B2B Email Marketing Best Practices to Help Increase ROI

Created On
July 4, 2022

Marketing via email is a powerful method of connecting with your target audience and boosting your ROI. However, following the best practices to get the most out of your B2B email marketing campaigns is best.

Email Marketing is the new frontier for most B2B businesses.   According to last year's statistics, nearly 81% of b2b businesses use it as their primary marketing channel. This blog post has shared 13 best practices to help you get the most out of your B2B email marketing strategy.

What Is B2B Email Marketing?

It is a process focused on engaging with business deals through work emails. You educate your prospects about products, converting them into valuable leads for sales team members to approach later down the road when they have more time or are ready.

13 B2B Email Marketing Best Practices to Increase Revenue

1. Understanding Your Email Marketing: 

Business to business (B2B) marketing is about reaching your target audience. On the other hand, B2C email marketing channels mainly target regular B2C customers who buy products from B2B companies. 

B2B marketers aim to influence the purchase decision and increase sales conversion. You don't need to be an email marketing expert, but you have one key task: influence the purchase decision of your prospective client. What matters is getting them on board with what we're selling through email content.

2. Choosing Email Marketing Tools:

Choosing the right B2B email marketing tools is crucial. You can take into consideration a diverse selection of options so you can achieve all desired outcomes and perhaps even exceed expectations. 

When deciding which marketing tool is right for your business, consider what budget needs to be spent. 

LinkedIn is the perfect tool for making professional networking connections and can be an excellent way of reaching out to other business owners.

B2B email marketing tools

You should also find good software that will serve as your CRM (customer relationship management) tool, with features such as inbound marketing and sales management.

Besides creating your B2B email list, sending bulk emails, planning announcement emails, and sending transactional messages, promotional emails, and re-engagement messages, there are plenty more tools to help you set your B2B marketing campaigns. 

3. Set Your Email Marketing Strategy:

A perfect plan is a key to B2B outreach campaign success. The more carefully you prepare your campaign, the better chance that it will be successful and generate revenue for your company. Before launching any campaign, you need a solid strategy. 

Remember the five steps you should follow when creating your B2B email marketing plan. 

  1. Fix your potential customers
  2. Fix the purpose of your campaign
  3. Set your goals
  4. Plan out how frequently your emails  needs to be sent
  5. Track your events by preparing a timeline.

It is important to use automation techniques correctly and remember simple but vital details such as sending out welcome messages for new email subscribers, etc. Don’t forget about your budget or resources either.

Start with warm and catchy intro lines to your audience, then move on to more specific details. You can offer personalized or transactional emails that will help you stay connected and get more click-through rates.

Catchy intro lines

The 'cold email' type of direct sales communication typically includes little or no customer engagement. A common technique in these types of emails is follow-ups, which can be sent after the initial message has been received to strengthen relationships with your existing customers and generate new qualified leads to our sales funnel through increased awareness about company offers. 

4. Work On Lead Generation:

Lead generation will help turn your prospects into buyers. It is a process of converting interested leads into  lifelong B2B buyers. 

Having a well-defined customer base is important if you want people who subscribe to get in touch with your company. You can use tactics like giveaways on social media or require participation by registering their email address and phone number. 

By filtering your leads, you can track where exactly those interested come from and also see if they're a high-quality individual.

5. Set Your Tone:

The tone of your cold message sets expectations since the first impression you make is crucial. To make your cold messages more engaging, try steering it in a conversational direction, where you create a dialogue with your reader and keep interactions fun. 

B2B emails are often more relationship-based and offer prospects the opportunity to get in touch with you on different levels. They might do this through calls for action like "buy now" or by providing an engaging template that gets their attention immediately. 

Marketing your brand or company via email is one of the best ways to get noticed. But, not all cold messages are created equal, B2B messages tend to have a more personal touch than those sent among friends; they're about offering solutions that will benefit them too. 

6. Personalize Your Messages:

The power of email marketing is all in personalization. A study conducted by Experian Marketing Services shows that personalized subject lines can boost open rates 29% higher than those without it. So whether you send out welcome or promotional messages, make sure to personalize your message using  Smartlead for better customer outreach.

Personalize your Messages

Today's email marketer has access to a wide range of tools, buyer persona and customer data that can be used for personalization. This includes where people are in their buying decision, which means a cold message sent at just the right time could greatly increase response rates. Opting for personalized icebreakers will add value to your messages. 

Your mail is more than just a place to send your email newsletter; it is your organization's first impression. That means that whenever someone opens one of these mails, their eyes are drawn in, and they start reading.

7. Attractive Subject Line:

Subject lines play a major role in the open rates of any email campaign performance. A recent study found that 64% of recipients will automatically read your message simply from the subject line alone. Hence, your email message needs to have a creative and engaging copy with some humor thrown into the mix.

