18 e-mail marketing tips for B2B companies

Email marketing is a fundamental part of business-to-business (B2B) marketing strategies. Email marketing campaigns build relationships with business prospects, gather relevant data and improve marketing returns on investment (ROI).

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Email marketing is a fundamental part of business-to-business (B2B) marketing strategies. Email marketing campaigns build relationships with business prospects, gather relevant data and improve marketing returns on investment (ROI). Unfortunately, many businesses fall short on the returns.

To conduct successful email marketing campaigns, B2B companies must pay attention to their audiences and avoid obvious self-promotion. Too many self-promotional messages will send those emails straight to the trash before prospects even open them.

Why should every organization create a viable B2B email marketing strategy?

I am sure that most of you are thinking about the above question. Why would I create a devoted B2B email marketing strategy? What are the advantages, and how can such an approach help my company – or the company I work for? Well, let’s take a look at some results shared by Vital Design.

1. According to the report, there are no less than 70% of B2B customers that are willing to share useful content via email. This means that your emails aren’t static, and they do not just end up in a spam folder. If people from your targeted audience receive them, there’s a good chance they’ll also share some of your content by email with other people from their “social cluster.” In other words, your emails will be sent, something similar to the shares you get on a social media.

2. For every dollar spent on an email marketing campaign, you get a return on investment of 45 dollars. This is a huge number, considering that other traditional marketing platforms can’t deliver such numbers. For example, influencer marketing pays no more than 6 dollars for every dollar spent, a rate almost 6.5 times lower than what we can achieve with a successful email marketing campaign. This doesn’t mean however that you should forget all other types of branding and conducting marketing . It says that email marketing should not be neglected. It is effective and as we’re going to see in this article, easy to implement.

Here are 19 tips for successful B2B email marketing campaigns that will boost returns and leads.

1. Think about your customers and understand the differences

B2B marketing, although somehow similar to direct marketing, it isn’t the same thing. The customers are behaving differently, and they make different choices. In B2B marketing, you’re addressing a more discerning audience. How, come? Regular customers are sometimes less informed about what they’re buying. They’re susceptible to whims and recklessness.




















On the other hand, business customers know right from the start what they need. They don’t base their buying decisions on indulgences or whims. They’re instead making rational decisions based on what they require and a good quality versus price ratio. As a consequence, when you address business customers, you need to take into account the fact that they’re different and act differently than regular clients.

2. Pay attention to the email header

This is the most significant visual aspect of your email campaign. If you want B2B sales, you need content suitable for your audience, but first of all, you need to catch their attention somehow. This is what your banner needs to do.

Considering that the average office worker receives about 120 emails daily, you have just a couple of seconds to get them interested. This means that you need to send something, a clear message, right from the header section, the first thing your audience will notice when they open your email.

What do you need? Well, you need:

  • a clear vision of what your banner should look like;
  • your logo to be visible so that your audience to be able to recognize you;
  • a tool to generate and design that banner;
  • to save time and at the same time, to deliver a professional look.

In order to do that, I advise you to use an online tool such as Bannersnack, a great choice for creating great looking email banners.

3. Start Meaningful Conversations




















“Batch and blast” is a popular email marketing tip. This method involves collecting or “batching” email contacts and blasting all of them with email messages. Unfortunately, this does nothing to start a dialogue with business prospects. Successful email marketing encourages significant conversations.

4. Move Beyond Click-Through Rates

Marketing metrics are necessary, but smart B2B marketing analysis moves beyond click-through rates. Companies that run successful campaigns pay attention to how many prospects visit their website and when, where they go on the site and how they can be grouped according to their online behaviors.

5. Group or Segment Prospects

Behavioral data is significant for B2B companies because it allows them to segment their prospects into groups. Knowing who opened an email or who downloaded an offer can help companies target and tailor future email campaigns to the right audiences.

6. Customize Email Messages

Email campaigns are more than just communication; they share a message about a service, product, brand or business. Successful companies use these campaigns to tailor their email messages according to prospects’ profiles, behaviors, and interests. It is acceptable to send different emails to different segments of an email list, and automation solutions give you time for relationship-building.

7. Methods and Mix Styles

Companies avoid under-performance when they mix their campaign methods and styles. It is also helpful to test the campaigns with different delivery times,  videos, surveys and other types of content.

