6 B2B Email Marketing Examples to Get More Results

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Did you know that creating good B2B email marketing campaigns can be the difference between having your messages read or simply ignored?

According to a study by MailerLite , the average email open rate is 41.31% , while the average click-through rate is 3.01% . Furthermore, Statista pointed out that email marketing revenue in 2023 was estimated to be over $10 billion worldwide , proving the power of B2B email marketing in sales.

Key takeaways from this article:
B2B email marketing offers several benefits to the company, such as increased brand authority, improved customer relationships, lead nurturing, increased retention and loyalty, optimized prospecting, etc.
It should be sent according to the stage the lead is at in the sales funnel or considering the customer's profile, when analyzing their preferences and needs.
Email marketing can have several objectives, such as first approach to the lead , follow-up, lack of response from the customer, sending a proposal, scheduling a meeting or call, etc.
To get your email right, it is vital to define the profile of your ideal B2B customer, have in-depth knowledge of your persona, select materials and content for each phase of the purchasing journey and carry out A/B tests to test colors, subjects and CTAs.
Do you want to have a more efficient and productive sales process? Download our complete e-book Guide: How to prospect new customers and generate qualified leads for free . Also, take the opportunity to start your experience with Agendor CRM with a free demo !
Still based on data from Statista, email is a channel with a high average return on investment (ROI) , which is why it is widely used by marketing professionals around the world.

However, just like any corporate communication channel, it is necessary to pay attention to good practices, use appropriate B2B strategies and avoid becoming SPAM in the life of the lead or customer.

To help you in this endeavor, boost your sales and strengthen your relationship with your audience, in this post we explain how it works, the advantages and examples of B2B email marketing, as well as tips on promising strategies.

How does email marketing work for B2B?
B2B email marketing works in a similar way to B2C , changing, of course, the content and the ways of connecting with the lead or customer. The idea is to send information about the company and its solutions, rich materials, industry news and promotions, maintaining a relationship with the public.

However, to generate good results, content must be strategically selected, taking into account the stage the customer is at in the purchasing journey and the sector in which the brand operates.

8 advantages of B2B email marketing
Regular and strategic sending of B2B marketing emails contributes to the entire commercial process of telemarketing leads, egypt telephone number data the company , from prospecting leads to customer loyalty. This is because it can be adapted for different purposes, enabling the sending of various content formats, such as texts, photos, graphics, documents and videos.

With this in mind, the biggest advantages of adopting the email marketing strategy for the B2B market are:

greater business visibility;
increased brand authority in the market;
improved customer relationships ;
lead nurturing through B2B content marketing, guiding them through the stages of the sales funnel;
increased customer retention and loyalty ;
optimization of prospecting and lead capture;
increased conversion rate;
possibility of monitoring metrics in real time, in order to generate insights and adjustments for future campaigns.
6 B2B email marketing examples
B2B marketing offers a range of options for using email, which impacts the format and content created. However, don't think that this wide variety of objectives is bad; quite the opposite: it is a great opportunity to optimize the stages of the sales process .

How? See below examples of B2B email marketing with different subjects according to the stages of the sales process.

1. Email for first approach to the lead (cold mail)
“X tips for monitoring your team’s performance” (the lead’s objective);
“Hi! We met at event X” (name of event/fair/congress);
“A proven solution to increase your team’s productivity” (lead’s pain and challenge);
“A customized tool for company X” (lead’s company);
“X steps to achieve amazing customer management!” (lead need).
2. Email for follow-up
“Hi, (lead name), are you free for a 10-minute call this week?”;
“Having a problem with (lead’s pain)? 7 tools that can help you!”;
“Answers to your questions”;
“I have outlined the next steps for you”;
“Material I talked about yesterday at the meeting”;
“Content about (subject X) to answer your questions.”
Also read: What 48% of salespeople lose by failing to follow up

3. Email for lack of response
“Hi, (lead name), have you changed your mind about (name of your company or product/service)?”;
“Have I shown you our exclusive offers?”;
“Would you like to try (your company name)’s (product/service) for free?”;
“Have you read my proposal?”;
“X things (your company name) can do for your business.”
4. Email for scheduling
“Hi, (lead name), let’s meet up this week?”;
“Hi, (lead name), can I call you for 15 minutes?”;
“Meeting invitation for (lead name)”;
“Call reminder from (your company name) to (lead or business name)”;
“Can I confirm our meeting on X day, at Y hours?”
5. Email by lead's industry
“The X secrets to the growth of (lead’s company name)”;
“Every manager needs this tool” (insert the lead’s position);
“X benefits of (your company name) for (lead’s company)”;
“Why do managers of (lead’s business segment) use this tool?”
6. Email about the lead's pain points
“How to overcome (one or two lead pains)?”;
“X proven tips to stand out in (lead’s industry)”;
“What you need to know as a sales manager (lead position)”.
How to use B2B marketing in email?
There are many strategies that can be used in B2B email marketing campaigns. However, before putting them into action, it is necessary to pay attention to some factors that directly influence the results obtained when sending the email. They are:

defining the ideal customer profile (ICP);
in-depth knowledge of the persona: behavior, habits, pains, needs, expectations, problems and desires;
types of content and materials sent, which must respect the lead's current moment;
A/B testing to compare the performance of subjects, CTAs , colors and email formats.
3 practical tips to boost your B2B email marketing campaigns
With good strategy and planning, this channel can be a great conversion tool. Check out our tips on how to use B2B marketing in your email marketing campaigns and boost your results.

1. Segment your contact base
Campaigns must be segmented by customers , respecting their stage in the funnel and purchasing journey.

If the lead has just signed up for the website's newsletter and downloaded a simple e-book, it's a sign that they are in the first stage, that is, they are not yet ready to buy.

Therefore, the ideal is to provide them with educational materials that talk about their problems and how to solve them, avoiding sending proposals for products and services.

On the other hand, if the lead downloaded an e-book that covers a specific and more in-depth subject, they can already receive special offers and conditions to close the purchase.

Remember: the greater the segmentation, the greater the personalization . And the more personalized the email is, the better its open and conversion rate will be.

Keep learning – B2B customer segmentation: what is it and how to segment with 6 variables?

2. Run campaigns for multiple goals
B2B email marketing needs to include all stages of the sales process, with campaigns and actions for each of them . This means thinking about content for lead generation, negotiation follow-up and post-sales.

One point that needs to be highlighted is that B2B sales have a longer cycle and are not impulsive. Because they generally have a higher value, they are thought out, planned and negotiated extensively.

Therefore, creating strategies for each phase of the funnel is essential to guide the lead through the purchasing journey and convert them.

In the infographic below, we present the 7 stages of the sales process. All of them should be taken into account when planning your B2B email marketing strategy.

b2b email marketing
3. Use technology to your advantage
Imagine if the marketing team had to manually segment leads and customers and send emails one by one? This is out of the question, after all, there are several email marketing automation tools that make this entire process easier, and also allow for the analysis of metrics.

And, when this tool is integrated into the customer relationship management system, CRM , it becomes even more valuable to the company.

This makes it possible to understand the behavior of leads and consumers across all communication channels, seeing what sparked the most interest or questions.

Additionally, CRM maintains the entire history of leads and customers, which makes it an indispensable tool for creating good B2B content marketing and email campaigns.

That said, if you are looking for a tool that can meet your business needs, Agendor can help you! Want to know how it works? Sign up and get a free demo of the Agendor software !

Watch the video below and find out everything our platform can offer your company: