30 B2B Email Marketing Examples To Inspire You
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Struggling with low-performing B2B email marketing campaigns? We’ve got you covered with 30 business boosting B2B email marketing examples from the pros in the field.
B2B email marketing is definitely on the top of its game as the most preferred channel for written communication between businesses for years now. In this years you simply cannot afford to neglect your B2B email marketing campaigns.
30 B2B Email Marketing Examples
If you still have no clue what to do with your B2B email strategy, here is a chance to peek into your competitors’ email campaigns. Learn, get inspired and craft killer B2B campaigns yourself. Let’s start!
1. Show that using your service is easy (example by Asana)
Asana’s platform helps teams manage their projects and communicate more efficiently. With this B2B email they introduce their clients to the Asana’s workflow and invite them to start a new project today.
This B2B email marketing example shows that your email might be a part of a welcome emails chain, but it could also be a re-activation email.
2. Announce new features (example by Atlassian)
Here is a B2B email marketing example by Atlassian announcing several service updates. The email starts with an offer for a free testing “right now” and the white background helps the blue call-to-action buttons to stand out.
This type of B2B email marketing campaign is great to maintain the B2B brand-customer relationship warm. You remind about yourself and announce what’s new.
3. Announce the launch of a new product/service (example by Buffer)
Buffer is a web application which allows you to reach followers on all your social media accounts from a single account. This B2B email marketing example shows how they announce the launch of their new iPhone application Buffer Daily. Use your marketing emails to announce product launches and product updates.
Also, ask your recipients what they think of your new product or service. This way you’ll show them their opinion matters to you.
4. Inspire your lead to get started (example by CampaignMonitor)
CampaignMonitor sent a B2B email to their clients to remind them about their email template builder. Use your marketing emails to remind clients about products or services they have not used for a while. There are plenty of B2B email marketing examples like this but what is more important is tо monitor your clients’ behavior and offer them solutions preemptively.
5. Show what you stand for (example by eROI)
eROI is a Portland based full-service digital marketing agency specializing in email marketing, strategy and web design. They created a great B2B email marketing campaign to remind their clients what they stand for in order to inspire them and motivate them to join their growing network.
6. Summarize the year (example by Flywheel)
Year in review B2B emails are an excellent way to connect with your readers. In this email Flywheel have many things to share with their readers. This B2B email marketing example shows how they include a preview of the complete review in the beginning of the email and complete the template with some colourful and funny photos of their employees.
7. Show several ideas to help your partner start (example by Freelancer)
Use B2B emails to introduce your clients to all your services. Freelancer sent this email to business clients listing all the services the freelancers on their platform can help with. This is just one of the B2B email marketing examples that show that complementing your email design with a fun image is always a good idea.
8. Send personalized updates (example by Intuit)
B2B emails can be used to remind your clients about an important information or statistic they could get from you. This B2B email marketing example shows that Intuit is using their emails to remind clients to check their credit score. This is something every business would care a lot.
9. Announce merges / new partnerships (example by Klientboost)
Do not miss to announce merges, acquisitions and newly minted partnerships in your B2B emails. Let your existing and potential clients know who you are working with to provide a better, more reliable service.
10. Announce events you are organizing (example by Litmus)
Always email your clients about meetups or conferences you organise or attend. With this B2B email marketing example we see how Litmus announce their annual email design conference and the three locations where the conference will take place.
11. Promote new blog posts (example by Lumi)
Lumi is a packaging service for e-commerce brands. With this B2B email they link to their latest blog articles. As this B2B email marketing example shows, whenever you publish a new blog post you can email your clients with a quick preview.
12. Announce a product upgrade (example by MailChimp)
What better place to get B2B email marketing examples, but from MailChimp’s very own email marketing campaigns. Managing your email campaigns on the go is now even easier with their mobile application, which allows you to access all Pro features too. If you have a mobile application complimenting your services, do not miss out on the chance to let your clients know via email.
13. Send greetings and wishes (example by Mutual of Omaha)
Big holidays and observances are always a great opportunity to connect with your audience. Send a short e-card (GIFs work great for Christmas, New Year and Easter) and deliver your best wishes to your clients. When you send B2B holiday emails, refrain from any sales/marketing messages.
14. Send highlights from the blog (example by Salesforce)
Another excellent example of blog post announcement, this time by SalesForce. Short, on-point message, featuring an eye-catching illustration is all you need to update your readers on your most recent blog publications.
15. Mix up topics (example by Shopify)
In a B2B email you may mix up topics for your business clients, as long as they stay relevant to your audience needs. In this B2B email marketing example we see how Shopify announces “feature store” competition, the latest updates of their POS checkout system and the current featured app. All these engage readers in different ways, but it’s still relevant to their interests.
16. Prompt your client to spread the word (example by Slack)
Slack, the cloud-based team collaboration instant messenger is all about team work. This B2B email features a short paragraph about the offer, an illustration showing a bunch of teammates and a big, green call to action button.
17. Promote new functionalities (example by SproutSocial)
SproutSocial is a social media management tool, which sends this B2B email to their clients to let them know of the newly added features to their platform. There are many B2B email marketing examples when we see the email first announcing the product update and then providing a list of benefits associated with the update.
18. Promote a new type of product (example by Square)
Square offers pre-paid gift cards and they use this beautiful B2B email to share some gift ideas with their business clients. Again the value proposition is on top, accompanied by a big, sharp image and the benefits in more details are listed underneath.
