desk. Very neat for those 60% of business users that read your email on their smartphone. What do you do when you have some time? Converting in an email?
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