Whether you are a businessman, a freelancer, or a startup owner email marketing is something you can’t miss out on. Email marketing is one of the most effective marketing channels for businesses today. This is mainly because most people tend to check their emails regularly and also it allows you to reach your customers quickly. But with tons of emails flying to people’s accounts every second, how do you create emails that really stand out? In this article we’ve rounded up 10 of the best B2B email marketing examples which will surely inspire and save you time!
Email marketing isn’t so much about sending emails as it is about creating a relationship. So, how exactly do you produce emails that your subscribers want to read? Check out our top picks for the best B2B email marketing examples from real brands.
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.
Request demo email template
Example provided by LinkedIn
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.
Getting started email template
Example provided by Evernote
When you sign up to Evernote, the first thing they do is send you an email to download the product. This email works because it continues the conversation that started when a user visited the website and signed up, to now asking them to download that product. Is the email effective? Definitely! It’s helped Evernote generate more than 200 million users!
How to implement: If someone signs up to your product, send an email to continue the conversation. Whether the new user has to install, download or login, make the focus of the email clear, and use only one to call to action (like Evernote does).
When to send: Each time you get a new user
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:
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.
Thank you email template
Example provided by Unbounce
If you download a piece of content, or complete an action on a website, a thank you email is a great way to connect with your audience. At Unbounce, they send you a thank you email when you download a piece of content – in this case, a white paper. What works well for Unbounce is the email is sent in plain text, rather than a HTML designed email template. It looks authentic and feels genuine, which makes the reader feel valued.
How to implement: You can send this type of email out through an auto-responder – when visitor does this, we do that – or you can send it manually. Start by thanking the reader, and if possible, include a direct link to the content, so they can access it immediately. In addition to the thank you, you can also provide links to your resource page and a link to your product page (just like Unbounce do).
When to send: Each time someone completes an action of your website
“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.
Free trial email template
Example provided by User Testing
UserTesting.com lets you pay for people to test your website. Each time a new user signs up for a free trial of their service, you get this email. Two things stand out in this email that make it great; the first is that the email addresses who uses their product, which emphasizes why the reader should remain engaged with their product and take the free trial, and second, the email provides resources to features, mobile testing and how it works sections of their website.
How to implement: Each time someone signs up for receive a free trial of your service, thank them for signing up and provide supporting information and helpful links to keep them engaged until the free trial service begins.
When to send: Each time someone signs up for a free trial.
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.
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