B2B Email Marketing

5 B2B Email Marketing Techniques that Can Boost Engagement and Conversions


By Filza Naveed

We’ve seen plenty of great email marketing ideas from B2C companies to inspire your next campaign. But what about B2B email marketing ideas? Even though B2B email marketing involves marketing to other businesses, it’s still important to put a human touch to all your email marketing campaigns. B2B audiences are also human, after all!

In many ways, B2B marketing can be trickier than B2C marketing. This is because there’s a longer nurturing process with B2B buyers. With B2B, you need to use different approaches to gain the trust of the buyer before he/she can commit to buying your product or service. As a result, the B2B email marketing process can be lengthier and often requires a nuanced approach.

If you’re looking to create some stand-out email marketing content as a B2B email marketer, you’ve come to the right place. We’re going to cover examples from five B2B companies that have different techniques to capture the attention of their target audience, and how these ideas can help improve your next B2B email marketing campaign.

1. InVision

InVision newsletter
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Stellar content marketing is essential to the success of a B2B company. That’s why some of the best B2B newsletters educate their email lists with their latest and most popular blog posts. Providing valuable insight can help build trust with your audience.

Once you establish trust, your subscriber is more likely to buy your product or service in the future.

InVision, a leading product design platform, knows the power of building trust through educational blog content.

InVision creates their entire newsletter around blog content. They divide their most popular thought leadership content into different color blocks at the top.

Moving away from the illustrative design blocks at the top, the rest of the newsletter focuses on using stock photography to highlight some of InVision’s other blog content. This contrast in imagery is also a great way to test what kind of visuals work better for your audience –  stock photos or illustrations.

With the sole purpose of educating their audience, InVision’s newsletter is more likely to move their non-customer readers into using their platform in the future.

2. MailChimp

MailChimp welcome email
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With B2B email marketing, once a potential customer signs up to receive your newsletter, you need to send an effective onboarding email that helps him/her become familiar with the main features of your product.

The above newsletter from MailChimp is an excellent example of an onboarding email that highlights the benefits of using the platform.

B2B products and services can sometimes be overwhelming for customers because of the vast array of features and integrations they often offer. With that in mind, try to simplify the process as much as possible, especially if the potential customer is signing up for your emails for the first time. It’s important that you don’t overwhelm the new subscriber during the early stages.

In this email, MailChimp simplifies their products’ unique selling propositions (USPs) beautifully. The message is short, simple and to the point. The email design is also straightforward; MailChimp chooses to focus on only one benefit with this onboarding email and uses only one color to communicate their message.

If you’re looking for more ideas on how to welcome first-time email subscribers, check out these tips on crafting a killer welcome email.

3. Salesforce

Salesforce email
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Some of the best B2B email marketing campaigns captivate subscribers by crafting a compelling story.

Salesforce is a pro at keeping their subscribers at the heart of their stories. They also attempt to create an adventure narrative within their newsletters. In the above example, they give the idea of embarking on a trail or voyage toward success. This draws readers in and makes them feel as if they’re on a journey, too, with several exciting stops along the way.

Salesforce uses the idea of “trailblazing” throughout their copy, highlighting all their unique events that will benefit their target audience. The visual imagery is fun and adventurous as well, with a lively image of a campfire moment at the very end, giving you a visual interpretation of your customer success journey.

4. Later

Later newsletter
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Some of the best B2B email marketing highlights partnerships with other businesses. This not only solidifies relationships with other brands but also tells your audience that you’re a collaborative organization that thrives on creating value for customers through effective partnerships.

In the above newsletter, Instagram scheduler Later does a great job of announcing their partnership with HubSpot and other small businesses. By highlighting their partnership with a reputable brand like HubSpot, Later is announcing to its audience that it’s a serious brand you can trust.

Later also incorporates videos into their email newsletter, which immediately piques the reader’s interest. Research suggests including videos in your emails can boost open rates by 19%.

Later also stuck to a singular goal in their email newsletter: educating the reader on using Instagram stories. The design is simple and Later divides each piece of video content into separate blocks, making it easier to digest.

Take the lead from Later, and start experimenting with inserting videos in your B2B email newsletters. You’re bound to see an increase in your email open rates.

5. Trello

Trello Christmas email
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If you’re a B2B company, don’t be afraid to tap into your holiday spirit and create fun email newsletters for the holiday season. Seasonal newsletters have always been my favorite because they allow for a little more creativity.

In the above newsletter, project management tool Trello is able to show how their brand is unique and fun. The simple design doesn’t overwhelm the user and the Christmas-themed elements help illustrate 12 unique Trello selling points. The message captivates the reader in a fun and creative way.

By adding their take on the infamous Christmas carol, “Twleve Days of Christmas,” Trello can draw their audience in through a common Christmas experience.

If you truly want to stand out with your B2B email marketing, don’t be afraid to do something different around special holidays or occasions. Finding a creative way to leverage holidays can help you connect with your customers!

Final Words

Are you inspired to try some of these email newsletter techniques for your B2B email marketing campaigns? Which ones were your favorites? Share with us in the comments below. If you’re looking for ready-made templates to save time during this crazy holiday season, or if you want to create your own email templates, you can check out ContactMonkey’s new email template builder.

And remember: Before you decide to hit “send” on your freshly-revamped email newsletter, be sure to also test and preview your email. Email testing needs to be a part of your B2B email marketing process—even awesome emails can break from time to time.

About the author

Filza NaveedFilza is a content marketing specialist at ContactMonkey. During her free time, she’s working on her creative writing or exploring community events in Toronto. She loves sharing insights and engaging with other marketers. Follow her on Twitter: @filzanaveed.

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Author: Melanie Graham

Born and raised in New England, Melanie has a background as a writer, editor and journalist. After roaming the U.S. as an expert vagabond, she’s landed in Denver as Email on Acid’s content manager. She’s a music nerd at heart who loves spending time at the piano.

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