Which messaging tones and themes in B2B prospecting emails are associated with higher lead rates? Which types of prospecting email subject lines do B2B buyers find most compelling?

To find out, researchers at Sopro analyzed more than 97.9 million B2B prospecting emails and surveyed 400 B2B buyers.

The researchers found that the messaging tones and themes with the greatest positive impact on B2B prospecting email lead rates (the share of recipients who become leads/take action) are prior contact, assurance, explaining, and collaboration.

The researchers found that the messaging tones and themes with the greatest negative impact on B2B prospecting email lead rates are action, pain points, and solutions.

The researchers found that B2B prospecting emails tend to be met with out-of-office replies most often in August.

B2B buyers say the types of subject lines for prospecting emails that they're most likely to open are those that are personalized and those that include an offer.

About the research: The report was based on data from an analysis of more than 97.9 million B2B prospecting emails as well as a survey of 400 B2B buyers.