9 Striking B2B Email Marketing Examples

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Ellie Updated: April 03, 2021

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Email marketing has quickly become the favorite channel for B2B marketers. It not only supports a direct conversational style of communication with your customers but also drives a higher return on investment than other channels. Besides, email marketing allows you to engage prospects, share product information, and establish long-term relationships.

However, if something works so effectively, everyone will use it. A B2B Content Marketing 2020 study showed that 85% of B2B marketers were leveraging emails for lead generation. Therefore, you need to make sure your email stands out in your customer’s inbox.

The article today will bring you a hand-picked list of impressive B2B email marketing examples. Then you can earn more inspiration to take your B2B marketing to a whole new level.

Let’s start now!

Table of contents

What is B2B Email Marketing?

What is B2B Email Marketing?
What is B2B Email Marketing?

Business-to-business email marketing means a particular type of email marketing strategy where you focus your email campaigns on businesses instead of individual customers.

Although business-to-business (B2B) email marketing tactics can be misunderstood with traditional business-to-customer (B2C) strategies; there are several significant discrepancies between the two. And your ability to be a successful B2B email marketer depends on how deeply you understand these differences.

When marketers identify the small differences needed for B2B email marketing, they’ll likely see huge improvements for their email campaigns.

Let’s have a quick look at these top B2B email marketing statistics from 99Firms:

  • 90% of excellent B2B content marketers prioritize the audience’s informational requirements.
  • Personalization is the most widely-used strategy for 47% of B2B marketers in 2020.
  • Email marketing was the most executed B2B marketing method in 2019.

Tips for a powerful B2B email marketing strategy

Tips for a powerful B2B email marketing strategy
Tips for a powerful B2B email marketing strategy

Think about your customers and grasp the differences

B2B marketing is not the same thing as direct marketing. Customers are behaving differently, and they make various choices. In B2B marketing, you’re targeting a more rational customer base. Why? Regular clients are sometimes less informed about what they are purchasing; they are easily affected by whims.

Meanwhile, business customers know what they need right from the start. They do not make their buying decisions depending on whims or indulgences. Instead, they make rational decisions based on what they require and a good quality versus price ratio. As a result, as you address business customers, you need to accept that they are different and act differently than regular clients.

What types of customers should be addressed with B2B marketing?

  • First, some companies use your products to produce other products. For instance, a company buys textile materials to produce T-shirts.
  • Second, some companies use your products for office automation or other secondary tasks. For instance, a company that purchases computers, pens, or paper from you.
  • Third, some governmental agencies and institutions can be considered potential customers if your products satisfy their requirements.
  • Lastly, some reseller companies purchase your products and then redistribute them to other customers.

Add a call to action

Add a call to action
Add a call to action

People often wonder: “How many calls to action do they need to include in their emails?”.

The answer is… It depends.

That’s because various types of content need a different number of calls to action. For instance, in your weekly newsletter for potential customers, you may add many calls to action directing to different suggested products or services. Meanwhile, in your B2B emails, you had better keep things more concentrated by including only one call to action.

For your B2B email campaigns, you may lead your audience down to a single, robust call to action. When they reach the link or button, they are inclined to click on it.

In short, your email should include the following elements:

  • A subject line that targets what the audience needs and builds curiosity
  • Necessary and result-based information
  • One strong call to action

Pay attention to the email header

This is the most crucial element of your email campaign. If you want B2B sales, you’ll need content suitable for your audience. However, it would be best if you grabbed their attention first.

An office worker receives more than 100 emails every day on average, and you have a few seconds to make them interested. That means you need to convey something, a clear message, right from the header section, the very first thing your customers will see when they open your email.

Divide your list based on interest levels

If you want to keep your email content on point, then you’ll need to segment your list according to your customers’ interest levels in your brand.

By doing that, you have the chance to provide a new email experience that’s personally relevant and useful to your recipients.

Use cross-channel coordination and automation

For B2B marketers, marketing automation has appeared as an important trend that can support their businesses. As customers use different channels and sources to acquire information, leveraging omnichannel marketing for your messages makes sense. Experiences people have outside the email channel will decide whether they keep subscribed to your list or not.

