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B2B Email Marketing: Strategies, Examples & Best Practices

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B2B Email Marketing, Strategies, Examples and Best Practices

Are you looking to enhance your B2B email marketing efforts to convert more leads into customers? Do you aim to leverage B2B emails to boost customer retention and drive revenue?

For many business-to-business (B2B) companies, email marketing is the cornerstone of their digital marketing efforts. In fact, half of US B2B marketers acknowledge that email marketing significantly impacts their overall multichannel marketing strategy. 

To achieve optimal outcomes, it’s crucial to approach your B2B email campaigns with a focused, goal-driven strategy. In this article, we will guide you through how to develop and execute B2B email marketing strategies and their best practices. We will also present an example of some businesses that have amazing email marketing strategies.

🔑 KEY HIGHLIGHTS

  • B2B email marketing is the process of sending emails to promote goods or services to other businesses rather than individual consumers.
  • Some of the B2B email marketing strategies include creating compelling subject lines, creating informative content, personalizing emails, building your email list, and email automation. 
  • Some of the best practices for B2B email marketing include segmenting, personalizing emails, creating valuable subject lines, using CTAs, being conversational, and validating emails.
  • Slack, LinkedIn, Hubspot, Salesforce, Dropbox, Mailchimp, Asana, and Zendesk are some examples of products using B2B email marketing. 

What is B2B Email Marketing?

B2B email marketing is a type of marketing in which one organization or business uses email to communicate with other organizations to advertise its goods, services, and brands. Unlike B2C (business-to-consumer) email campaigns, B2B email marketing targets business professionals rather than individual consumers. 

B2B emails typically include informative newsletters, product updates, event invitations, and business proposals. The goal is to build and nurture business relationships, generate leads, and facilitate sales among businesses. Effective B2B email marketing should focus on addressing the specific business needs of the target audience, providing valuable solutions, and fostering long-term partnerships.

Why does a B2B Business Need a B2B Email Strategy?

A B2B business needs a B2B email strategy because email is a reliable and effective way to reach other businesses and establish strong relationships. Regular and targeted email communication helps companies share information about their products and services with potential clients, answer their questions, and provide valuable insights. This approach builds leads and transforms prospects into loyal customers over time.

Additionally, email marketing is a cost-effective strategy. It also allows businesses to track the performance of their campaigns and make necessary adjustments based on feedback and analytics. A well-executed email strategy enhances a B2B company’s brand awareness, increases sales, and expands its customer base.

8 Key B2B Email Marketing Strategy 

B2B marketing strategies help B2B businesses create effective email campaigns. Hence, B2B businesses should create compelling and successful email marketing strategies that engage their audience, build relationships, and drive business growth.

Here are 8 B2B email marketing strategies you can use in your next digital marketing campaign.

1. Build Your Email List

The first step in an email marketing strategy is to build an email list. By attracting new subscribers, you can capture valuable leads and guide them further down your marketing and sales funnels.

There are several effective ways to grow your email list. The first method is offering website subscriptions, creating how-to guides like eBooks or whitepapers, promoting on social media platforms, and attending networking events. Additionally, offering a bonus, like a downloadable guide or eBook, in exchange for email addresses can be highly effective.

This approach not only increases the number of people on your mailing list but also provides valuable information from the start.

2. Know Your Audience

Customer profiling entails acquiring knowledge about the audience’s demographics, preferences, needs, and purchasing habits. It assists in creating desired content and messages that are inclined toward them in some way.

To win the confidence of an audience, there is no better way than to pay constant attention to the issue and offer product solutions they value. Targeting your audience with specific needs ensures that they will find your emails meaningful to their needs and informative.

3. Create Compelling Subject Lines

The subject line, also known as the email title, is the first element recipients notice. It plays a crucial role in ensuring your emails are opened. An effective subject line should be simple, relevant, attention-grabbing, and appealing, creating a sense of need in the reader.

In the subject line, avoid using a vague subject line such as ‘Newsletter July 2024’; instead, use a persuading one like ‘Boost Your Business Potential in July 2024’. This approach offers something to the recipient and makes them want to learn more about your proposition.

4. Create Informative Content

Creating informative content means providing visitors with valuable and beneficial information that addresses their pain points, answers their questions, and assists them in their business.

For instance, send an email with useful advice on how to increase workplace efficiency or share positive results a company in your targeted industry achieved using your products or services.

This type of content demonstrates your commitment to the readers and offers immediate solutions to their problems. This approach automatically establishes your brand as a reliable resource.

5. Personalize Your Emails

Another key email marketing strategy in B2B is sending personalized emails. In personalized emails, the company sends emails based on the recipient’s preference, previous behavior, and age group. 

To make the email even more personal and specific, use the recipient’s name not only in the subject but also in the body of the email. Start the email with a greeting that includes their first name and a comment on their organization or industry. For example, “Hello, Sarah. Let me explain how our software can help tech startups like yours manage processes more effectively.”

