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Marketing Emails and The Power of Endorsements

By Darren Pierce on Jul 17, 2013 6:00:00 AM


How long does it take you to write a marketing email? How often does it get read?

The average open rate for B2B marketing emails across all industries is about 20%. However, when you’re emailing an eCommerce prospect for the first time, there is a good chance it will end up in the trash. If you want to get your open rates up to the industry average, or better, turn potential leads into happy customers, there is one crucial ingredient to keep you in the game: product endorsements.

B2B Email Endorsements

How many times have you been enticed to look in a restaurant window, only to be disappointed by the lack of patrons inside? People say they want to be trendsetters but rarely want to be the first to try a new product or service. The best way to get a new prospect to open and read your marketing email is an introduction accompanied by an endorsement. But first, there are a few things to consider.

1. Get permission

You should always ask your clients for permission to use their endorsement when reaching out to new prospects. It is not only polite but builds trust and can lead to greater collaboration in the future. It is also a great way to get referrals and find new leads.

2. Work with your existing connections

Start with the clients you know best and have worked with the longest. Ask the client if they have colleagues that might be interested in hearing about your product or service, and send a quick email to let them know you have mutual friends that have already benefited from it. Keep your email soft on selling and focused on a first introduction.


My name is John Doe. I’m the founder of Doe Design.

Mr. Smith indicated that he’s a colleague of yours. He mentioned you’ve been interested in website design. I would like to share this eBook containing a few basic points on a design that converts. Mr. Smith found it useful.

Thank you,

John Doe

Keep it short and sweet, and offer them something they might find useful, like an eBook or white paper. This shows that you are more interested in helping them than you are in helping yourself.

3. Branch out

Non-related endorsements can work as well. The recipient may know your client but is likely not a friend or colleague. In this case, you still need to get permission from one of your clients to share their name (and company), and include more information about the product or service (but not too much).


My name is John Doe. I’m the founder of Doe Design.

Brands are finding website design to be a critical component of online marketing success.

Our client, [Big Name Client], found that with our help his website was able to improve conversion leading to more sales.

[Big Name Client Quote]

I would also like to share this eBook containing a few basic points on a design that leads to conversion, which Mr. Smith found useful.

Thank you,

John Doe

You’re still using an endorsement to make an introduction, but more as a general social proof. The information you include about your brand should be benefit-oriented and casual, not salesy, and should still end with the same content offer, but almost as an afterthought.

Endorsements can make or break your email marketing campaign but use them wisely. Choose endorsements that will best resonate with new leads and always remember, endorsements are about making connections, not closing sales. With a little strategy and a lot of patience, you’ll be surprised how quickly you can turn your new connections into cold, hard cash.

Written by Darren Pierce

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