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Best B2B Email Marketing Campaigns

Welcome to the best B2B email marketing campaigns in the world! Whether you’re a corporate marketer, an ecommerce email marketer for a small or medium business, a blogger or a startup, these are my picks for the best B2B email campaigns. You can copy these creative, effective and amazing B2B email campaigns to make your own B2B marketing better.

Best B2B Email Marketing Campaigns eBook provides the inspiration you need to create your next campaign. This eBook is filled with ideas from successful companies in nine different categories, and includes one-click access to thousands of examples of email marketing campaigns that did it right.

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.

👉 Tip: There are different ways to use email segmentation. Check out the video below, which shows you how to do it with MailerLite. https://www.youtube-nocookie.com/embed/wND8BU9xykc?enablejsapi=1&origin=https%3A%2F%2Fwww.mailerlite.com

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.


 Buffer’s Welcome Email

In Buffer’s first email to users after they sign up to the platform, they do an awesome job of setting the tone for the kind of personable relationship they hope to build with their new users. As well as suggesting their browser extension as an easy way to use the tool, they make it crystal clear that users can reach out to them anytime, about anything — even if it’s just to say “hello”.

Curated content email template

Example provided by Hiten Shah

B2B curated content email

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).

B2B company announcement email

“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:

Why people subscribe to email

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

B2B video email

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

Atlassian’s New Features Email

This well-designed new services announcement email from Atlassian introduces all the new things that the company is rolling out. The white background allows for the blue call-to-action buttons to stand out, and simple, short descriptions tell their clients what each new feature offers and how it will benefit them.

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

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

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

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

Keep your customers in the loop about your latest B2B email marketing news. Create custom newsletters for your business and keep people up-to-date on all of your latest promotions and events.

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