With Best B2B Email Campaigns, you get the largest compilation of successful B2B e-mail campaigns available. It’s a savvy guide past the perils and pitfalls of pulling off effective campaigns that deliver a strong ROI. Then you’ll learn how to implement winning strategies from a collection of the best B2B email campaigns in just about every industry imaginable.
Best B2B Email Campaigns – delivered in PDF format – can help your business grow by providing direct access to the experts and advisors helping leading international companies achieve strategic marketing objectives.
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.
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.
Welcome email template
Example provided by Buffer
First impressions count. A lot. Therefore, if a subscriber signs up to something, whether it is to receive future blog posts or a series of email tips, it makes sense to thank them and welcome them. By doing nothing, you make it difficult to create a strong impression. When you sign up on their web form, Buffer’s welcome email includes links to their support email address and a link to their Twitter profile. Simple yet effective!
How to implement: Whether you use auto-responders or send the emails manually, welcoming new subscribers to your company email list is a great way to build a strong relationship from the beginning. In the email, make sure you introduce yourself and company. You can also provide helpful links to content such as most popular blog posts or white papers, or links to your social media profiles
When to send: Each time you get a new subscriber
Curated content email template
Example provided by Hiten Shah
Each week, CrazyEgg and Kissmetrics founder, Hiten Shah sends a roundup of his favorite posts on topics that include SaaS, marketing, sales and growth. Hiten is able to deliver great content directly to his readers without them having to search the content out online. He’s helping his readers do better, which adds a lot of value to his subscribers.
How to implement: Whether you’re in customer service, social media, banking or the automotive industry, you can create a list of the best content you’ve read and share it through email to your subscribers with links to this content. You don’t need a fancy design either! In doing so, you’re delivering value without being self-promotional.
When to send: Weekly or monthly, depending on how often you can curate content
Company announcement email template
Example provided by SumAll (now acquired by another company).
“Extra, extra – read all about it!”
In in the mid-19th century, newspaper vendors would shout out when there was newer “news”. Even though the channels have changed (unless, of course, you have hired street vendors lately…), newsworthy content about your company is still valuable content for your readers. In fact, 26% of all B2B subscribers sign up because they want to be kept informed on company news, according to research by Chadwick Martin Bailey:
When SumAll acquired Flutter, a tool that helps businesses grow their Twitter following, one of the first things they did was inform their subscriber list. In doing so, they were able to create new interest in their product offering. So for prospects that were not sure whether SumAll was the right fit for their business, announcing this kind of news is likely to have a more positive impact.
How to implement: Whenever you have news to share, such as winning an award, changes to product offering or new pricing options, for example, announce this news to your subscriber list. You can either include all of the company news within the email or itself, or link the email to a landing page. (This email template works well for lead nurturing or customer marketing campaigns).
When to send: Each time you have news to share.
Video email template
Example provided by Backlinko
When Brian Dean, founder of Backlinko, sends an email, the chances that it contains a video are pretty high. By providing actionable content through video, Brian is able to not only deliver value, but build a rapport with his subscribers as they get to see and hear Brian on a regular basis, which builds an even deeper connection with his audience than he would create compared to reading web copy, as the person watching the video feels like they really know Brian.
How to implement: Take one of your best performing pieces of content and create a video version, and provide the tips in the content in your video. It doesn’t have to require a film crew or include special effects, all you need is to be visible and on screen.
When to send: Monthly. It’s a great way to engage on a new level with your audience
“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:
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.
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.
“Just for you!”
Success in business is about knowledge, and one way your B2B audience tries to stay ahead of their competitors is by gaining access to the latest information.
So if you have access to information or insights that your customers can’t get elsewhere, make the most of it! Generate a report or other content, and use an email marketing campaign as one of the distribution channels.
In the B2B email example below, Hubspot offers exclusive access to a ‘Marketing Agency Growth Report’ – for free! By offering valuable content, they help their B2B audience stay on top of their game.
Similarly, DigitalMarketer shares a guide and a tracking sheet to help their subscribers optimize their email marketing strategy. Again, it is offered as a free gift to their subscribers.
Inactive user email template
Example provided by Perfect Audience
According to Epsilon, approximately 40% of your email list in inactive!
This means that each time you send out an email, almost half are no longer interested in hearing from your company. In the example above, Perfect Audience has sent out an email to a new user who has become inactive. This email is a great way of restarting the conversation and reminding the user that they can use the product, or get answers to any questions they may have.
How to implement: Create a list of email subscribers who have not read or opened an email during the last 12 months (or, customers who have not logged in to the product within 60-90 days), and send an email that includes:
- Who you are and what you do
- Why they signed up in the first place
- A question or an invite to start a conversation
When to send: Two-three times per year
Best B2B Email Campaigns helps you take this crucial channel to the next level by giving you access to a group of experts in email marketing and automation.