- 01
Start with a well-targeted list
Conversion is decided before you write a word. Segment by industry, region and company size so every recipient is a potential customer.
- 02
Warm up and protect your domain
Send from a separate subdomain, set up SPF, DKIM and DMARC, and ramp up volume gradually to stay out of spam.
- 03
Write subject lines like a colleague
Short and specific beats clickbait. Example: "quick question about your Gothenburg office".
- 04
Open with them, not you
The first line should show you understand their business. Skip "My name is…".
- 05
One email, one ask
End with a single, simple call to action – a 15-minute call or a yes/no question.
- 06
Keep it under 120 words
Busy decision-makers skim on mobile. Short paragraphs, no attachments, few links.
- 07
Personalise at scale
Use variables beyond first name: city, industry, company size or a relevant event.
- 08
Write in Swedish to Swedish companies
Local language and local references build trust and get more replies.
- 09
Follow up 2–4 times
Most replies come after the first email. Space follow-ups 3–5 days apart and add new value each time.
- 10
Send at the right time
Tuesday to Thursday mornings tend to work well for B2B. Avoid July and major holidays.
- 11
A/B test one thing at a time
Test subject lines, openers or calls to action separately and measure replies – not just opens.
- 12
Make unsubscribing easy
A visible unsubscribe link keeps you compliant and protects your sender reputation.
- 13
Combine with direct mail
A physical letter before the email sequence makes your name familiar and lifts response.
Measure what matters
Open rates are increasingly unreliable due to privacy features in email clients. Track reply rate, positive reply share, booked meetings and revenue per campaign instead.