A survey by EMARKETER found that 50% of B2B marketers find email marketing the best way to reach out to people. Email marketing strategy is becoming increasingly essential with its growing popularity and ability to deliver high ROI. Therefore, it is essential to create email marketing campaigns that ensure your business stays in your clients' minds. In this guide, we’ve compiled a list of the best B2B email marketing examples and discussed what makes them stand out.
What is B2B email marketing?
In B2B email marketing, you use emails to promote your products and services to other businesses. It includes sending a series of emails to customers when they reach specific points in their journey. This approach helps you foster relationships with existing and potential customers, build brand awareness, and generate leads and sales.
Salient features of B2B email marketing
- Email strategy is directed towards nurturing existing relationships rather than acquisition.
Lead nurture through lead magnets and events
Sales qualified leads (SQL) nurture
Customer nurture for upselling
It primarily aims at customer retention, increasing engagement, and driving upsell opportunities.
Email newsletters play an important role by serving as major campaigns to engage and inform subscribers.
Many B2B businesses use cold emails to acquire customers, but they are usually unsolicited and not recommended.
B2B vs B2C email marketing
Let’s take a look at the main differences between B2B and B2C email marketing.
| Aspect | B2B email marketing | B2C email marketing |
|---|---|---|
| Target audience | Decision-makers, stakeholders, and professionals | Individual consumers |
| Sales Cycle | It can be long when intricate decision-making is required or short when there is immediate value and easy adoption. | Short |
| Content | Business-focused and informative | Product-focused and promotional |
| Personalization | Focuses on industry interests; however, it can extend to cater to individual preferences | Customized to individual preferences |
| Email frequency | Low, targeted to specific stages of the funnel | High, varied content to maintain interest |
5 best B2B email marketing examples
Here are some of the best examples of B2B email marketing that you must check.
1. Welcome email marketing campaign
A welcome email is the first message sent to people when they sign up. These emails usually get a lot of attention and interaction since they’re sent right when someone connects with your brand. They have high open and engagement rates, which gives them a golden chance to create a connection. Through a welcome email, you can share more about your brand and guide the subscribers on what to do next.
Here’s what a typical welcome email sequence looks like:
To learn more about welcome email series, check the resource below.
How Slack uses welcome emails
Objective: Welcoming users and increasing activation
When do they trigger it? Immediately after someone signs up
Template used:
Source: Slack
In the example above, Slack welcomes its new users as part of its onboarding process. The email includes a friendly welcome message, tips for getting started, and links to helpful resources. It aims to introduce new users to the platform, help them with the initial setup process, and enable them to use Slack effectively.
2. Event email marketing campaign
An event email marketing campaign includes a sequence of emails to inform email subscribers about an upcoming event and convince them to attend it. These emails enable a broad outreach and help to spread relevant information effectively.
Events help brands to generate leads in B2B marketing. If you’re conducting events, inform your audience to spark interest in them, leading to more ticket sales, sign-ups, and booth visits.
Here’s what a typical event registration email sequence looks like:
How Config uses event marketing emails
Objective: Increasing event attendees
When do they trigger it? Before the event to encourage receivers to register
Template used:
Source: Config
Take a look at the Config 2024 email. This invitation starts with a clear and concise headline, “See who’s speaking,” followed by a brief introduction. The main content includes a list of speakers, their names, titles, and CTA, prompting readers to learn more about the event and speakers. The design is clean and easy to navigate. Additionally, the tone is professional and informative.
3. Announcement email marketing campaign
An announcement email contains a company's message to customers to inform them about new products and upcoming events. This mode of communication aims to keep customers and subscribers informed and engaged. When writing announcement emails, write a clear subject line and a good introduction. Persuade readers why the email is important to them, and include a CTA.
How Figarc uses announcement emails
Objective: Informing customers about new feature updates and releases
When do they trigger it? When there are major product updates to share with customers
Template used:
Source: Figarc
This Figarc beta announcement email is a great example that features testimonials from its existing users. It starts with a personalized greeting thanking the subscribers for joining the Figarc club early. Next, it shares valuable information about the beta launch of Figarc and invites users to participate in the beta testing process. The email has a friendly, enthusiastic tone and a simple design with minimal visuals.
4. Survey email marketing campaign
A survey email helps you gather customer data and feedback by sending them surveys or questionnaires. They can be used to accumulate customer insights, enhance strategies, and nurture customer relationships by personalizing offers.
Survey emails are a great way to get genuine feedback from customers since people are eager to share their opinions. To write compelling survey emails, include attractive subject lines, supporting preview text, images, and a link to the survey.
Here’s what a typical survey/ feedback email sequence looks like:
How Stack Overflow uses survey email
Objective: Getting insights and opinions and understanding audience preferences
When do they trigger it? When they need to conduct research
Template used:
Source: Stack Overflow
This email from Stack Overflow aims to get opinions from developers who use AI tools in their development workflow. It features a CTA inviting readers to fill out the developer survey. The absence of distracting elements makes it easy to read and take the desired action.
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5. Lead nurture email marketing campaign
Lead nurture emails are sent to leads gathered from various sources, aiming to foster relationships with them and convert them from being prospects to valued customers. It involves sending a number of emails over a period of time to offer valuable content, address pain points, highlight product benefits, and build trust with the leads.
Here’s what a typical lead nurture email sequence looks like:
To learn more about lead nurture email series, check the resource below.
How Maze uses lead nurturing email
Objective: Building trust and credibility with potential customers
When do they trigger it? In the decision-making stage of buyer’s journey
Template used:
Source: Maze
This email highlights the overview of the New Research Landscape report, letting readers know what they can expect to find in the report. It has multiple CTAs to engage recipients and prompt them to take action. Also, it includes social proof and contact information, encouraging them to add Maze to their account, fostering ongoing engagement.
Conclusion
There is no magic formula for creating ideal B2B email marketing campaigns—planning strategically, creating engaging content, and understanding your target audience. By using these B2B email marketing examples as inspiration, you can improve the performance of your campaigns.
Getting B2B email marketing right takes time, but it’s worth it. Personalize and segment your messages, measure and optimize your campaigns based on performance data, review and refine your email list, try automation, and stay in tune with the best practices to improve your email marketing, drive conversions and better results.
