8 B2B Email Marketing Best Practices (with Examples)

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Are you reaching out to the right prospects? Are you effective in building relationships?

Do you know that most sales teams suffer from low engagement rates because of the way they reach out to their prospects?

That is where B2B Email Marketing comes into play. A simple yet powerful strategy designed to nurture prospect leads and turn them into customers. 

An effective email marketing campaign can give you high-quality leads and more opportunities for sales conversations. 

Many digital marketers agree that email is still the most effective channel for B2B marketing. It generates three times more revenue per dollar invested than social media and other channels.

What is B2B Email Marketing?

What is B2Bemail marketing

B2B email marketing is a strategy to engage your sales prospects by educating them about your product or service through regular emails. It is considered an effective marketing tactic because it maintains a strong relationship with your old, new, and potential customers and converts them into Leads through constant engagement.

In other words, businesses use B2B email marketing to sell their products or services to other businesses.  

Our 8 B2B Email Marketing Best Practices 

B2B email marketing best practices

In a B2B context, email marketing is the most effective channel for reaching target customers and nurturing relationships. However, it is not easy. If you are looking to improve your B2B email marketing strategy and take advantage of this powerful tool, here are some best practices. 

1. Make it Personal

Use data about your customer’s interests and preferences to create relevant messages that speak directly to them. 

For example, if one of your prospects has signed up for an account with you recently but hasn’t made any purchases yet, they may be interested in a product demo. If you know that someone who works at an organization has attended a conference recently where your company was present, send an offer for free tickets in exchange for attending the next event with them at their company. 

You could also send periodic updates about industry news or trends that might be relevant to them.

Plus, you should never write an email that sounds like a mass mailer. Instead, make it sound like you are writing directly to each person on your list. You can do this by using their first names and referring to things they have talked about in the past.


  1. “{First name}, we wanted to let you know that {company} is offering a special discount on {product/service} for the next two weeks.”
  2. “{First name}, I was wondering if there is anything new happening with {company}?”

Here’s a real-life example:

B2B Email marketing best practices: Personalize your emails

2. Make it Professional

Always show professionalism when sending emails. People will notice when they see personalization too much or too little. You want everyone who receives these messages from you to feel respected. 

You should pay attention both in the beginning and later follow-up. Send follow-up emails quarterly or monthly to engage with them.

3. User-Friendly Content and Template

A user-friendly template is the best way to ensure your email communications are effective. It means that your messages are easy to read and understand. The email should contain only the essential information needed for the recipients and provide them with your complete contact information.

An attractive template with the same look and feel as your other emails will also help you stand out. Do not forget to customize each email, using the recipient’s name, company name, or other relevant information in your subject line. You could also consider sending a survey or asking for feedback via email as part of your strategy.

4. Choose the Right Time to Initiate Your Campaign

When it comes to email marketing, timing is everything. Make sure you are sending emails at the right time of the day and in the right season. It will help your messages reach their inboxes, and you will have better chances of hitting your target.

5. Intriguing Subject Lines

It is important to have an intriguing subject line to get your reader’s attention. For example, you could use a question or something relevant to recent news or trends. The first thing that a customer sees is the subject line. You can grab their attention and make them want to read more.


  • “I can help you…”
  • “The one thing your competitors aren’t doing right now that could hurt you!”

6. Valuable and Conversational content

The most effective emails tend to offer valuable information or resources. For example, if you run a business that sells digital marketing services, you could send an email with a free guide or checklist on how to do digital marketing. If you sell products related to your business, you could also send out a coupon code or discount for a limited time.


  • Checklists
  • How to Article
  • Relevant News and Updates

In addition, your content should be conversational in nature. 

Here’s a real life example:

7.  Create an incentive for people to respond

Offer a reward for responding to the email (e.g., a discount) or provide some other benefit that is only available if they respond to your survey or request information. It will encourage more people to take action and give you more information about their preferences and needs.


  1. “{Company} is giving away {a free product/service}!”
  2. “{Company} is running a special offer for 10 lucky people…”
  3. “{Company} has some news that might interest you!”

8. Strong CTA

You want your CTA to be clear, direct, and actionable. It should tell recipients exactly what they need to do next. Asking them to click on a link or visit your website will provide too much information for them at once. Instead, ask them to complete an action directly related to the email or campaign. Such as signing up for a free trial of your product or service.

CTAs are used to increase engagement and conversions. The best way to do this is by adding a call-to-action (CTA) at the end of each email. You could ask recipients to share their thoughts about a certain topic; visit your website or blog; download an eBook; sign up for an email list; etc.


  • Sign up now for an exclusive discount
  • Swipe now before the end of the exclusive deal
  • You don’t want to miss this, right? Reply now 

Here’s an example of a creative and actionable CTA:

Benefits of Effective B2b Email Marketing 

Marketing emails are a cost-effective way to build relationships with your customers and prospects. The more you interact with them, the more they trust and want to do business with you. It means increased brand recognition and increased traffic to your site.

