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B2B Email Campaign Examples

This collection contains a wide variety of the best performing B2B email templates that are available in our Email Designer. Their unique layouts and design elements will help you stand out from the crowd and attract more leads.

Get started with one of our pre-designed email campaigns. These templates show off the full range of features – from a simple newsletter to email campaigns that feature your products in a variety of configurations.

What is B2B email marketing?

B2B (business-to-business) email marketing is when you use email to promote products and services to other businesses for professional purposes rather than to individuals for consumer purposes.

Historically, B2B marketing lacked creativity and personality. That is changing! Businesses are realizing that communicating their values with a distinct personality can be extremely effective. You’ll see in the examples below how some B2B email marketers are infusing creativity into their messaging.  


B2B email marketing best practices

Start with a B2B email marketing strategy

Email marketing is only effective when it’s done right. To make sure your audience likes what they see and clicks your call-to-action, you need an email marketing strategy that:

  • Defines clear goals – What do you want your audience to do? 
  • Identifies your audience – Who are you talking to? What are they interested in?
  • Establishes a clear plan – How often will you communicate with your clients? How will you measure your efforts? 

Without these elements, you will have no way of knowing whether your B2B marketing campaign is having the desired effect. We’ve made you this handy email marketing cheat sheet to make sure your strategy ticks all the right boxes.Handy cheat sheet to creating your email marketing strategy

Use email marketing segmentation

Oftentimes, there are several decision-makers and influencers on your email list. Instead of sending them all a mass email, you have a much better chance of winning their trust, loyalty, and business by speaking to each person’s specific needs. Personalization in emails generates a median ROI of 122% and you can accomplish this through subscriber segmentation. You can tailor emails specifically for certain audiences, or include dynamic content blocks within your general email campaigns that are only visible for your target audience.

If you work in a B2B company that uses a CRM or other software tools, you should be able to access data on your product life cycles, customer behaviors, and other insights into your target audience. Use this information to help segment your email list. 

B2B segments can include:

  • People in different business sectors
  • Job roles within a company
  • Different business relationships (e.g. people that know you well)

Regardless of the type of segment, the main thing is to ensure that the right message goes to the right person. 

For example, an IT manager and a CMO (Chief Marketing Officer) may both have input into a purchase decision for new technology, but they will probably care about different elements. Your task is to make sure you know who you’re talking to—and tailor your email content to suit.

 Gated content email template

Example provided by SuperOffice

B2B white paper promotion email

Each time SuperOffice launches a new white paper or guide, we send an email to our subscriber list. This is the fastest way to get more people to read and download the content. The reason why we do this is because according to research, 36% of B2B buyers’ seek out white paper content during the initial stage of the buying process (as shown in column one in the chart below). By delivering educational content directly to our subscribers’ inbox, we make it easy for them to consume the content they demand, while at the same time keeping SuperOffice top of mind.

Content consumption from B2B tech buyers

How to implement: Next time you launch a new piece of gated content, announce the launch to your subscriber list. Just like in the example above, keep the email short, benefit driven and include a call to action, which asks the reader to download the guide from a dedicated landing page. The goal of the email is to drive readers to your website.

When to send: Each time you launch a new piece of gated content

Obviouslee’s Free Client Services

Want to grab potential or current client’s attention? Offer them free services as Obviouslee Marketing did with this eye-caching B2B email. Not only does it give small businesses a chance to use the PR firms services at no cost, they keep it playful by riffing on Fresh Prince of Bel Air’s theme song. 

Webinar email template

Example provided by Kissmetrics

B2B webinar promotion email

As far as customer acquisition channels go, webinars are one of the most effective ways of speaking directly to your potential customers. Kissmetrics uses email marketing as one of the ways to promote a webinar, which makes it easy for subscribers’ to learn about upcoming events and schedule the time to attend. Webinars are a great way to showcase your expertise and engage with buyers’ who are further down the sales cycle and looking to make a purchase.

How to implement: Instead of creating a brand new topic to host a webinar on, use existing content and repurpose it into a webinar topic. For example, take a piece of content that performed well, and on a topic you are comfortable talking about, and then send an email to your subscriber list with an invite to a webinar. Make the date and time of the webinar clear, and include a description of what the webinar topic is about.

When to send: Each time you host a webinar

 Event newsletters

“You’re invited!”