According to Daniel Burstein - the Senior Director of Content & Marketing at MarketingSherpa and MECLABs Institute, every interaction your audience has with your business (via email or other customer touchpoints) will leave an impact on the success of your best email marketing program. This is because it will influence customer satisfaction and brand perception.

A strong value proposition will guarantee that your automation and coordination attempts are geared towards the customer’s demand.

Automation in B2B email marketing service can be a good way to acknowledge the action that customers or leads have taken and lower the chance of them feeling bewildered, uncertain, or annoyed. It can be claimed that automation might be the perfect way to foster customer relationships.

Read more: 7 Email Marketing Trends Help Grow Your Business

9 Striking B2B Email Marketing Examples to Gain More Inspiration

9 Striking B2B Email Marketing Examples to Gain More Inspiration
9 Striking B2B Email Marketing Examples to Gain More Inspiration

1. Campaign support

Email is the ideal marketing medium of drumming up support for any type of campaign you’re implementing. Whether it’s for a new item launch or bringing traffic to your website, your aim will be much easier to attain when you have a strong B2B marketing strategy supporting your campaign.

With an array of emails that share the same goal or CTA, brands can build a relationship with customers and grow their unique brand voice, which helps reinforce with their customers.

Moo - the business card designers leverage emails to emphasize the potential value their prime designs can provide their clients. Even though it’s transparently a self-promotional campaign, by using email to highlight the benefits, the company can attract more customers.

Source: Really Good Emails
Source: Really Good Emails

Showing your customers that they deserve more is a smart way to prove that your brand cares about their concerns and demands. Moo obtained this with their email campaign.

2. Re-engagement email campaign

“Hello? Still there?”

A long time after you run your B2B email campaign, you might notice some subscribers are inactive. What occurred?

Don’t worry! Whether your inactive subscribers are too busy or no longer interested, there is hope.

You can build a B2B re-engagement campaign targeting inactive subscribers. This is divided into a series of 4 emails:

  • Send a reminder: Check in with your customers and let them know that you’re still here.
  • Include an incentive: Exclusive content, free shipping, promotion codes, etc., anything that encourages your subscribers to stay and keep enjoying your product.
  • Generate urgency: Add a countdown timer to the body of your email. Let your customers know that they might miss a significant benefit if they don’t engage with the time frame.
  • Say farewell: Keep it friendly, and add a CTA so that the customers can re-subscribe in the future.

Grammarly adds a “wrinkle in time” badge, an exciting way of noting that time has passed. They also insert a bright red call to action so that the receivers can rapidly re-engage with their product.

Source: Really Good Emails
Source: Really Good Emails

3. Webinar

Webinars can be considered a great way to grab your customers’ attention, as well as offer them valuable and relevant insights. Utilize your B2B email campaign to make a date with your customers so that they can watch your live stream.

In the following B2B email, NewsCred attracts their subscribers by implying that they will miss the chance to explore a marketing performance metric if they don’t join the webinar. As sharing a webinar initiation, a bit of FOMO never harms!

Bear in mind that you can use your webinar emails as a chance to stay in touch with any subscribers who missed the live webinar by offering them a follow-up link to the recorded version.

Source: Really Good Emails
Source: Really Good Emails

4. Curated email content

It’s not a piece of cake to create an organic mailing list as it was 15 years ago. People are more and more cautious about revealing their contact information or subscribing to newsletters.

Eventually, as new subscribers come on board, what they really need from you is value. They’ll only allow you to enter their inbox then they’re convinced your brand can provide meaningful and useful content that will benefit them.

When you can gain subscribers, it depends on you to deliver on your promises and address your audience’s expectations.

An excellent way of meeting these expectations is by sending emails that contain curated content from a number of other sources on the Internet. Accessing a huge amount of high-value content in a single email saves people time, and they’ll highly appreciate content that isn’t always promotional. Sending curated content, you express that you care about your subscribers holistically rather than only caring about their money.

This welcome email by General Assembly brings value to customers by giving out a curated collection of images from numerous sources.

Source: Really Good Emails
Source: Really Good Emails

5. Announcement

Another B2B email marketing example you might be familiar with is the announcement email.

Many brands leverage email marketing to keep their subscribers updated with huge changes at the company, such as the launch of new items, a website overhaul, or they got an award.

