Savannah SwansonDigital & Social Trends Writer
- June 14, 2023
- 7 minute read
- Savannah is a content marketer with editorial experience spanning several businesses. Specializing in social media and marketing trends, she loves talking about the latest developments in online marketing. When she’s not writing, Savannah loves traveling, hoarding books and coffee mugs, and adoring her cat. Please don’t ask her about famous true crime cases, or else she’ll tell you all about her theories and get absolutely no work done.
Email marketing is a highly effective digital marketing strategy that can nurture and convert your most valuable leads. Through business-to-business (B2B) email marketing, you can keep your brand top-of-mind with leads and prospects.
With over 82% of B2B and business-to-consumer (B2C) companies using email marketing, it’s up to you to create campaigns that stand out in customers’ busy inboxes. To help, we’ve created a list of B2B email marketing ideas, plus some helpful examples to inspire your next campaign.
Wheeler Machinery Co., saw 82% higher average time on site after partnering with WebFX for SEO, CRO, web design and development, and website content services.
WebFX specializes in B2B client success.
Wheeler Machinery Co., saw 82% higher average time on site after partnering with WebFX for SEO, CRO, web design and development, and website content services.See Case Study
Why use B2B email marketing?
Email marketing, whether B2B or B2C, is all about nurturing and converting leads. When someone subscribes to your email lists, you know they’re interested in what you have to offer. Otherwise, why else would they have signed up to receive more information about your products or services?
With B2B email marketing campaigns, you can send marketing material straight to your audience’s inbox, opening a direct line of communication between the two of you.
Through this, you stand a higher chance of converting leads than with other digital marketing efforts. In fact, the average return on investment (ROI) for businesses using email marketing is $44 for every $1 spent.
5 B2B email marketing ideas and examples for 2024
One of the keys to a great B2B email marketing campaign is to keep your email content fresh. If you’re constantly sending the same content to your subscribers and customers, you could run a higher risk of losing them.
Keep your email subscribers engaged in 2024 with these five B2B email marketing ideas that’ll liven up your campaign and put a fresh spin on your content.
1. Welcome emails
Mark the beginning of the journey with new subscribers through welcome emails that serve as an introduction between your brand and the subscriber. Welcome emails are a great way to create a sense of excitement in the reader about the prospect of receiving future emails from your brand.
Just like you’d roll out the welcome mat for visitors to your home, take on a warm and inviting tone that projects your friendly demeanor. Instead of giving a tour of your home, give new subscribers a glimpse of what they’ll be getting from you in future emails.
B2B welcome email example: Asana
Excited about changes at your company? Send announcement emails to your subscribers to get them excited too! Whether it’s a new product or service launch, event, or some other major announcement, keep your audience in the loop.
When you keep your subscribers up to date with the happenings at your company, you forge a greater sense of togetherness, connectivity, and trust with your audience. Don’t leave your subscribers in the dark — shed some light with announcement emails!
B2B announcement email example: BounceX
Follow-up, or re-engagement emails, act as gentle reminders to your subscribers to perform a certain task. Whether it’s to revisit a previous email, confirm attendance for an event, or offer feedback about an event or meeting, follow-up emails are a smart way to keep the conversation between you and your subscribers alive.
B2B follow-up email example: VSCO
4. Curated content
There’s no guarantee your subscribers will see all of the helpful content you publish on your website, but with regular emails full of curated content, you can come pretty close. Curated content includes everything from blog posts, articles, newsletters, videos, and more, all of which are meant to add value to your subscribers’ lives.
While subscribers are thanking you for giving them content options right within their inboxes, you’ll garner more visibility for your content and encourage readers to discover more content on your site.
B2B curated content email example: MailChimp
Even if you’re a fellow introvert, you can’t deny the excitement of a “You’re invited!” message. The idea that someone wants you to be present at an event is always a nice feeling. Extend that feeling to your subscribers when you know you’ll be attending conferences and other B2B events or expos.
Invitations and pre-event emails reinforce your image as a connected member of your industry and provide chances for your subscribers to have valuable face-to-face interactions with you and your brand.
B2B event email example: Salesforce
Best practices and strategies for B2B email marketing campaigns
If you’re wondering how to improve your email campaigns, don’t worry. We won’t leave you hanging — take a peek at three B2B email marketing strategies to use for your next campaign.
1. Personalize your content
Did you know that personalizing emails can increase clickthrough rates by an average of 14%? Even just starting an email with “Hi, [Recipient Name]” rather than a simple “Hello” creates a more engaging experience for your audience.
Users appreciate emails and marketing messages that feel geared towards their interests, behaviors, and personalities. This appreciation shows in their actions, too — along with increased clickthrough rates, personalized B2B emails can boost conversion rates by 10%!
2. Add value
We already touched on this a bit earlier, but it’s worth bringing up again: Send emails that bring value to your readers! Unless your recipients are incredibly loyal to your company, you need to give them a reason to not just open your emails, but interact with those emails further.
Curated content is one way to do that. You can also add value to emails by personalizing them (you’re sending them content that literally has their name on it, how could they not be intrigued?).
Think about customer needs, pain points, and interests, and address them in your emails. Not only are you sending the content they need directly to their inboxes, but you’re showing them the value you can offer to them. In other words, don’t be afraid to give the people what they want.
3. Test your content
Different email marketing platforms offer A/B testing features so you can test different aspects of your email campaigns. Feel like your Monday afternoon email blasts aren’t getting as much attention from recipients as they could? When in doubt, test it out!
A/B testing using control and test groups who are shown different variations of an email so you can compare the results between the two and continue launching the version of the email that produces better results for your brand.
With A/B testing for B2B email marketing, you can test email elements like:
- Subject line wording
- Subject line length
- Email content
- The dates and times your emails are sent
Convert more leads with B2B email marketing services from WebFX
Between creating the email content and managing the campaign, B2B email marketing can feel like a hefty task to take on. But with WebFX’s B2B email marketing services, our digital marketers can do the heavy lifting for you. Whether you’re looking for campaign management services or copywriting assistance for your emails, we’ve got what you need.
Savannah is a content marketer with editorial experience spanning several businesses. Specializing in social media and marketing trends, she loves talking about the latest developments in online marketing. When she’s not writing, Savannah loves traveling, hoarding books and coffee mugs, and adoring her cat. Please don’t ask her about famous true crime cases, or else she’ll tell you all about her theories and get absolutely no work done.
WebFX is a full-service marketing agency with 1000+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more
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