Events generate the most leads in B2B marketing. If you’re attending conferences and business-to-business events, let your audience know about it! Share what’s happening, and help your clients to get even better at their jobs. Here’s how to do it:

Before an event: 

With so many different speakers, topics, and stands, big conferences can be overwhelming. Help your clients by sharing a guide on what’s happening. You could even use the event to invite your potential customers to join the conversation, just like Influence & Co did here:

b2b email marketing example cmworld 2018 invitation

Pre-event email newsletters like this will reinforce your image as a connected, informed member of the business community, and tell your email subscribers where you’ll be so that you can have more valuable face-to-face interactions.

After an event: 

Chances are not every member of your audience was able to attend your event. So it’s up to you to be their eyes and ears, deliver valuable insights and build your reputation as a thought leader who understands the market. 

Even if your post-meeting email only contains a few key thoughts, it shows your audience that you’re up to speed and that you care about the industry. 

Below, the Charity Ball newsletter summarizes everything that happened with a 2-minute video and a link to a photo gallery of the event. 

b2b email marketing example black background with video event

Live event email template

Example provided by ConversionXL

B2B event promotion emailWhen Peep Laja launched his ConversionXL conference this year, it wasn’t too long until he let his email subscribers know about it. Do you know why? It’s because his subscribers are potential event attendees (and therefore customers)!

In fact, during a live AMA (ask me anything) on Inbound.org, Peep went as far as saying 80% of his conference ticket sales come from his email list!

There’s no better way to promote an event that to invite people that already know who your company is and what you do. A study by BrightCove and Content Marketing Institute found that meeting potential customers is the most effective tactics for B2B marketers’. So next time you host an event, invite your email list!

How to implement: While hosting an event can be expensive and time consuming, there’s no better way to get face-time with prospects and create a relationship than event marketing. Promote the event through email marketing, and include the details of when, where and why attendees should join. And for your event, get your best sales people ready to meet and greet future customers!

When to send: Each time you host an event (I’m guessing one to two per year)

Survey emails

“We need your opinion!”

As a business that serves other businesses, you have access to the best source of information in the industry: Your clients!

Most of your existing or potential customers would probably love to be recognized as thought leaders. So why not ask them to share their knowledge by sending them a survey invitation email? Check out the example below:

b2b email marketing example uberflip minimal design

The Uberflip content marketing manager makes the recipient of the email feel credible – and at the same time, attracts material for exclusive content. Anyone who shares their insights will gain exposure, which can lead to greater brand recognition.

Case study email template

Example provided by Eyequant

B2B case study email

As B2B buyer’s move further down the funnel, the value of a case study grows. A case study is a great way to show how your product can help a business improve, whether that’s in terms of sales, productivity or communicating with customers.

Eyequant’s case study email starts by explaining the challenges similar companies face. This is followed by the details of the case study, which includes how to use the product and what kind of results you can expect. The results are the most important part of a case study. Showcasing product value for companies similar to your prospects is a great way to earn trust and turn them into customers.

How to implement: You can take an existing case study and send an email to prospects with a link to the study, or you may have to ask your customers if they would like to be featured as a case study. The latter might take more time, but once you have a case study or two, you can use these for several months or years to come. Remember to focus on the results part as this is where the real value lies!

When to send: Bi-monthly or quarterly. This is for later stage buyers.

Request demo email template

Example provided by LinkedIn

B2B demo email

In terms of lead quality, Software Advice found that 80% of marketers’ rate “live demo’s with sales reps” as the most effective way to generate high quality leads. Therefore, it makes sense to invite potential customers to a personalized demo with a sales rep. As part of their social selling campaign, LinkedIn not only sends a personalized email invite addressed to me by name, but they also signed off with an image from one of their sales reps. Adding a photo is a quick and easy way to build trust. The email is short, personal and based on a user’s behaviour – and therefore, very effective!

How to implement: Create a list of prospects that have completed at least one key action on the website (for example, downloaded a piece of content) but have yet to be entered into the sales process. Create a personalized email, and invite them to a live demo. The live demo can be hosted through screen sharing on Skype or through a video chat.

When to send: Can be done on a per lead basis, or on a monthly basis.

Announcements

“Breaking news…”

Have you introduced a new feature? Created a limited edition product? Set up pre-orders? Share it with your audience! An announcement email builds hype and gets your subscribers involved. You can even add CTAs so that their subscribers can go directly to what interests them, as Atlassian did below.

B2B email marketing example atlassian announcement

Conclusion

Every email marketer knows that no matter how amazing your product or service is, if your recipients don’t want to read your emails then you’re not going to get any results from them.

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