What is B2B Email Marketing? Tips and Examples for 2026

In fact, B2B email marketing can be just as creative and engaging as its B2C counterpart. Although I've used dozens of different tools, I'm most familiar with Mailchimp and Kit (I use the latter for my personal newsletter!). Now, at EmailTooltester, I'm using my experience to help businesses like yours find the best email marketing services for your needs. I know the ins and outs of tools like Brevo, MailerLite, and Hubspot, so let me know if you need help picking the right one!

What works well for Unbounce is the email is sent in plain text, rather than a HTML designed email template. The live demo can be hosted through screen sharing on Skype or through a video chat. The latter might take more time, but once you have a case study or two, you can use these for several months or years to come. Eyequant’s case study email starts by explaining the challenges similar companies face. A case study is a great way to show how your product can help a business improve, whether that’s in terms of sales, productivity or communicating with customers. As B2B buyer’s move further down the funnel, the value of a case study grows.

We’ve put together a quick overview of some of the most popular email marketing solutions out there for small-to-medium businesses. Backed up by both professional opinion and industry statistics, email has an important value for businesses in creating sales leads and revenue, and retaining customers. The role of email as a measurable, cost-effective marketing channel is clear. Most subscription businesses offer two forms of payment – monthly or yearly.

Pay Attention To The Email Header

We started this B2B email marketing list with Buffer, and as they are the masters of email marketing, we’re using Buffer again. But, while you're busy developing new code, testing new features or rolling out Beta versions of a new product update, the majority of your customers will remain unaware. UserTesting.com lets you pay for people to test your website. To increase response rates, Headspace offers an incentive where participants can win a free 3 month subscription. Headspace, the meditation app that has more than one million downloads, comforts the reader immediately with this survey email by opening up with “Yes, it’s a survey. It looks authentic and feels genuine, which makes the reader feel valued.

B2B email design and content best practices

Having worked as a digital marketer for a host of online businesses, I've tried, tested, fallen in love with and despaired with so many marketing tools. The fact is, businesses are BUSY, and already know all the tricks in the marketing game, so often appreciate getting straight to the point. A typical B2C journey involves the recipient opening the email, clicking through to a webpage and making a purchase or signing up for a service. Although Return on Investment (ROI) is the main goal of both communications, they each take a different approach. This will then allow you to organize your contacts and manage the type of follow-up they will receive.

Benefits of B2B email marketing

Promote the event through email marketing, and include the details of when, where and why attendees should join. A study by BrightCove and Content Marketing Institute found that meeting potential customers is the most effective tactic for B2B marketers’. There’s no better way to promote an event than to invite people that already know who your company is and what you do.

Create content assets around security FAQs and GDPR compliance to shorten the 6-to-18-month sales cycle. Segment the list by user role and engagement level. Integrate product usage data into the email platform to trigger behavioral messages. In B2B, if they haven't opened it by day three, they probably won't. On small lists, a few random clicks can skew the data and lead you in the wrong direction. It’s easy to get trapped in vanity metrics while the real pipeline impact remains a mystery to leadership.

• You could create the most impressive B2B email marketing campaign the world has ever seen.
• Instead, your target audience is a group of people who determine whether the company purchases your product.
• KPIs (Key Performance Indicators) are measurable metrics tied to the goals you’ve just set.
• Determining your B2B email marketing benchmarks is crucial — you shouldn’t be setting goals willy-nilly.

Integration in email marketing is the tying together of relevant software and tools to optimize your performance. Choose a platform with features that improve deliverability rates, like list hygiene tools, spam testing, and guidance on email best practices. You can also check out our round up of the best marketing automation software if you’d like to know more about the strongest options in this category. The best platforms let you divide your audience into smaller groups based on factors like location, behavior, or purchase history. When choosing your email marketing platform, it’s important to focus on the features that will have the biggest impact on your marketing success. It’s famous for its wide range of features and templates, as well as having a pretty user-friendly interface.

B2B email marketing templates

SDR call attempt and voicemail (Day 12) 29. SDR follow-up email referencing the marketing content (Day 7) 27. Final value summary with clear CTA (Day 8) 16. Social proof from a similar company (Day 5) 15.

Track the Right KPIs to Measure Performance

So for prospects that were not sure whether SumAll was the right fit for their business, announcing this kind of news is likely to have a more positive impact. In doing so, they were able to create new interest in their product offering. Example provided by SumAll (now acquired by another company). Each week, CrazyEgg and Kissmetrics founder, Hiten Shah sends a roundup of his favorite posts on topics that include SaaS, marketing, sales and growth.

HubSpot also features as our number one choice as the best CRM for small businesses. Brevo was developed to fill a gap in the market, offering a user-friendly, one-stop-shop for email marketing and automation to small businesses. We’ll now explore what the best email marketing services have to offer small businesses, going over the pros and cons in more detail.

The reason why we do this is because according to research, 36% of B2B buyers’ seek out white paper content during the initial stage of the buying process (as shown in column one in the chart below). This is the fastest way to get more people to read and download the content. Remember to use simple language so instead of including “Feature enhancement 4.2”, you explain how this change impacts the user, i.e. It doesn’t have to require a film crew or include special effects, all you need is to be visible and on screen. It's not promotional in any way, other than providing the reader with some thought-provoking content. (This email template works well b2b email marketing for lead nurturing or customer marketing campaigns).

"Here's what implementation looks like" (Day 2) 14. Summary of their specific use case with proof (Day 0) 13. Comparison guide or security overview (Day 12) 11. Confirmation + what makes your approach different (Day 0) 7.

Mailchimp is one of the most commonly used marketing platforms and is often the first port of call for small businesses looking for an email service. The platform is best suited for beginners who are after quick, simple features with ready-made templates and easily accessible phone support. If your B2B business specializes in ecommerce, Omnisend could very well be the best B2B email marketing software for you.

By doing nothing, you make it difficult to create a strong impression. Studies show that 48% of organizations believe email is one of their most effective channels to generate new leads online, while 59% of B2B marketers say email is the most effective channel for generating revenue. Her leadership experience shapes her perspective on marketing strategy, attribution, and the systems modern revenue teams use to drive sustainable growth. She specializes in revenue-driven marketing strategy, demand generation, and aligning marketing and sales organizations. Without that layer, you get conflicting messages and no clean attribution. RevOps holds it together with shared infrastructure, naming conventions, and suppression lists.