8. Test and Analyze Campaigns

Analysis and testing are crucial for B2B email marketing campaigns. Most companies use standard A-B testing to concentrate on subject lines, images, copy changes and other email revisions. Smart businesses do not spend hours crunching numbers, but they make good use of their reporting dashboards. The test data helps them understand their prospects and increases their future marketing campaigns.

9. Check In With Prospects

Email marketing campaigns build relationships over time. By checking in with their prospects now and then, companies keep the lines of communication open and gain helpful feedback. This reminds prospects that real people exist behind the branded email messages.

10.  Make Your Subject Line Count

Your subject line is the first thing your receiver reads. It convinces them to open your email or ignore it.  In fact, 35% of email receivers open an email based on the subject line alone.




















So, it is important that your subject line stands out, and ultimately gets your readers to not only open but read your email.

So, how do you do that?

Find the sweet spot with your subject line length. Long subject lines get cut off, especially on mobile devices. Keep your subject lines between 40 to 50 characters. If you are having a hard time with this, think of your essential keywords and go from there.

Personalize, personalize, personalize. If you add your recipient’s name to the subject line, it makes them feel like you are speaking directly to them, which increases open rate.

Let your readers know what is inside. Recipients are not going to open your email if they do not know what the value is. State what you are offering them in the subject line, so they open your email to get it.

Emphasize exclusive content. Your readers want to feel special. If you send them an exclusive offer, they will be more enticed to click through.   

11.  Send Using a Familiar Name

The sender name makes a difference on open and clickthrough rates. Recipients do not trust getting an email from an unfamiliar sender. 45% of email recipients click the Spam button based on the sender name.

Send your email from someone who works at your company (a well-known employee is best). The existing rapport makes them more likely to click.

12.  Personalize, Personalize, Personalize Again

Your email content should be personalized just like your subject line. Greeting the email recipient by their first name is the easiest way to add personalization.

Personalized emails are also beneficial to your metrics, showing a 15% increase in clickthrough rates and a 12% increase in conversions.

13.  Segment Your List

By segmenting your email list, you send the right message to the right users. You can segment by demographics, psychographics, industry, a number of downloads of your content, etc.

Your recipients will open your emails if the content is specifically tailored to them. If it is irrelevant, they will ignore it.

14.  Connect Your Content and Subject Line

Your content delivers on the promise you made in your subject line – it must be relevant. Don’t use a clickbait subject line to increase your open rate. It will also increase unsubscribes.

15.  Include a Call-To-Action

It is important that your email only has one goal. Make your call-to-action reflect that goal.

If you want your users to download your latest offer, then tell them with specific action verbs. “Download Now” is more convincing than “Submit.” The word “now” also shows a sense of urgency.

16.  Add an Image

Add images throughout your content to break up your text, making your content more accessible for your users to view.

When you insert an image, make sure to reduce the file size. Smaller files prevent increased load times. If your readers have to wait for your email to load, they simply will not read it.

17.  Social Sharing Buttons Are a Must

Social sharing buttons make it easy and quick for your users to share your content. Their peers (people like them) will see your content, helping you gain new followers and fans.

18.  Encourage Your Users Further with a P.S

Your P.S. is your last chance to capture your user’s attention and, more importantly, encourage them to take action. Use it to complement your CTA and nudge your users further along in their client’s journey.

Use your P.S. to provide a benefit you have not mentioned yet, cross-sell complementary items, or lead your users to your social media channels or blog.

19. Select your delivering service

There’re many ESPs (Email Service Providers) out there, and while many of them offer professional services, not all of them are useful for you. You’ll need to conduct some research and estimate yourself some of the most notable ESPs. My advice is for you to find a top list of the best services and study each of the most reliable ESPs before settling for one or another.


B2B marketing tactics are incomplete without email marketing campaigns. However, successful email campaigns need more than zealous “batch and blast” efforts. Marketing emails send a message, start conversations and develop relationships over time. By following the above tips, businesses will get to know their prospects better, improve their leads and boost returns on their marketing investments.

Email marketing has been confirmed over the years to be an effective marketing approach, whether you’re addressing business customers or individual customers. You can rely on email marketing in order to generate B2B sales, and this blog was meant to shed some light on the essential steps you need to check on your list before starting your campaign.

What do you think about email B2B marketing? Did you try such a method and how successful were you? How many of these email marketing tips did you check in your experience?