Ever wonder how some brands skillfully connect with other businesses and drive substantial sales through email? It’s not just luck; it’s the strategic prowess of B2B email marketing at work. However, attempting to proceed without a strategy tailored for business audiences is like setting sail without a map—you’re likely to lose your way. 

Today, we’ll be your north star, guiding you as we explore effective email strategies, real-life examples, and best practices to help you achieve results, just like the top performers in the B2B field.

What Is B2B Email Marketing?

Business-to-business (B2B) email marketing refers to the process of sending targeted messages from one business to another, selling products or services that can address internal challenges, improve operations, or enhance offerings.

It’s all about building brand awareness, nurturing relationships with potential clients, and ultimately increasing your bottom line. Although this might sound similar to the business-to-consumer (B2C) marketing model, there’s more going on beneath the surface.

Why Do B2B Emails Require a B2B Email Marketing Strategy?

B2B email marketing campaigns, in contrast to B2C ones that focus on individuals, aim to connect with entire organizations—or, more precisely, the diverse group of individuals within them.

Unlike solo shoppers, a company’s buying process is much longer and more complex, often involving multiple stages of evaluation and approval. It’s like a team sport, requiring collaboration and input from people across various roles and departments.

This means B2B marketers need to tailor their email marketing strategy to address the diverse interests and concerns of multiple decision-makers. By providing valuable information—such as detailed product specifications, case studies, industry reports, and more—marketers can help each team member understand the benefits and relevance of the offering.

Therefore, B2C email marketing tactics simply won’t work for your B2B emails—just as different keys are needed for different doors, you’re reaching out to a completely different set of buyer personas.

B2B Email Marketing Tactics That Deliver Results

We’ve highlighted key steps to help you plan an effective B2B email marketing strategy, so you can direct your marketing efforts toward strategies that transform your readers into loyal customers.

1. Map the Buyer’s Journey

Just as an individual customer has a journey with a specific brand, so does a company as a consumer. 

The B2B email customer journey outlines the experience a company has with your brand through email communication, starting with the initial introduction and continuing as they evaluate and consider your offer. Below are the key stages of the customer journey:

• Awareness: The targeted company is becoming familiar with your brand and product but isn’t considering a purchase yet.
• Consideration: Interest is shown in your offer, but more information is needed before making a decision.
• Purchase: The company is prepared to buy or try your product and is assessing budget and return on investment (ROI) to finalize their decision.
• Retention: After your qualified leads have become customers, your aim is to engage them and encourage repeat purchases and renewals.

Map the journey your prospects take, counting the touchpoints they need before they finally say “yes!” to your offer. Also consider how often you should pop up in their inbox to keep the momentum going. 

Knowing what your prospects want and need in every stage of the sales funnel will guide the types of emails you send, ensuring they are relevant and impactful, but more on this in the following section. 

2. Identify Your Target Personas

As we mentioned earlier, when you’re reaching out to a company, you’re not contacting just one person—you’re actually trying to connect with its buying center, or the team of people who decide whether to purchase from you.

In B2B email marketing, connecting with the right people is key—after all, you don’t want to spend your time chatting with gatekeepers or those who aren’t in the loop. So, it’s important to identify each member of the buying team to ensure you’re speaking to the right individuals, or at least that your message is passed on to the decision-makers you need.

The buying center typically consists of six key roles:

• Initiators: Identify the need for a product or service. These could be department heads, team leaders, or managers.
• Users: Utilize the product or service after purchase. They might include end-users like sales teams, or customer service representatives.
• Influencers: Impact decisions and opinions within the buying center. These could be industry experts, consultants, or senior executives.
• Gatekeepers: Manage the flow of information. These are often administrative assistants, office managers.
• Deciders: Approve or reject the purchase. These are usually high-level executives or managers, such as CEOs, CFOs, or department heads.
• Buyers: Handle logistics and administrative aspects of the purchase. These roles are typically filled by procurement officers, purchasing managers, or finance personnel.

Here’s a breakdown of the customer journey stages and the B2B email types you need to send for each stage and target role.

3. Build a B2B Email List

Cold emails might seem like an easy option, but it’s a risky adventure if you start sending messages to every email address you come across. Reaching out to those who haven’t given you the green light can lead to spam complaints, lower email deliverability rates, and leave recipients more frustrated than pleased.

Instead, focus on those who have willingly joined your email list through an opt-in form—and even better if you’ve implemented a double opt-in process. Below is an overview of five proven methods for generating qualified leads:  

• Utilize LinkedIn 

As the saying goes, “Social media is for discovery, email is for conversions.” Leverage LinkedIn’s vast B2B network by running lead-generation ads, or, if you’re on a budget, try directly messaging your target buyer persona. Be transparent about your purpose, and it could open up new opportunities to follow up with emails.

• Offer Lead Magnets

Sprinkling your website with ebooks, research reports, or mini-courses in exchange for email addresses is always a smart move. Toss in a few profiling fields on the sign-up form—like job title and organization—and you’ll have an easier time sorting and segmenting your audience later!

