The psychology behind effective email copy: Unlocking what resonates with B2B and SaaS audiences

In the world of B2B and SaaS, email marketing is a powerful tool for driving engagement and conversions. However, crafting an effective email isn’t just about using the right words — it’s also about understanding the psychology behind what resonates with your audience.

By tapping into psychological triggers such as personalization, reciprocity, and social proof, you can create email copy that truly connects with your recipients on a deeper level — ultimately leading to higher open rates, click-throughs, and conversions. This article explores these psychological principles and shows how you can apply them to elevate your email marketing strategies.

1. The power of personalization (with GenAI)

Regardless of how trivial it might seem, put that name in the subject line — we are drawn to seeing our names anywhere. Getting your recipient’s attention in a fraction of a second is a small victory in itself. But, of course, personalization goes beyond names. You must tailor your message to your recipients’ unique preferences or needs in order to create familiarity and relevance. And with artificial intelligence, personalization goes into hyperdrive.

It can analyze vast amounts of client data by processing internal sources, such as historical transactions, emails, chats, and whatever you have in your CRM, and external sources, such as social media interactions, cookies, and other online public footprints. You should thus learn how to use GenAI in email marketing. For starters, learn how AI can automate, optimize send time, and personalize subject lines.

For B2B and SaaS audiences, personalization means showing them industry-specific case studies or relevant product features. This dynamic content allows you to offer personalized offers, recommendations, and even subject lines based on your recipients' previous actions. Such strategies can make your recipients feel understood, which can significantly improve the open and conversion rates.

2. The principle of reciprocity

Reciprocity works best with top-of-funnel, abandoned carts, and lost customers. If customers are ready to buy — they are asking for a price quote, for instance — by all means, sell. But you should leverage reciprocity first for cold emails or upselling and reselling: offer value with little to zero selling. When you offer something for free, people subconsciously feel obligated to return the favor – that is reciprocity.

For example, our free email templates don’t earn us a dime, but they have given us leads down the pipeline. A cursory search of free GenAI webinars, too, will reveal dozens of free offers. Vendors know there’s a treasure trove of B2B prospects looking for GenAI resources even as you read this.

So, consider a series of educational emails that lead up to a product demo or a discount offer in your next email campaign. Reciprocity applies across niches as varied as selling die-cut printing services, accounting software, and the cheapest online masters in education. By prioritizing and providing value first,  you strengthen your relationship with your audience and increase the likelihood of conversions.

3. A sense of scarcity and urgency

So, you have created value (#2) and personalized your message (#1). Now, to push engagement, you can add another psychological layer by creating a sense of scarcity or urgency in your offer: FOMO, or the fear of missing out. People tend to act quickly when they feel that an opportunity might slip away.

(Source: Email from MarketingProfs)

Expiring deals, limited webinar seats, and limited editions easily come to mind when you think of marketing scarcity and urgency in B2B or SaaS. They are proven to work and are thus widely adopted. But be intuitive – the scarcity should lead to more business and not, down the road, limit it.

Look at your offers, and think of unique ways in which you can add a layer of scarcity here and there. For instance, inviting a group of beta testers for early access to new features sounds exclusive; in fact, it allows you to shortlist at once the prospects who are interested in your product.

However, a disclaimer: urgency must feel authentic. Overuse it and you might erode trust and destroy your credibility. Be clear about deadlines, but ensure that your offer is genuinely scarce.

4. Social proof: The bandwagon effect

Social proof in B2B and SaaS works differently from consumer marketing. While both enhance trust and boost a seller’s reputation, it has to be handled with logic, data, and credibility in B2B. Do less with emotion and aspirational messaging, which only works in B2C. Instead of outright celebrity endorsements and the likes, B2B social proof focuses more on your customers’ discussions of the business impact, ROI, and solutions offered by your product.

(Source: Stripo)

Where can you get these testimonials? You can solicit them from your happy clients (throw in an incentive or two). You can scour third-party review sites for positive mentions of your product. In fact, 92% of consumers prefer reading online reviews before buying. You can conduct a mini-survey or set up a feedback form on your website and social channels.

Here are more ways:

• write case studies;
• incorporate user statistics in your message;
• highlight industry recognition and awards;
• mention big clients.

What you should not do, however, is fake social proof — a quick route to losing your reputation.

(Source: Research.com)

You may already have social proofs like these on your site, so mentioning them in your email messages can boost your trust and reputation.

5. The psychology of colors in email design

While B2B buyers use rational thinking to make decisions, they are, at the end of the day, individuals influenced by psychology. And colors play a subtle role in email design. The generally accepted connotations of basic colors are as follows:

• blue — trust, professionalism, and stability (e.g., IBM);
• green — health, growth, and sustainability (e.g., Whole Foods);
• purple — creativity and innovation (e.g., Adobe);
• red, orange — urgency, enthusiasm, and energy (e.g., Coca-Cola);
• white — purity and cleanliness (e.g., Apple).

These connotations are, of course, not set in stone. But they do work. For instance, using red or orange in CTAs makes sense. Hospitals prefer white and blue. Eco-friendly brands usually go for green.

Well-designed emails use contrasting colors for readability. For instance, having dark text on a light background enhances the readability of the text. Also, to create a seamless and effective user experience, ensure that your color choices are consistent and intentional.

