2B email marketing examples & why they work [2023]
Email marketing campaigns have been used by business-to-business firms for years to engage with new leads, reach a larger audience and generate more revenue.
Some companies are still using this channel incorrectly, unable to create email marketing strategies which capture the attention and interest of busy audiences.
Here are 20 great email marketing examples that will help you to see:
- What makes an effective email?
- How to create content that will attract potential customers
Let’s start!
What is B2B email marketing?
B2B Email Marketing is a strategy for reaching out to business-to-business clients.
B2B campaigns are designed to generate leads by identifying the problems of your target audience and providing solutions.
B2B content should be more straightforward, benefit-focused and educational than B2C content, as it can have a significant impact on a company’s bottom-line.
Why do B2B businesses need email marketing?
Find out more in the next section.
Why email marketing is important for B2B companies
Email marketing is worth investing in, as the industry is worth approximately 7.5 billion dollars and will continue to increase over the next few years.
Email marketing can help companies connect with their audience and generate more leads.
We’ll look at and some of its benefits.
- Improved return on Investment (ROI)Good emails marketing campaigns enable businesses to reach out to new customers, and drive revenue more cost-effectively.
- Improved lead generation:You are able to build engagement with email marketing campaigns by offering valuable content and opt-ins in exchange for email addresses.
- Increased customer retention:Clients like to feel that you are interested in their preferences. By sending personalized emails with offers, tips or recommendations, you will stay in front of your customers’ minds and strengthen customer relationships.
- Gain greater insight into customer behavior.Email Marketing allows you to track metrics, customer activity and purchase histories in order to target marketing efforts more effectively.
You can manage your emails and campaigns more effectively with software like Moosend.
Moosend allows you to create powerful, easy-to-use marketing automation tools that will engage your audience.
Let’s get creative by looking at some of the best B2B examples.
20 Great B2B Email Marketing Examples To Inspire You
It’s time to put your B2B email strategy into practice.
We’ve collected some of the best drip campaigns and emails from B2B companies.
See them all in action!
1. Asana
Subject: You are invited to Asana’s virtual workshop
Emails about events are an excellent way to get new customers, and to convince them to use your service to solve their problems.
Asana understood their assignment and designed an event email to promote their online workshops.
This is an educational and informative email that encourages the reader to attend one or more virtual workshops based on their requirements and familiarity with Asana’s solution.
Asana personalizes the email by using ” You are invited” to make the subscriber feel appreciated for being chosen to attend these webinars.
2. Greetabl
Have You Found the Perfect Client Gift?
Content of high quality is a great way to build business relationships. It leaves a lasting impact on the receiver and increases brand loyalty.
Greetabl is a simple solution that fosters relationships between companies and their clients.
The article encourages readers by highlighting how simple it is to place large orders for corporate functions.
Even if the buyer has questions, Greetabl offers an official Corporate Gifting specialist who can help.
3. Shopify
Subject: Join Shopify’s Partner Program
This email is an excellent example of a customized offer.
Shopify analyzed the recent activity and discovered that the recipient had created an online shop for someone else.
They want the subscriber enroll in the Shopify Partner Program, a group of web developers, designers, and consultants that use Shopify for e-commerce sites.
Shopify’s marketing makes the program personal, relating it to the reader with ” Like You” and indicating that it is a great solution for those who share similar interests.
4. InVision
Subject: Three ways that teams like yours use Freehand
We were divided by the recent pandemic, which led to new collaborations and remote work.
Many companies struggled during this time to adapt to the change and to make collaboration easier. With so many people now working from home, this was a challenge.
InVision studied the market and identified the problem. It then developed a solution.
This email introduces InVision Freehand, a product that allows B2B companies to collaborate more effectively and easily.
The remainder of the email displays the product’s key features and ends with a button that encourages people to try it.
Simple, yet effective!
5. Hootsuite
Subject: Save $700 on Hootsuite plans, certifications and more
Seasonal Marketing is a great email marketing strategy that will engage more customers and increase your bottom line.
This email is an excellent example of a promotion and sale based on a specific time of year.
Cyber Monday is a week-long sale where readers can purchase Hootsuite courses or products at a discounted price. This includes affordable plans, online courses, and even free trials.