• Organize Gated Events

B2B prospects value educational content, constantly seeking ways to innovate and deliver better solutions to their clients. Therefore, hosting gated events—either online or offline—can help you present yourself as an expert in your field, network with your target audience, and ultimately gather valuable contacts.

• Use a Data Vendor

If you want to save time and effort, vendors like Global Database or D&B Hoovers serve up a treasure trove of insights, from key decision-makers’ details (like job title, seniority, age, education) to company scoop (industry, size, location, financials). They keep their databases fresh and up-to-date, and all this valuable information is just a subscription away!

• Implement a Referral Program

If you already have a squad of email subscribers, why not turn them into your brand ambassadors by offering fun incentives like discounts or exclusive content for referrals? People love sharing great finds with friends and colleagues, making referrals a fantastic way to widen your reach and build trust.

4. Segment Your Audience

Having snagged those coveted email addresses, you’re halfway to hitting your email marketing strategy goal. However, when running email campaigns at scale, trying to personalize messages for each individual can be like trying to bake a unique cake for every guest at a party—overwhelming and inefficient.

Instead, think about organizing your contacts into customer segments. You could start with broader segmentation based on industry, company size, and job title to ensure relevance. Then, refine your segments further by considering the roles within the buying center as you gather more detailed information about your contacts.

5. Utilize B2B Email Sequences

Once you’ve tailored your content to meet the specific needs and preferences of your target audience—whether they’re decision-makers, influencers, or end-users within a business—you can streamline your communication through drip marketing campaigns. These automated sequences keep your content relevant and engaging, especially in B2B contexts where the sales cycle is longer.

Drip campaigns allow you to deliver a series of pre-scheduled emails that guide prospects through the buyer’s journey and nudge them gently to conversion. They spring into action in response to specific triggers or behaviors, like website visits or content downloads, as you can see below.

B2B Marketing Emails Best Practices

A well-planned B2B email strategy is only as effective as its content. With your prospects’ inboxes likely blasted with emails daily, be sure to follow these best practices to ensure yours stands out and doesn’t get lost in the shuffle.

1. Use a Persuasive Subject Line

The busier your targets are, the more vital a captivating subject line becomes. It’s wise to kick things off by showcasing the value of your email—whether it’s an insider resource, a handy tool, or an irresistible offer. Plus, teasing a solution to a common industry challenge can really spark your recipients’ curiosity. 

Here are some effective B2B subject line examples that you can apply to your emails: 

📕 Educational content and guides:

“[number] tips to [lead’s goal] in [year],” “A proven solution for [lead’s pain point],” “[number] steps to achieve [lead’s goal].”

🛍️ Product or service promotions:

“Would you like to try [product/service name] for free?” “[number] facts about what [product/service name] can do for you,” “Did you know this about [lead’s interest]?”

📈 Niche-specific: 

“Your [lead’s niche] service needs this,” “Every [lead’s job position] needs this tool,” “[lead’s company name] can sell even more with [your company name].”

2. Strike a Balance Between Professionalism and Personality

When crafting B2B content, it’s easy to adopt a formal tone that might seem stiff and robotic. While maintaining professionalism is important, remember that you’re still communicating with real people, even if they represent a brand. 

Think about the business emails that catch your eye—the ones that speak directly to your needs and interests—and strive to write with empathy and a touch of personality. Below are some ideas on how to make your B2B emails more approachable: 

• Personalize

Use the information you’ve gathered to personalize as much of your email message to the recipient’s needs and preferences as possible. If your marketing content seems irrelevant or holds little interest for them, you risk being dismissed as spam.

• Ask Questions

Engage your reader by asking questions that prompt them to think or reflect. This can make the email feel more interactive and less like a monologue.

• Include Relatable Examples

Use anecdotes, scenarios, or even case studies that the reader can relate to, making your message more tangible and relevant.

• Don’t Overdo Your Design

Occasional plain emails appear much more personal and authentic than fully designed pieces, as they give the feel of a one-on-one conversation, which stands out among overly salesy messages.

• End With a Friendly Sign-Off

Use a warm and approachable closing, like “Take care,” “Looking forward to hearing from you,” or “Best wishes,” to leave a positive impression.

3. Add Straightforward Calls to Action

After capturing your reader’s attention with a stellar subject line and engaging content, guide them with a clear call to action (CTA) that specifies the next steps. Ensure your CTA stands out and is easy to follow, with descriptive links that lead to exactly what is promised.

Here are some effective calls to action to implement in your B2B emails: 

📣 To increase brand awareness:

“Learn more,” “Start your journey,” “Discover [product name],” “Watch a demo,” “Take a tour,” “I’m interested,” “Tell me more.”

🛒  To encourage conversion:

“Get started today,” “Start free trial,” “Download the report,” “Book your appointment,” “Request a demo,” “Enroll now,” “Get early access,” “Sign up for free,” “Unlock exclusive access.”

🚀 To drive sales:

“Buy now,” “Upgrade to [product name],” “Get your [product],” “Claim your discount,” “Order now,” “Try premium.”

9 Great B2B Email Marketing Examples

This is where theory turns into practice—with clever B2B email examples. They capture the many different types of emails you can send and the diverse techniques you can use to turn your professional emails from dull to dazzling.