The art of crafting an engaging and captivating email subject line is not easy. But there are some principles you can use to make your B2B messages more popular with recipients. 

  • Avoid spammy words and symbols
  • Ensure characters are between 17-24
  • A short and sweet subject line is good to go
  • One emoji would be good enough

To get a sense of what people think when they open your emails, you should run an A/B test on the subject lines. This will allow for data-driven decision-making in future campaigns and also help ensure that those who receive it read through all aspects before deciding whether or not to engage with whatever content might be inside. 

8. Grow Your Email List:

Gaining new B2B customers is not easy. However, the key to achieving real results is patience and persistence. 

When building or managing the prospect lists, take the time to verify and validate addresses to avoid bounce rates. You should also maintain it by removing any unwanted or unnecessary mails from your database; this will ensure that only valid contacts are included in future communications, which can help improve customer engagement rates.

9. Include A Call-To-Action:

Ensure your marketing emails are more than just a reminder of your existence. They need to help build relationships with customers and keep them interested in what's happening at the company by chatting about topics they care about most deeply involved in or related topics of interest.

To keep your customers hooked and interested in what you have, it is important that they feel there's a chance for them at the end of this process. There are many ways to increase your conversion rate, but one way always works with CTA buttons. With these little guys, you can get more people who click the call-to-action button and convert into buyers or even returning clients. 

Your call-to-action section should be tailored for each particular audience. In other words, the copy is critical in whether new customers will follow through on what you’re encouraging them to do by reading it.

Points to keep in mind when creating Call-To-Action:

  • CTA should be clear and crisp
  • Take into account the action you want readers to take, the words used, and the design of your CTA.
  • The place and visibility of your CTA matter most
  • Prioritize your mail content which will lead to CTA
  • Use alt-tags for your images when creating CTAs, even if your clients block images.

10. Mapping Customer Journey:

As we know, buyers are not of the same type, and each will have a unique journey. The needs of each potential customer are different, therefore, you need multiple maps based on what kind of persona each potential customer fits in.

You can maximize your audience's potential and make more sales with the right marketing strategy.

The key is figuring out how to reach each segment of consumers with personalized emails that will land them at their doorstep, ready for conversion into prospective customers.

11. Segment Your Audience:

Segmenting your target audience is one of the most critical customer journey mapping elements.

Audience segmentation is a strategy that marketers use to understand their customers better and offer them something they'll be interested in. This allows you to build stronger relations with your potential clients by tailoring emails for each subgroup, which can also result in higher conversions.

Understanding their pain points and interests is the best way to get more out of your customer's behavior. Using this knowledge, you can guide them in performing the actions that will help achieve success for both parties involved.

Dividing your target audience into different groups or segments can be done on a basic level with demographics, job title,  gender or age and more. Still, it would help to consider more complex factors like education levels and past job experiences for better results.

This will result in better customer service for each group because you can now personalize content according to their needs and interests.

12. Avoid Spam Markers:

Industry-specific research shows that 16% of emails are never delivered to an inbox. Of course, bad data and spam filters play big roles. In this statistic, but there's hope for B2B marketers who can improve their game with these best practices:

  • The frequency of your B2B campaign emails should vary based on the industry and content type. But, generally speaking, avoid sending messages more than twice weekly - it will make them less effective. 
  • Being careful about what you type can help avoid trigger words that might get your message caught by spam filters. Don't use any of these common – and potentially unwanted -words: money symbols, price quotes, or others.
  • For maximum effectiveness, your email should include a clear unsubscribe link and avoid any language that could be considered misleading. 

13. Prioritize Your Content:

High-quality content is essential to building relationships with your customers. High-quality information helps you keep them interested and engaged, which in turn creates stronger loyalty programs that benefit both the company and the consumers.

The content of your email messages should be valuable and relevant to the recipient, or else they won’t open them.

The message copy you send needs to be consistent with your other digital marketing materials, so subscribers know what they expect.

Quality always overpowers quantity in the success of a business. It's not just for marketing agencies but any company looking at attracting decision-makers rather than slackers.

Your written content is more than just the words on your page; it also refers to how you communicate with customers. Keeping your cold message content concise, personalized , and polite will help you maintain a professional tone of voice.


Email marketing is one of the powerful tools that can help increase ROI when done correctly. By following the best practices in this blog post, you can create emails more likely to be opened, read, and acted on by your recipients. Find your right technique today and improve your ROI with B2B marketing campaigns. 

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Author’s Details

Cathirine Martin

A fun-loving, creative, and passionate writer. Experienced as a curriculum writer for kids at CompuSkool (Information Technology) written interactive learning materials that engaged young minds between 3 to 17 year olds across different technology areas. After a break from writing, now pursuing passion through blogging. Now a technical writer at SmartLead. Waiting for the future to reveal itself as days unfold.


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