Email subscribers can improve their social media skills and increase their revenue, while businesses can drive traffic and generate revenue.
6. Semrush
Subject: Increase online traffic
Companies should take advantage of professionally-designed newsletters, which are essential when building customer relationships and segmenting email lists.
Semrush’s email newsletter is a great example of what an email should look like.
Semrush uses a simple design to drive traffic and click through rates. The content is carefully curated, based on the recipient’s interests.
They can engage existing subscribers and attract new ones by customizing content according to their audience’s interests, needs and desires.
Semrush has also included a short survey that allows subscribers to provide feedback. This will allow them to gauge the response of these emails and, if needed, adjust their content with more accurate information.
7. Xero
Subject: Let’s start using Xero
These follow-up emails have one goal: to welcome newly subscribed users.
This message might appear more formal than some other examples, however readers expect this type of message to be sent after they have performed such an action on their first email.
Xero uses this email to thank readers for choosing their services. It also encourages the reader to make the first move by giving instructions on how to add their business contact details to the platform.
The brand also offers its solution to consumers who want to learn more.
8. Zapier
Subject: Your Zapier test has ended
These emails are usually sent when you sign up for a free trial of a software solution or a subscription.
This email is intended to inform the user when their demo or subscription ends. This email from Zapier informs the reader that their paid access has expired.
The user is also assured that the solution remains available, but only the features of the free plan are accessible.
Zapier offers its subscribers the option to upgrade to a paid plan to restore access to features.
9. Sprout Social
Subject: [Invitation] Introduction to Sprout Webinar
The sole purpose of webinar emails is to promote a company’s online webinars.
Email subject lines and invitations can be easily created. This is a great way to get the results you desire and to deepen your relationship with customers.
Sprout Social invites the reader in a familiar way to join a series of weekly webinars to learn about the latest features and get tips on how to use the platform.
This email also contains useful information such as instructions for registering, what to expect and a review of the webinar.
10. Salesforce
Subject: Are you ready to reopen? This guide will help you keep your employees and customers safe.
To generate more leads, promote case studies, guides or infographics from companies, as well as white papers, infographics and guides.
This content marketing strategy is designed to send emails to existing or potential customers, offering them guides and information that can help streamline their businesses. It also offers Salesforce services to solve their problems.
The CTA button will redirect the person interested in the guide to a landing site where they can view and download it, typically for free.
The emails are based on a simple format, which starts with a problem, then offers a solution, (which can be found in the guide), before concluding with what will be covered in the white paper.
11. MarkUp
MarkUp Workspaces beta is now LIVE!
This is how to announce the new features of a product.
MarkUp’s subject lines are designed to create excitement with emojis, exclamation marks and other slang.
People interested in MarkUp will want to learn more and test out the new features as soon as possible.
This email promises exciting new features and paints an impressive picture of Workspaces Beta on the platform.
MarkUp also invites the reader to share their opinions at the end of each article, which is another excellent way to engage readers.
12. Buffer
Subject: Do you know Buffer’s newest features?
Users may stop reading your emails, or unsubscribe for many reasons.
But all is not lost. Re-engagement emails can be used to win back your subscribers and remind them of what they missed.
This is the strategy Buffer uses.
They make their new solution look exciting by mentioning it in their emails.
Moreover, Buffer provides a useful catch-up webinar that will bring readers up to date with the latest product updates. The fear of missing out is used to encourage readers to join as soon as possible.
13. Trello
Improve remote interviewing
Trello’s colorful and entertaining email offers excellent marketing tips to conduct better remote interviews.
The newsletter is designed to increase click-through rates, even though there is little interaction between the reader and the content. It offers personalized content that resonates well with the audience.
Users can also access each resource via a customized CTA Button. Snippets provide information about each piece.
Trello invites readers to test their products for free at the end of their email.
14. Smashing Magazine
Subject: “Ethical Design Manual”: How to make honest design work for digital business:
You must share your product with customers if it is too good for you to keep all to yourself.
In the case of Smashing Magazine, it is a guide for creating digital products.
This email is a promotional message for the book. It includes bulleted information about what the users can expect to learn. There’s also a preview of the table contents.
