The best B2B email marketing examples
Learn from the best. Discover some of the best B2B email marketing examples to inspire your next campaign.
Email marketing is one of the most common B2B marketing techniques and is used by over 80% of marketers in the B2B sphere. However, just because it’s widely used, it doesn’t mean its potential is easy to harness.
B2B email marketing is a technique that requires deep thought, strategy, and commitment.
To shed some light on this, we’ve assembled some of the finest B2B email marketing examples and explain how you can use them to enhance your campaigns and multiply leads.
B2B email marketing best practices you’d be bananas to ignore
Before we look at our examples, let’s uncover the secrets of the best B2B marketing emails.
There are numerous types of email marketing strategies, each with a different purpose and target audience. It can help to think about the types of marketing emails as a funnel which has different strategies for the various stages of your customer’s journey.
The results of email marketing take time to generate, and splitting the process into five stages can make it easier for you to develop cogent B2B email marketing campaigns.
The five stages can be defined as follows:
B2B email marketing examples to swipe and deploy
Now that we’ve covered some of the B2B email marketing best practices, it’s time to see them in action. Here are some of the best B2B email marketing examples at each stage of the funnel:
1. Awareness / Lead Generation Email – Webflow
This email from Webflow showcases some of the best practices of B2B email marketing.
Here’s what makes this a great example of a B2B awareness email:
- It gets personal straight away by using the personal pronoun, ‘you’.
- The company has established that its target audience is ‘small businesses’ and has shown empathy by displaying awareness that they need support.
- The tone of the copy is supportive and friendly, which instantly establishes a sense of trust for the reader.
- Webflow is offering the recipient free resources, including three free website templates and valuable tips.
- They don’t go into too much detail, so the prospect can remain intrigued.
- Their CTA is clear and in the form of a bold button, making it eye-catching and accessible.
- The design is simple and effective. Webflow has utilised negative space to highlight the important bits, like the headline and CTA.
Overall, this email is a great demonstration of how you should be cambodia email list communicating with your prospects who are in the first stage of the bio journey.
2. Consideration – Freelancer
This email from Freelancer is a great example of the kind of software development companies will switch to subscription message you should send to prospects once you’ve introduced yourself and retrieved some of their data.
It works well because:
- It addresses the prospect by name, which is a proven conversion technique.
- It makes it all about the ‘you’. Not only does the copy in this email consistently use the pronoun ‘you’ to personalise the reader’s experience, but it also adopts the position of the reader in i belize lists ts graphics, too!
- It gives the reader everything they want to know, without scaring them away with the finer details.
- The services are listed clearly with complementary graphics.
- There’s a story within the email. Notice how the figure at the top of the email looks disconcerted and the Ven diagram is in disarray – it has contrasting colours and excess writing. By the end of the email, the figure is shown to be smiling, and the diagram is now neat and monochromatic. This emphasises Freelancer’s message that they have a solution specifically for their reader.
- The CTA is placed in a button for clarity and purpose and has a deeper colour to draw the prospect’s gaze to it.
If you’re struggling to keep prospects interested after your initial interactions, take some inspiration from this email!
3. Conversion – Semrush
Now that your leads are warm, you need to find a way to convert them into customers.
This simple email from Semrush demonstrates some of the best practices of conversion emails, and here’s why:
- It creates intrigue by using a buzzword in a question-focused subject line – “How SEO-friendly is your site?”
- It’s short and punchy. Incorporating bullet points is a brilliant way to highlight key points and make the content more digestible.
- They’re not trying to sell everything. Semrush could have gone in hard with the sale of their subscription. Instead, they’re providing a free audit as a part of their 7-day trial to get their foot in the door. While you might want to sell your most expensive product, start small and build trust first.
- It uses the active voice to compel the reader to act upon the messages in the email. For example, Semrush uses words like ‘Start’. Without being pushy, this email is telling the reader how to progress.
- It oozes simplicity with the use of “just one click away” and positivity via the “To healthy days ahead” sign-off.
- The instructions included are clear and accessible.
- It utilises white spaces to highlight the important info and draw attention to the CTAs at the bottom.
- The colour scheme is simple but effective.
If a lead was already considering investing in Semrush’s services, an email like this has many of the techniques that could seal the deal.
4. Loyalty – Eighty3 Creative
This is exactly the sort of email you should be sending to existing customers to promote loyalty and solidify your brand’s relationship with them.
This email is a great example of B2B email marketing because:
- It has an intriguing subject line that will entice the readers to click on the email.
- It’s full of value. It’s not merely related to sales – it’s genuinely giving the reader something of value. This shows the customer that they are valued themselves, and not just seen as a source of profit.
- It’s personal. This email addresses the customer directly throughout the copy. We might sound like a broken record, but personalisation really is key.
- It tells a story, which is something that not many marketing emails can do.
- At the end of the email, the customer is offered more free resources in the form of their recently published blogs, which will draw the customer back to the website.
To retain existing customers, you need to send them emails that give them value and make them feel valued themselves. Exploring B2B email newsletter examples could inspire you to create emails that do exactly that.