(Source: Email from HubSpot for Startups)

6. Compelling subject lines

Compelling subject lines can pique your recipients’ curiosity by creating information gaps: when something is left unresolved, people are wired to seek answers. So, employ powerful words and emotional triggers to draw your recipients in — “exclusive,” “limited,” or “urgent” are some words capable of generating interest and prompting action. Emotional triggers, such as excitement or FOMO, can also enhance engagement.

A/B testing your subject lines is crucial. Experiment with different lengths, tones, and word choices to discover what resonates with your audience. Test variables such as personalization, urgency, or humor and measure which version drives higher open rates. Craft subject lines that spark interest while remaining authentic to your brand’s voice.

For instance, a B2B SaaS company might test two subject lines: a generic one like “Explore our new features” and another one with urgency like “Last chance: Access your free trial now.” The latter subject line could potentially lead to a significantly higher open rate, illustrating how emotional triggers might effectively capture attention.

7. The art of storytelling in email copy

Stories engage the human brain by creating emotional connections and making information memorable. People relate to narratives because they mirror real-life experiences and challenges. You can incorporate customer success stories to demonstrate how your product or service has made a difference in their lives. Share relatable anecdotes that reflect your audience’s pain points or goals. Such an approach humanizes your brand and fosters a deeper connection. You can apply storytelling in lead generation, upselling, and customer onboarding, among others.

For example, rather than just listing the features of a product or a service, send a series of case studies that illustrate how different clients overcame specific challenges using your solution. Using storytelling techniques, you can transform your dry data into compelling content, one that resonates emotionally with your audience and renders your messages more impactful and persuasive.

In the example below, instead of discussing its security features, the vendor opted to tell a story to make it more relatable to complacent companies.

(Source: Email from Story Collaborative)

8. Cognitive ease and the power of simplicity

Cognitive ease is the idea that people prefer easy-to-process information: simple, clear messages demand less mental effort and resonate more effectively. Stories fit this principle well, as they naturally engage our brain by weaving information into a narrative that is easier to follow and remember. You could thus consider incorporating customer success stories and relatable anecdotes in your email to enhance this effect.

For instance, sharing how a client successfully used your product in a real-life scenario will make your email more relatable and memorable. Check out Slack’s campaign So Yeah, We Tried Slack. While technically a social video campaign, Slack’s approach might as well be a direct response strategy showcasing a series of actual companies narrating how they’ve solved remote collaboration issues with the product — narrating their stories, not informing you with stale metrics. For enhanced engagement, the video also uses a funny tone that is reminiscent of The Office sitcom.

Such an approach builds emotional connections by demonstrating tangible benefits. If you, instead of offering a straightforward list of features, narrate a story to your recipients about how your solution helped a client streamline their workflow, it could likely increase engagement.

(Source: Email from HubSpot for Startups)

9. The psychology of persuasive call-to-actions 

Understanding psychological principles such as loss aversion and the endowment effect can greatly enhance your CTAs. Loss aversion suggests that people are more motivated by the fear of losing something than by the prospect of gaining something. You can leverage this by emphasizing what recipients might miss out on if they don’t act, such as “Don’t Miss Out on 30% Savings — Act Now!” The endowment effect means that people value what they already have more than potential gains. You can thus craft CTAs that make your recipients feel that they are gaining access to something valuable they don’t yet have — for instance, “Get Instant Access to Exclusive Resources.”

Here are more tips on crafting CTAs:

• create action-oriented and benefit-driven CTAs. Use strong, direct language that prompts immediate action, such as “Claim Your 20% Discount Now,” “Start Your Free Trial Today,” or “Discover How We Can Help.” Such CTAs highlight the benefits and outcomes, making them more compelling than generic options like “Learn More,” “Click Here,” or “Submit”;
• work on placement and design. Position your CTAs where they naturally fit within the email flow, ideally above the fold and, if necessary, in multiple spots;
• mind the visual. Use contrasting colors and large buttons to make CTAs stand out.

10. Building trust through consistency and authority

Brand consistency in email is crucial for building trust. When your emails align with your brand’s voice, style, and values, your recipients will easily recognize and remember your content. This consistency reinforces your credibility and fosters a sense of reliability.

Establishing authority through thought leadership content can further enhance trust. For instance, Research.com helps aspiring college students choose a career path and assists researchers in staying updated with academic trends. By consistently publishing detailed guides, expert analyses, and trend reports, Research.com positions itself as a go-to resource for career advice and academic insights. The regular delivery of high quality, expert-driven content establishes the brand as an authoritative figure in the education and research sectors.

(Source: Research.com)

Build trust by building authority. Research.com emails conference alerts to its intended audience, a tactic to build its reputation as a go-to resource for researchers.

Incorporating trust signals and security assurances in your email copy also reinforces credibility. Include elements such as secure payment icons, privacy policies, and customer testimonials. For example, a CTA like “Secure Checkout” alongside recognized security badges reassures your recipients about the safety of their information. These elements help mitigate concerns and establish a sense of security, making your recipients more likely to engage with your content and take action.

(Source: Shopify)

Wrapping up

Mastering the psychology behind email copies can transform your marketing campaigns. From leveraging personalization and the principle of reciprocity to harnessing social proof and crafting compelling CTAs, each principle offers unique ways to connect with your B2B or SaaS audience.

When thoughtfully used, these tactics build trust, foster relationships, and inspire action. To maximize your results, continuously test and refine your approach based on what resonates most with your audience. By implementing these insights, you’ll be well on your way to creating more effective and impactful email marketing campaigns that drive lasting success.