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B2B Marketing Email Examples and Tips

Operating a B2B business? Want to know more about email marketing strategy for B2B? Well, you’re in the right place. In this post, we take a look at some of the best B2B marketing email examples.

👀 Email marketing is a powerful tool for reaching out to potential or existing customers. In this article, we give you tips and best practices for implementing your email strategy with success, as well as email examples. Keep reading!

In this post, we explain:

Tips on Implementing Your B2B Email Marketing Campaign

How do you write a B2B marketing email?

To get started, there are a few preliminary steps you can follow: understanding your target audience, segmenting your email list, writing personalized content, improving visual design, testing and analyzing your campaigns.

First, an effective B2B email marketing campaign requires a good understanding of your target audience. Who are they? What are their interests? Their needs?

This information on your target will allow you to then segment your email list, dividing it into smaller groups based on specific criteria. With this, you can start writing your emails and create targeted and personalized content that is more likely to drive engagement for each segment, since more relevant to them.

While your content is very important, don’t forget the visual design of your email! Use a nice header, consider including images or infographics. Stay true to your brand identity.

Finally, testing and analyzing your campaigns is a key step for improving. Use A/B testing tools for testing different elements of your emails, such as subject lines or calls-to-action. Most email marketing tools will also allow you to analyze metrics like the open, click-through and conversion rates.

💡 Be clear on email marketing best practices. Make sure to update and clean your email list, personalize your content, and follow the law! You can check our 3-step email marketing checklist here.

👋 Want to learn more about legal requirements for email marketing?

🔍 Check out our comprehensive and practical guide here

b2b marketing email examples

The Do’s and Don’t’s of a Successful B2B Marketing Email

Here are a few key elements to take into account, which you will see below in our B2B marketing email examples.

What to do:

Attention-grabbing subject lines, this is the first sentence to raise interest;
Personalized content, including in greetings (avoid generic “team” signature or “dear client”);
Concise messaging, if too long, people are less likely to read;
Strong call-to-action, should be visible, clickable, short.

Common mistakes to avoid:

❌ Overusing complicated industry jargon 👉 focus on short and simple sentences;
❌ Sending mass emails 👉 use segmentation, email should feel like it was customized for the recipient;
Ignoring mobile optimization or design 👉 test your email on different devices before sending;
❌ Being too sales-focused 👉 it will most likely have the opposite effect;
❌ Sending too many emails 👉 this could result in recipients unsubscribing from your emails totally.

👋 Do you provide a way for recipients to unsubscribe?

Under major privacy laws, including Europe’s GDPR and the US’s CAN SPAN Act, it’s a requirement. Plus, it’s useful for feedback and for avoiding being labeled as spam.

🔍 Check out our guide on how to add an unsubscribe link and comply with the law!

3 B2B Marketing Email Examples

#1 B2B Marketing Email Templates: Prospecting Email

[Subject line:] Question for you

Dear [first name],

It’s Anna from [company – sender]. I’m emailing professionals like you who offer web services to propose a partnership.

Do you have 5 min free this week to discuss?

[CTA] Book a call here →

Best, Anna, from the [company – sender] team

This email is very short, but effective. The subject line is catchy, the CTA is clear. A low amount of information increases curiosity!

#2 Promotional Email

[Subject line:] 48 hours left – Do this now, and save money!

Dear [first name],

Every month, you spend [monthly amount] for your subscription with us. If you switch to a yearly plan within the next 48 hours, you’d save up to [monthly amount] for the first year, equal to 2 free months of your current subscription!

[CTA] Save up to [monthly amount] with a yearly plan now →

Any questions? Please reply to this email. Thank you, Anna, from the [company – sender] team

This email is based on a sense of urgency, and the benefit for the other company = spending less for their subscription!

#3 Newsletter Email

[Subject line:] 👋 Hey from [company – sender]

Dear [first name],

Here’s what happened recently:

  • Latest trends in [the industry]
  • Product updates / Popular products / Get more out of our products
  • In case you’ve missed it
  • Latest articles

That’s it for this month! Thanks for reading.

If you have any questions, feel free to reply to this email. See you next month with more exciting news!

A newsletter email is best if the product section and the resources are tailored to the recipient. Here, what is important is layout and structure, since this type of email can get quite long.

Do you make this one mistake when sending marketing emails?

👉 Find out now

Learn more