19. Thank your partner (example by Trello)
With this B2B email marketing example Trello shows us that they connect with their clients not only for the winter holidays, but also when they hit a company milestone. Don’t think of it as “bragging”, but rather share and celebrate your company achievements with your clients. Spread the happiness.
20. Provoke curiosity (example by Twitter)
Here is a B2B email by Twitter in a light, non-intrusive design, starting with the attention grabber “People are talking about you on Twitter”. This way Twitter provokes curiosity and also lets their business clients know how easily they can manage their accounts from their desktop and mobile application Dashboard.
21. Walk them through the first steps (example by Xero)
A very good B2B email marketing example of a welcome email by Xero, which introduces their clients to Xero and offers a first-steps guidance. You see the ordered bullet list at the end? This is the way to go when you describe a step-by-step process. We (people) love it to have instructions displayed in steps 1, 2, 3…
(source: https://mailbakery.com/blog/b2b-email-marketing-examples.html)
22. Curated email content (example by Moz top 10)
Your prospective clients will provide their contact details for one reason: they believe you can offer them value. As always, the customer wants to know what’s in it for them and it’s up to you to deliver their expectations and more.
Do this successfully with curated email content based on their industry or area of expertise, ranging from ‘Must-Know Trends’ to ‘The Cost of Mobile Ads on 50 News Websites as used in the example below by Moz.
23. Activation (example by Dropbox email)
As time goes on, you’re likely to build up a list of active and inactive client profiles. This creates a fantastic opportunity to reach out to those customers that may not have logged in to use your site or software for some time. Dropbox keep their activation email simple, focusing on the benefits of why you should install their product.
Use an automated email process to encourage these clients to log in after periods of inactivity and offer them an incentive for doing so. Whether it’s the lure of new functionality or recent industry statistics to back up for your product or services, you can easily entice clients to return to your site.
24. Announcement (example by Introducing flutter for SumAll)
Email is a cost-effective and non-disruptive way of making targeted announcements to your database of contacts. Has your business recently won an award? Updated your site? Or released a new product?
Well, these are all perfect opportunities to get in touch with your client base and announce your big news. Announcement emails work well to bring your business back to the attention of current, previous and future clients. When SumAll acquired Flutter, they used an announcement email as an effective way to share the news.
25. White paper (example by Super Office)
Your clients want content that is of high value. Whether it’s research-led insights, detailed how-to guides or proven ways to conquer specific business challenges – white papers are a fantastic way to share longer-form content that provide value.
Of course, this type of content takes a little longer to produce and may involve a lengthier research process, but the chances are you will receive a much more positive response from it. After putting the legwork in to creating your white paper, increase readership by e-mailing a free download link to your contacts, as shown below in the example from SuperOffice.
26. Campaign (example by Salesforce Desk)
Email is an ideal tool to support any of your campaign-based marketing activities. You have the opportunity to carefully plan and time the delivery of content directly to your audience’s inbox.
This content can help you drive action, traffic and any other key objectives for your campaign in place. Campaign emails can help you get new clients on-board by offering something for free, such as a toolkit (like the Desk example below) to strengthen the relationship with your audience.
27. Events (example by Jill Jonrath)
Are you planning a business event, webinar or Twitter chat?
Email is an ideal tool to inform your client list about an upcoming event and invite them to join. Share information and snippets with your audience about what the event will involve and don’t forget to include a catchy subject line to ensure they read it.
Sales strategist Jill Konrath makes it easy for people to attend an event by including the event time and location, as well as a straightforward RSVP call to action.
28. Webinar (example by Action)
Which business doesn’t want to position themselves as a thought-leader in their industry?
Webinars are a great way to showcase your thought-leadership and enter into dialogue with clients. To grow the number of virtual webinar attendees, email a simple registration form to your client base.
HubSpot’s webinar email clearly states the webinar topic and provides concise benefits to joining, as well as a clear call to action.
29. Case study (example by Perfect audience email)
If you want to show your clients exactly how they can benefit from your products or services, a case study is the way to go.
After all, the proof is in the pudding. Once you’ve created an in-depth study into the benefits your product or service had for a previous client, email it out to your client list.
Be sure to include details such as revenue growth, like in the example from Perfect Audience, as well as client retention rates and sales figures to back up your claims. To ensure your emails are relevant to recipients, target these case studies by industry or job role.
30. Trial/demo (example by Kissmetrics)
Who doesn’t want something for free?
Target prospective clients by email with a free product trial or demo, giving them first-hand insight into what your business can offer. For those recipients who do not sign up, use an automated email to follow-up with a limited-time offer.
KISSmetrics makes it easy to sign up to a personalized demo and makes their prospective client feel valued by arranging the demo around his/ her schedule.
Conclusion
The role of email for B2Bs as a measurable, cost-effective marketing channel is clear.
Backed up by both professional opinion and industry statistics, email has an important value for businesses in gaining ROI - enhancing lead generation, up-selling opportunities and client retention.
By delivering engaging snippets of information to a targeted contact list, you can build your client base, establish your business as a thought-leader and positively influence your bottom line. And after all, that’s the ultimate goal of B2B email marketing.
The list of B2B email marketing examples can go on and on, but the main idea is pretty clearly from the above 21 examples – don’t miss a chance to communicate any company developments, product updates or announcements and even holiday celebrations to your business clients. Check
Professional Email Address Suggestions. Curate your emails carefully, don’t push the sales copy too much and you’ll see a positive response to your B2B email marketing campaigns.
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