Smashing Magazine provides a PDF sample of testimonials to encourage readers to buy this guide. Users can use the sample to make a more informed purchase decision.
The e-book is also free for those who subscribe to a paid plan. They may even receive a discount of $5-$10 on future products.
15. Webflow
Subject: Keeping local businesses afloat
You may need to encourage users to buy your solution if they hesitate.
You might just need to send them a small email to reassure them that you are there for them.
This strategy is used by Webflow to show readers that the first step doesn’t have to be scary.
By listing the features of their service — such as three free templates for websites and discounts on specific features — Webflow makes a good impression.
The readers will feel secure knowing that Webflow is with them at every stage of their journey.
16. Divide and conquer
Subject: Update for April — Let’s get through it together
COVID-19 was a problem for many businesses a few years back.
It was a period of turmoil, confusion, and struggle — but many companies like Divvy stepped up and helped others to make the journey easier.
Divvy’s subscribers can get through the storm with valuable resources to help them drive traffic.
By creating relevant and engaging content this company is able to drive the desired conversion rate and generate more leads. They also reassure readers that Divvy will be there for them in the future.
17. Google
Subject line: Get help creating your first ad
Paid advertising is used by many companies to increase traffic to their websites and to reach more interested audiences.
Google is aware of this and wants to show potential clients how easy it is to create effective advertising using their services.
Google lists the benefits of its solution to persuade customers.
To emphasize their excellent service, Google adds statistics showing subscribers how many businesses have increased conversions with Google Ads.
Google has provided a link to a useful case study for those who are interested in finding out more.
18. Paypal
Subject: What lessons did other leaders take from a turbulent 2022?
PayPal takes advantage of this information to gain valuable insights.
This email contains valuable resources for those business leaders who are interested in what the next year will bring.
This guide will help you learn from your past mistakes to better prepare yourself for the future.
The resource is a collection of insights from leaders with experience, so the reader can be assured that they will learn something new.
This simple email aims to increase traffic, conversions and open rates through the use of compelling content.
19. Harvest
Subject: Want to increase team productivity and retention. Here’s how.
Do you want to increase team productivity and retention levels? You betcha!
It’s difficult to ignore a subject line that is so compelling.
Harvest’s monthly email is not only visually pleasing, but also contains content that resonates well with its audience.
This newsletter is not only a valuable resource for those interested, but also an announcement.
Harvest invites its subscribers to click the CTA button at the bottom of the email and read more about the product.
20. Pitch
Subject line: Confirm your email address
This is a more automated email that informs the reader there is only one step left before they can access their account.
This is a standard email sent by every company when registering on the platform or creating an account.
Pitch’s email acknowledges the transaction, putting clients at ease. By establishing their credibility, they create a positive impression and convince readers that the investment is worth it.
That’s all! Finally, we’ve reached the end of our list.
Use this information to write emails that will grab your clients’ attention.
Before we go, let’s quickly review the differences between B2B vs B2C.
What’s the difference between B2B email marketing and B2C?
Let’s take a closer look at this topic.
Both concepts are aimed at communicating with customers, and both guide prospects through the funnel. However, they differ in four important ways:
- The B2B buying cycle takes longer than the B2C. B2B buyers often consider all aspects of a product before making a purchase, and there are more stakeholders involved. B2C is shorter, and relies more on the impulsive nature of the buyer.
- Tone of voice:B2C content is casual, friendly and personal. It aims to capture someone’s attention by being simple and relatable. Although B2B content is also more casual, it tends to be professional and objective.
- Email Timing: Timing is everything in email marketing. B2C can be sent at weekends or late evenings, but B2B requires more caution. Sending emails during the weekdays is better than sending them on the weekends. Try the A/B Testing feature in any email marketing program to find out the best time to send emails.
- Types of email content Email marketing for B2C focuses on evoking emotions in people through appealing visuals and personalizing messages. B2B focuses on features and benefits that save businesses time and money.
You’re Next
All of the companies in this article know how to keep customers’ attention and engage them effectively.
Moosend can help if you require an extra pair hands to craft emails that will generate leads.
Moosend’s email automation features, which drive revenue growth, and its beautiful email templates for building relationships can help you convert casual visitors to buyers.
Do you not believe us? Do it yourself now!
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