So without further ado, let’s check them out!

1. Lead Magnet Delivery B2B Email

Lead magnets not only boost your credibility but also pave the way for building brand awareness. Satisfied visitors are more likely to share your content, amplifying your reach and influence, making lead magnets a proven email lead generation tactic.

Take a look at the SiteGround email below, which offers a free guide on building a successful online presence for small business owners. With a catchy header image, a well-placed CTA button, and a list of all the goodies in the guide, it’s straightforward yet irresistibly persuasive.

2. Case Study B2B Email

Case studies, success stories, and customer testimonials are a B2B marketer’s secret weapon, highlighting your solution’s effectiveness in real-world scenarios. These narratives provide tangible evidence of your product’s impact, demonstrating how it has successfully addressed challenges similar to those faced by prospective customers.

In the email below, Animalz hooks readers with a captivating opening line that makes it clear why they should stick around. Instead of immediately pushing a CTA button, they dive headfirst into the story, weaving in relatable challenges and impressive outcomes to draw readers in. After all, who can resist a good tale?

3. Event Invitation B2B Email

When you’re promoting an event—be it an in-person seminar, workshop, or online webinar—the goal of your emails is to encourage attendance and generate excitement among your subscriber list. To achieve this, your emails should effectively capture the essence of the event by highlighting key speakers, topics, and activities that will intrigue potential attendees. 

And just as you wouldn’t clutter your mailed invitations with unnecessary information, avoid doing so with your emailed invitations. Take a cue from Slack—they highlight key details upfront and offer a sneak peek of the event, crafting an email that’s both light and efficient.

4. Welcome B2B Email

A welcome email is your brand’s official introduction to new subscribers who’ve taken the exciting leap—whether by signing up for a newsletter or creating an account. It’s more than just a “thanks a bunch” note—it’s your moment to shine and make a memorable impression. Use it to showcase what your brand is all about and kick off your new subscriber’s adventure as a valued partner in your business journey.

This welcome email example from Miro gets the job done right, giving readers a clear snapshot of what their platform offers while cleverly nudging them to revisit the website.

5. B2B Newsletters

In general, newsletters present a great opportunity to keep your new email joiners hooked and gently prompt them further along in the sales cycle. They offer email marketers the flexibility to deliver more in-depth content, as recipients often open them during moments when they can fully engage with the material.

By incorporating industry insights, trends, and expert opinions, you can position your brand as an industry thought leader—just like this email from Exploding Topics.

Alternatively, you can dish out a selection of curated content or the freshest updates from your blog posts to keep yourself at the forefront of your audience’s minds.

6. Demo Invitation B2B Email

A demo invitation email is commonly used in B2B marketing, especially for products that are complex or benefit from a hands-on demonstration to fully convey their value. Whether it’s following up on initial contact, responding to a curious inquiry, or as part of a targeted outreach campaign, this email is all about engaging potential customers at the perfect moment.

In their demo invitation email, Weave added an exciting twist by offering a special discount from one of their partners—isn’t that smart?

7. Sales Promotion B2B Email

As consumers, we’re all familiar with promotional emails, and let’s be honest—who doesn’t love finding a great deal in their inbox? Businesses value this approach too. Once you’ve established a connection, showcased satisfied customers, and demonstrated the effectiveness of your product, why not seal the deal with a special offer? 

In the example below, Google cleverly encourages their existing customer base to upgrade by slipping a tempting offer of free product usage into the subject line and kicking off the email with the benefit front and center!

8. Customer Survey B2B Email

While we can’t read customers’ minds just yet, survey emails offer valuable insights into their thoughts, desires, and expectations. Whether you’re refining a product, enhancing a service, or simply checking in, these emails help strengthen customer connections. Plus, people love sharing their opinions—especially when they know you’re listening!

When putting together a customer survey email, be sure to let your audience know why it matters and how it benefits them. To secure their participation, consider adding a little extra fun by offering a chance to win a prize—just like in this example from Wistia.

9. Re-Engagement B2B Email

For B2B companies, re-engagement emails play a vital role in bringing back inactive subscribers, encouraging repeat purchases, or reminding customers of your value. This kind of email tends to be more formal, steering away from casual phrases like “we miss you,” and instead often emphasize educational content, product updates, or exclusive offers.

We like how this B2B re-engagement email from Asana clearly reminds the recipient that they’ve been missing out on new features and gently nudges them to reconnect.

Making the Most Out of Your B2B Emails

As we wrap up our journey through the world of B2B email marketing, it’s clear that success lies in a strategic approach tailored to the unique dynamics of business-to-business interactions. By mastering the intricate dance of the buyer’s journey and crafting communications that charm multiple decision-makers, your emails can become powerful allies in building partnerships and driving sales.

However,  you don’t need a complex setup to get started with B2B email marketing. In fact, the most important part is consistency—sending helpful, relevant emails at the right time.

Our own email marketing platform offers essential automation features that help you set up simple but effective sequences, like sending a welcome email when someone signs up, or following up a few days later. For many B2B use cases, especially early on, that’s all you need to start seeing results.