It’s said that an average business person gets around 91 emails a day. How can we B2B marketers stand out in that daily barrage?
Email marketing is an essential part of your B2B lead nurturing and sales funnel: sales-focused emails to prospects, triggered emails to individuals who’ve taken certain actions, and targeted content to push potential leads from knowledge to consideration, and ultimately to sale. In today’s crowded inboxes, though, it can be difficult to stand out and ensure your message is heard. If you’re looking for new ideas to test in your email campaigns and move the needle, we’ve got several B2B email marketing examples and ideas for you to test.
Keep in mind that the most important part of developing your B2B email marketing strategy is to test and learn. What might make a splash for one particular business or vertical may not be as much of a hit with others. Use the below suggestions as an opportunity to expand your current tactics, and always A/B test an innovation with a small subset of your database. Let’s look at some B2B email marketing examples first.
1. The Follow Up Email
This is often done after an event or a meeting, so it would be a good time to go as visual as you want with this one. Make sure that you helpfully show links to what was discussed, and offer up extra information beyond the discussion or talks. This is also a good time to introduce a call to action button. Maybe have them sign up for a demo or join the list.
2. The Product Introduction Email
On top of press releases and formal event launches, one of the most reliable ways to announce your new product or feature is through email. This goes straight to your target subsets and audiences faster than any press release could.
We suggest making sure that only the essentials are in your template, maybe a video or single photos at the most, with a link to a specific webpage or download that describes the product in detail.
Pro-tip: when discussing the features of each product, have each feature directly linked to a deeper description in your website. You can now have some statistics to trace which feature interests your customers most, on top of finding out how many people in your captured list are interested in the product itself.
3. The Interesting Content Email
Sharing an important or valuable new statistic or information is a good way to keep your prospects and leads engaged. Keep the template light on graphics, but organized enough to structure thoughts and ideas so that even the fastest skim through the email on a mobile device will ensure that the reader will have the gist of it.
Pro-tip: don’t do this often. Let this be a rare occurrence so that your prospects will actually look forward to receiving this gem in their inboxes.
4. The Solution Email
A rather specific call to action is when you can ask your prospect directly what feature or solution your organization can offer to solve one of their pains. Style this as you would your product introduction email. Keep the graphics light, highlight the features that you think would appeal to them most, include a bare bones description of exactly which pain points your product would be able to ease.
5. The Learn With Us Email
One of the most beguiling questions that could ever be asked of a professional is “would you want to learn?” When offering live demos, white papers, webinars, free courses, or case studies, we suggest just putting in the essentials (what it’s about, where they can download or how they can join) and making the sign up button as big as you can.
Now let’s look at one of the best way to get better emails opens and clicks: the subject line.
6. The Business Name Drop
Email personalization is table-stakes to stay competitive in the B2B email marketing space. You’re already personalizing your email greetings (“Hi Sam-,” “Dear Attra,” etc.), but have you considered using another data point you have on your target? Their business name:
“Solutions for [[COMPANY NAME]],”
“We Can Help [[COMPANY NAME]] Achieve its Goals”
From marketing managers to the C-suite, individuals love seeing their businesses’ name in lights. So why not personalize your next email marketing campaign by citing their business in your subject line or body? Heads up: be sure to ensure that the grammar and punctuation you write around the business name will be correct for all businesses. For instance, some businesses begin with a vowel so don’t write, “A [[COMPANY NAME]]…”
7. The Favor
“Can I get your help on something?” It’s a short, simple phrase that can immediately put someone’s guard down and make them likely to take action. Use that human truth to your advantage with this B2B email marketing example. Your email platform is likely already configured to deliver marketing messages from an individual, often the business development professional assigned to that account. If so, deliver a simple text-based email from them asking for a quick favor from the recipient. The favor could be asking to fill out a survey (like the image below), RSVP to an upcoming event or webinar, or reply “yes” or “no” regarding a particular offer or service that is expiring.
The goal of this type of email is to solicit a small response from a cold prospect, since the enemy of a B2B marketer is an inactive target. Text-based emails can also be particularly effective when interacting with the C-suite.
8. The Series
You already plan out your email according to a content calendar, even developing drip campaigns for particular sales funnels. Why not consider designing a multi-email series, which you make known to your recipients? If you’ve got a number of pieces of content to share, break them up into separate emails sent at a clear cadence. Then, you can make recipients aware of your series and even call it out in your subject lines:
450% Increased Email Opens (1 of 3)
How X Corp saved $35k (2 of 5)
5 Mistakes You Should Avoid (5 of 5)
Depending on the campaign, you can also have recipients opt-in to the separate program to declare their interest and commit to the cadence. One concern of this is that the heightened frequency might contribute to higher unsubscribe rates, so be sure the content is valuable and the campaign is well thought-out before testing.
9. The Holiday Send
In addition to testing different times of day and day of weeks for your email sends, consider testing email sends around holidays and long weekends. Yes, we all know that B2B marketers stop marketing on off-hours, but this may be your chance to shine. While many B2B marketers avoid times immediately before and after holidays, it can actually be a lucrative opportunity. Chances are schedules might be light the day before or immediately after a long three-day weekend or holiday, so consider sending an email to set up a call with your team or encourage them to watch an on-demand webinar. You might see response and attendance rise.
10. The Idea Adopter
Inspiration can come from anywhere. So if you’re a B2B email marketer, sign up for email lists in, our outside your industry to keep tabs on what your email-savvy co-marketers are up to. If you like an email, it’s likely to catch your prospects’ eye as well. So watch competitors and don’t be afraid to test an innovative idea with a small subset of your database.
No matter which B2B email marketing template you test, ensure that the emails are written specifically for the persona and segment that they are meant to reach. For example, in the InsightBASE® platform you can select and target contacts by job level, marketing VPs, and marketing managers, for example, and personalize a different email template to target those personas.
Good luck – and happy testing!