These are precious chances to get back into the minds of your subscribers, and people will likely be curious to read through the news or see a new website or product. This type of announcement helps maintain the relationship between B2B companies and their customers warm, letting brands remind their subscribers why they subscribed in the first place.

After some publicized criticism of Uber’s management, Uber kept its followers updated by sending announcement emails when the brand had some big changes to their leadership. Utilizing emails to inform the users meant that Uber could regain its customers’ trust and reassure them of the brand’s commitment to providing safe and worry-free rides.

Uber employs an announcement email to inform customers of new changes that will advance their service.

Source: Really Good Emails
Source: Really Good Emails

6. Activation

It’s common that people head for your email subscription list and then sit on the sidelines, getting your emails but never being concerned about your products or services.

Sometimes, these businesses need a little encouragement to make customers get active with your emails and interested in your goods or services.

Asana owns an amazing platform to support teams with project management and communications. Its elegant and clean user interface is easy to navigate. Nevertheless, new users may feel a bit overwhelmed by all the possible options.

To warmly welcome new users, the brand sends an incredible email to introduce new customers to the platform, telling them how easy it is to use the service. With a solid call to action, an email like this can stimulate new users and decrease their frustration.

Asana avails of emails to motivate new subscribers to get involved with the app. By displaying the features and showing how simple it can be, they can improve the engagement rate effectively.

Source: Really Good Emails
Source: Really Good Emails

7. Case study

A B2B case study is an opportunity for you to reveal your story while also showcasing your expertise with a real example of success. You might:

  • Illustrate how your product or service makes a customer’s life easier
  • Show how you are influencing your field
  • Showcase your contribution to a project

Case studies are vital to B2B marketers as they show your customers your solution in action. Let your products speak for themselves, and your audience will find it beneficial to become your clients.

In the case study of Animalz, the company begins with a strong opening sentence, describing exactly why their subscribers should keep reading. Then, rather than a CTA button, the brand starts relating the story right away to get their subscribers hooked. Everyone likes stories. Share yours, and prove to your subscribers how you bring value to them.

Source: GetResponse
Source: GetResponse

8. Event newsletter examples

If you’re participating in conferences and business-to-business events, get your audience informed of it. Share what’s occurring, and help your customers get better at their jobs. How do you do it?

Before an event

Why not write a helpful guide for the event? Big conferences can be overwhelming, with a number of speakers, topics, and stands. Share your viewpoint on what is worth watching. You could capitalize on the event to invite your leads to join the conversation, as Smashing Magazine did:

Source: Really Good Emails
Source: Really Good Emails

Could that be any more useful? Pre-event email newsletters can build your image as a connected, informed member of the business community, as well as show your clients where you’ll be so that you can earn more worthwhile face-to-face interactions.

After an event

So you just joined an interesting event, what now? Suppose that your audience may not have time or resources to join. This gives you the chance to be their eyes and ears, imparting profound insights and fostering your reputation as a thought leader who deeply understands the market.

A post-meeting email newsletter can boost your credibility by sharing your opinion. It only has to be several key thoughts, but it discloses to your audience that you’re up-to-date and you care about the industry.

The Wistia newsletter sums up the first-ever audio conference that occurred with a short recap.

Source: Really Good Emails
Source: Really Good Emails

9. Free trials

It seems that everyone loves free stuff.

Whereas some subscribers may be intrigued by in-depth case studies, some may get the opportunity of joining a webinar, other customers on your list might be more practical.

Providing them a free version of your service or a demo item can bring in various benefits. A free trial can offer them insights into the critical value of your products, and build up trust with your potential customers.

The email from Clear stimulates more people to become members by providing a free three-month guest pass.

Source: Really Good Emails
Source: Really Good Emails

Kickstart your B2B email marketing campaign

There are unlimited methods you can leverage email marketing to interact with your audience, depending on your business and the objectives of your marketing plan. One unique thing about email marketing is how simple it is to customize a strategy for your particular demands or requirements.

Whether it’s appealing content, case studies, or free offerings, your brand can make use of email marketing to strengthen the relationships with your mailing list. Then, if everything is smooth sailing, email marketing can direct customers down your sales funnel gradually and eventually rocket your revenue.

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