This approach shows your clients that you recognize their individual needs and are committed to addressing them.

6. Use Email Marketing Automation

You should also consider using email marketing automation to send emails automatically at specific intervals, depending on the subscribers’ activities. Automation allows you to handle tasks that would be extremely time-consuming if done manually. It helps streamline your B2B email campaign, reducing costs and saving time.

For instance, you can set up an automated system to instantly send emails based on their actions, like signing up for your email list, or their inactions, such as not engaging with your emails. Also, if more people are introduced to different aspects of your products and services, further follow-up emails can be sent over the next few weeks.

7. Send At the Right Time

Timing in B2B email marketing is all about when is the best time to send emails to the target audience, depending on their behavior. This entails identifying when the receiver is most likely to view the email, open it, and interact with the content. This is because the recipient will most likely be at his or her desk or workstation when receiving the email.

For instance, suppose you are an IT software company that has developed a new product for IT professionals and wants to write an email announcing the new product. Your target audience is IT professionals. And IT professionals tend to check emails before work or later in the evening.  Therefore, ensure the email is sent early in the morning to improve visibility and response from this audience.

8. Design and Use Attractive Email Templates

The last successful B2B email marketing strategy is using attractive email templates. Properly designed templates ensure that an email is well formatted and more appealing to the eye and help in email enrichment. Hence, you should choose a template that is responsive and includes branding elements such as colors, fonts, and logos. Also, it should have a clean and visually balanced design that highlights headlines, images, and call-to-action buttons. 

Moreover, your templates must be compatible with various email clients and display correctly on both desktop and mobile devices.

✅ Check Out Best Email Marketing Platforms

B2B Email Marketing Best Practices 

Email marketing is a valuable tool for B2B businesses. It provides various benefits that help increase revenue, generate leads, and build stronger customer relationships. Some of the B2B email marketing best practices are:

1. Segment Your Audience

Segmenting your audience means dividing them into smaller groups based on specific characteristics or behaviors they show. This helps you send more personalized emails tailored to each segment, which increases the chances of them taking desired actions like making a purchase or clicking on links.

For instance, if you’re selling software to both small businesses and large enterprises, you can create different groups for each. This allows you to send targeted messages addressing their unique needs, such as pricing plans that fit their business size, contributing to inspiring customer service. 

2. Personalize Your Emails

Email personalization involves including specific details about recipients in the email message. For instance, one can incorporate the recipient’s name and title, mention his/her organization or sector, and customize the information based on previous communication with the firm.

To start the email, abandon the generic greeting like  ‘Dear Customer’ and use the recipient’s first name like ‘Hi John.’ Plus, mention more details like ‘You recently downloaded our ebook on productivity tips’ to make the email more relevant and personalized to their interests. This approach helps build a stronger connection with the recipient and decreases the likelihood of customer dissatisfaction.

3. Come Up With Valuable Subject Lines

Among all the components of an email, the subject line is decisive as many people either open the email or immediately delete it after seeing the title or subject. A good subject line shows or tells the reader the return or value the sender expects them to get once they open the message. 

Hence, while writing the subject line, do not set a general subject line as ‘monthly newsletter’; instead, try to make your subject line promise value within the newsletter, such as ‘Boost Your Sales by a Thirty by Using Our New CRM.’

This subject line is urgent and tied to a particular outcome: more sales, which the recipient can read more about in the email.

4. Use CTAs

Your message should have a definite call to action (CTA). This is what you want the receiver to do after reading your message: visit your site, download a guide, sign up for a web conference, or connect with your sales team. The call to action should be bold and noticeable to grab the reader’s attention. It needs to be convincing enough to make the person perform the desired action.

For a simple product demo, try using the call to action “Schedule Your Free Demo Now” and providing a hyperlink to the scheduling page. Always provide the next step expected of the recipient and explain it in a way that would benefit the recipient.

5. Be Conversational

If you incorporate friendly and relaxed language in your emails, the recipient will be able to relate to you better. These words help establish rapport with the audience and create a relationship.

For example, avoid using phrases like, “We would like to inform you about the update that might help the performance of the teams” and use “We have some news regarding a valuable feature for your team”

Address your emails as if you are talking directly to the email’s recipient. Be informal and avoid using complicated terminology; try to be specific and mention the issues the recipient cares about.

6. Validate Your Emails

To avoid a low email open rate, make sure that you thoroughly check all the features in the emails before sending them to your list of subscribers. This encompasses examining mobile links, images, tab formats, how they are displayed, and their responsiveness.

Clear the cache and cookies, delete browsing history, and try unsubscribing and resubscribing using another email service to see how they look on different email clients, including Gmail, Outlook, and the Apple Mail programs, or even on different devices, including a computer, smartphone, or tablet.

This helps knock out the professional outlook and makes the recipient’s experience richer by not seeing broken links or proper formatting.