Relationship Building

  • Email is a powerful way to build lasting relationships with customers. You can send them valuable information that keeps them coming back for more. By sending out informative and interesting content regularly, you will be able to inform your customers about the updates in your industry and give them something to look forward to each time they open their inboxes!

It’s a Cost-Effective Marketing Channel

  • Email is one of the most cost-effective marketing channels available to you. It is easy to set up and manage and does not require much time or money to get started
  • You can send out a few emails each week to keep your customers informed about what is going on at your company and engage with them

Increased Brand Recognition

  • Email marketing is one of the most effective ways to increase brand recognition and build your customer base. You can send out newsletters or other promotional materials that allow customers to learn more about your company, products, and services. It is also a great way to engage your audience. You can demonstrate your expertise in your industry by providing helpful tips and information that will benefit them

It Increases Traffic to Your Website

  • Another advantage of email marketing is that it can help increase traffic to your website. A website is the most reliable source of information about any business. 
  • By sending informative newsletters, you can entice them to click through and learn more about the latest offers

Boost Sales Through Referral Links and Discount Codes

  • Email marketing can help increase customer loyalty. You can send out newsletters that offer special deals or discounts to your subscribers. It will encourage them to come back and purchase from you again 
  • You can also give away freebies or other valuable items in exchange for contact information. It will allow you to reach out and communicate with customers in the future

Common Challenges in B2b Email Marketing Campaigns

B2B email marketing challenges

Challenges Best Practices (Solutions)
Finding the right content for your audience Use a lead nurturing tool to help you create relevant and personalized content that speaks directly to your customers’ needs.
Getting people to open your emails Use personalized subject lines and images in your marketing emails.
Finding the right way to follow up with leads who don’t respond immediately Send the emails containing a call to action at a convenient time of the day for the recipient or based on actions they have taken on your website.
Make people take action Encourage them to interact directly with you via your various social media channels. Use a strong and interesting call to action.

Why is Business-to-Business Email Marketing Important?

B2B email marketing is a powerful tool for businesses to reach their target audience. It increases your brand awareness and boosts your sales if you do it with proper research.

  1. B2B email marketing is an effective way to get in front of potential customers. Because the people on your list are already interested in your product or service, they are more likely to respond when you send them an email.
  2. It allows you to build relationships with prospects over time. It is more likely that they will try you out if they learn more about you and trust that you are a reliable source of products or services.
  3. You do not need to put an offer in every message. But also to give valuable content that helps educate customers about your industry and why they should trust you with their money (and personal information).
  4. B2B emails help companies stand out from the competition by showing their extra efforts to have such an extensive social media presence or reputation among peers.
  5. It gets you in touch with your leads and customers quickly. Email is an easy marketing tool to reach out to your target audience for updates about your company, products, or services. It is also to remind someone about an upcoming event. 
  6. It is a reliable source of information. It creates brand awareness by providing information about products and services directly from the company rather than through third parties like social media influencers or advertisements on other websites (both of which can be unreliable sources of information). 
  7. It means that people who receive emails from companies they know to trust those brands more than those they do not know anything about yet–especially when it comes time to make buying decisions.

Is B2b Email Marketing Still Effective?

Of course, B2B email marketing is effective because it is one of the most direct ways to communicate with your customers. It allows you to personalize your relationship with them and demonstrate your expertise.

It also builds trust with potential clients by showing that you understand their needs and challenges and can address the challenges with the solutions they will love.

Email Marketing can help you build an updated database. You can maintain a list of contacts who have expressed interest in your product or service. You can send them emails about new products or services that are relevant to them.

This kind of direct communication can be more effective than any other form of marketing because it is personalized for each recipient.

It helps you to easily track how many people open and click on an email message. This way, you can refine your approach until you get the desired results.

Conclusion: B2B Email Marketing Best Practices

The opportunities to reach potential customers using B2B email marketing are endless. Some businesses are still reluctant to target their audiences outside the existing markets for fear of being too intrusive, but this is a negative approach. 

Email is an established and effective form of communication, with companies receiving thousands of messages per week. 

When used correctly, the business benefits are measurable in comparison with other (costly) tools of advertising and publicity.

Considering its effectiveness, you must also take advantage of that. The B2B email marketing is constantly evolving, with new rules, regulations, and strategies.

Stay tuned to our blog for more information on B2B email marketing and other aspects of digital marketing.

About the Author

I have been in the 'online business' space since 2009 when I started an eCommerce business selling motorcycle parts (sold in 2012). Since then I have owned and operated several successful online business (and had a fair share of failures), along with owning offline home services businesses. Currently my focus is online businesses that are profitable with paid traffic. As a 'self employed individual' I do not use Linkedin, but you can connect with my on my personal instagram and youtube which largely revolve around my mountain biking passion!