Write emails that actually get read

The average B2B buyer deletes or ignores two hundred messages a week. I used to be part of that problem, blasting feature lists that even I would not read. Everything changed when I rewrote each nurture email as if I had to read it myself on a phone at 07:00. Opens climbed, replies doubled and booked calls followed.

This chapter distils those lessons. You will send one clear message per email, craft subject lines that earn the click, write copy that feels like a human favour and close with micro calls-to-action that move the conversation forward. Follow the framework and your nurture sequence will stand out in even the busiest inbox.

First, promise the reader just one thing per email and deliver it quickly. Choose the single takeaway before you draft anything else. It might be a two-minute tutorial, a data point that reframes their problem or an invitation to a tool. If you catch yourself adding a second idea, save it for the next send.

Put that takeaway in the first two lines so it shows in the preview pane. Skip opening flourishes like “I hope you are well.” Busy readers scan the first sentence and decide in seconds whether to continue.

End with a short recap that repeats the takeaway in fresh words. Reinforcement helps when people skim. One message sets the stage for a subject line that must signal the same focus, which we address next.

A subject line succeeds when it makes the right buyer curious without feeling tricked after the click. Keep it under fifty characters so mobile apps show the full phrase. Lead with the benefit, not the format: “Cut demo no-shows in half” beats “New case study available.”

Add a qualifier that narrows the promise to your ideal customer profile. “Cut SaaS demo no-shows in half” tells consultants to skip and product marketers to open. Relevance cuts through volume better than personalisation tokens alone.

Test two lines at a time inside your automation tool. Rotate only one variable—benefit wording or qualifier—so results stay clear. A strong subject line draws attention to the body, where value and genuine tone must hold it, discussed next.

Write as if you are speaking to one person in a corridor between meetings. Use first-person singular and contractions: “I have mapped three fixes” reads faster than “We have identified.” Break long thoughts into one- or two-sentence paragraphs to create white space on mobile.

Lead with value that stands alone even if the reader never clicks a link. That could be a step list, a ready-to-copy template or a chart screenshot. Giving away something useful earns permission for the next send.

Show empathy without flattery. A line like “Chasing sign-off from four stakeholders is brutal, here is a shortcut” proves you understand their context better than “As a busy professional you will love this.”

Wrap up with a personal sign-off that matches your brand voice. I normally end with “Hope it helps, Ewoud” to remind readers a real person wrote the email. With value delivered, invite the smallest possible next step using micro CTAs, explored in the following section.

A micro call-to-action asks for a low-friction response that signals intent and keeps dialogue alive. Examples include replying with a single number, clicking to view a two-minute demo or choosing among two options in a poll. Avoid “Schedule a forty-five minute call” unless the reader has shown deep intent.

Phrase the CTA as a benefit, not a command. “Grab the checklist here” feels lighter than “Download now.” Use a plain-text link or a simple button with a clear label. Multiple CTAs confuse; include one primary action and, at most, a soft link in the footer.

Track micro CTA clicks or replies to trigger the next flow automatically. When someone completes the action, remove them from the current sequence to prevent overlap and keep nurture relevant.

One focused message, a relevance-driven subject line, human value-first body copy and a micro call-to-action turn any nurture email into a conversation starter rather than inbox noise. Together these elements lift open rates, unlock replies and guide prospects towards the next logical step.

Apply the framework to your next send. Draft the single takeaway, test two subject lines, write copy that earns the scroll and finish with one small ask. Measure results, refine and repeat—your nurture engine will improve with every cycle.