B2B Email Marketing Examples 

B2B companies use marketing automation and digital marketing strategies to get educational content and add value to their customers. Some of the B2B email marketing examples are:

1. Slack

Slack sends notification emails to users and administrators when a new feature is released, a new integration is available, or the company is sharing productivity tips. The main purpose of these emails is to be informative in that they seek to guide users in getting the most out of Slack for team messaging.

For instance, an email announcing a new integration with a popular project management tool, explaining how it streamlines workflow management within Slack channels.

Similarly, Slack uses marketing automation practices to send users emails informing them about the release of new features, keeping users updated on new connections, and providing guidance on utilizing new features effectively.

2. LinkedIn

LinkedIn constantly emails users to notify them about their contacts, novelties, and content suggestions. These emails bring users back to their professional network and update them on important trends.

Linkedln B2B email marketing example

For instance, an email featuring a roundup of articles and posts from connections and industry influencers encourages users to stay updated on industry developments.

Similarly, LinkedIn marketing campaigns include weekly newsletters informing you of the happenings in your LinkedIn account, including new connections, jobs posted, and your network’s most popular posts.

3. HubSpot 

HubSpot’s email marketing focuses on teaching customers about inbound marketing and how to use CRM and automation for sales. These emails also aim to establish HubSpot as an authoritative figure in the fields of digital marketing and sales.

For instance, an email from HubSpot can suggest an advanced SEO course to a user interested in SEO. This will maintain the user’s skills and attention to the HubSpot ecosystem.

HubSpot employs marketing best practices by sending personalized emails recommending courses from its academy based on the user’s past interactions and interests.

4. Salesforce

Salesforce sends promotional emails to share customer success stories, case studies, and event invites. The general purpose of these emails is to market Salesforce CRM solutions and convince the target audience to join their platform.

An example might be a sales success story in which the firm enhanced its sales funnel management using Salesforce, with associated performance indicators and results.

Salesforce uses digital marketing to advertise CRM software’s different benefits and the positive outcomes that other firms have obtained.

5. Dropbox 

Dropbox B2B email marketing aims to sell new collaboration features, additional security solutions, and new storage space exclusively for business clients. These emails seek to persuade more corporate clients to use the services offered to meet their needs.

For instance, an e-mail might describe how a recently integrated function, such as enhanced file recovery options, is significant simply because it assists users in avoiding losing important data, and as a result, it is beneficial to stick to Dropbox.

Dropbox’s marketing automation notifies users of new tools and updated products, such as better ways to share files or compatibility with other applications like Microsoft Office.

6. Snov.io

Snov.io’s email campaigns are aimed at the B2B audience, educating them about email marketing and ways of attracting new leads into their email marketing outreach platform. These emails are meant to be of some value, where you’re frequently being sent recommendations on ways to be more effective and updates on the products.

Snov B2B email marketing example

For example, an email newsletter with an article on how to increase delivery rates and new features in the Snov.io Communication tool specifically aimed at increasing the effectiveness of email campaigns.

7. Asana 

Asana provides project management tips and tricks, applications that can be connected to Asana, and productivity tips via e-mail. Its goals are to inform users about how to improve project work processes and cooperation among team members.

For example, an email could include tips on establishing specific project milestones and deadlines to help keep teams on schedule.

Asana’s marketing campaigns feature regular emails with tips and tricks for improving productivity and managing projects more effectively.

8. Zendesk 

Zendesk sends emails to its users containing tips on customer services, industry reports, and information concerning its support tools. These emails are intended to enhance overall consumer satisfaction and demonstrate the efficiency of Zendesk’s customer support systems.

For instance, an email that brings awareness to a webinar on ‘Omnichannel Customer Support: Tips and Tricks,’ where customers learn from other industries and tour Zendesk’s omnichannel support option.

Zendesk practices best marketing by dispatching subscribers of their platform with an extensive report on the current trends in customer service based on data and information gathered from users.

Conclusion

B2B email marketing is a powerful tool for businesses to build relationships, nurture leads, and increase sales. However, the success of the B2B email marketing strategy lies in the message you write in the email. Crafting emails for your B2B customers involves creating targeted messages, adding personal touches, and maintaining a professional tone. 

Successfully integrate these practices and examples to maximize the effectiveness of your B2B email marketing strategies and drive business growth. Whether you’re a small startup or a large company, email marketing helps you connect with customers, strengthen your brand, and grow steadily. 

FAQ

1. What is the best time for B2B email marketing?

The best time to send B2B emails is on working days and during working hours from 10 am to 6 pm.

2. What is the difference between B2B and B2C email marketing?

B2B email marketing is aimed at professionals with longer purchasing cycles, which requires explaining the benefits and features using certain design standards. 

B2C email marketing is short, consumer-friendly, and highly visual with CTA-based subject matter.

3. How effective is B2B email marketing?

B2B email marketing is very effective in reaching potential customers. It allows organizations to market their services or products to the intended market segment and boost their revenue. It also helps to establish brand awareness and generates leads.

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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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