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B2B Email Marketing Best Practices

Whether you're creating your first marketing email or working new email marketing campaign here some B2B email marketing best practices to help you get the most out your efforts


Email is one of the best tools in B2B marketing specialists toolbelt, and yet many wholesale businesses are overlooking it when building out their sales and marketing efforts. Outbound email is a marketing tool that comes at a very low cost often giving it a high ROI, unlike costly print materials.  

The inbox is king in all businesses, making it the optimal platform to communicate with your B2B audience. It has become a communication cornerstone so it’s an ideal way to get in front of your customers. Whether you're creating your first marketing email or working on a new email marketing campaign here some B2B email marketing best practices to help you get the most out your efforts.  

Consistent Branding

Emails are an extension of your business and your brand. Brand consistency is paramount to helping your customers quickly identify emails that come from you. This can be done by following your own brand guidelines, which should include your logo, font, colors and anything relevant to your business brand. The goal is to ensure your brand is easily recognized to build trust with your customers.

Captivating Subject Lines

The subject line of the email is the first thing your customer will see, so it is essential to getting that email opened and in front of those valuable eyes. It line should be relevant to the subject matter of the email content and it is important to avoid spam like language which can be a red flag to customers. A subject line with an intriguing hook will get the job done.

Quality Content

When you are creating email content, you should consider what your target customer will be interested in. Offering your customer content that is relevant to them will ensure your email will be read. Nobody wants to read 5 paragraphs in an email. To get your message across quickly, a bite-sized approach to the content of your email will get better results. Stick to 2-3 sentences per paragraph and use point form whenever appropriate. An email is a tool to push the customer towards something like an online catalog or blog rather than a format to provide extensive information. Email content should spark curiosity and encourage the customer to seek more information through the CTA’s (links) in your email.


Images make a big impact and help increase readability in emails, making them a must in all email communications. Inserting images that are relevant to the text content in your email will provide better context to the reader. For example, if you are featuring a new product, including product shots is almost more important than extensive text descriptions. It is important to note that you should compress image files size to speed up loading speed.

Calls To Action

A call to action is the goal of your email, what action do you want your customer to take.  From scheduling a meeting to purchasing a new product, all your content should be centered around enticing them to ultimately meet your marketing goal.  All calls to actions in an email should standout, a well-formatted colorful button with a “Browse New Products” on it is much more enticing than an embedded link in a paragraph.

Personalization and Segmentation

It is easy to do a mass email blast to your entire contact list but the easy way is not always the best way to communicate your message to your customers. People like content that is relevant to them, anything too generic and they glaze right over your email. In order to deliver that personalized experience, you need to send a separate email to different customer segments.

Segment your target customer groups or personas according to industry, buying pattern etc. This allows you to craft emails that are relevant to your various customers with inserted personalized tokens so each of your customers receives a marketing email specifically addressed to them. A personalized token pulls contact or company specific content like a contact name to personalize each email. The more personalized the more looked after your customer will feel.

 Read More - Creating a B2B Digital Marketing Strategy

Email Frequency

B2B companies are often worried about sending too many emails and don’t want to annoy their customers.  If your emails are delivering value to the customer they won’t be annoyed. Keep that in mind when you are getting nervous about pulling the email trigger. If you haven't been emailing your customer base and all of sudden they are getting an email from you weekly, that might be too sudden of a change. It is important to email your customers to keep your business in the top of their minds, so once a month is a safe rule of thumb.

As you start drafting your next marketing email, keep your customer's needs in mind. Are you sending something that is helpful or informative? If so then you are on the right track. Once you have sent marketing email it is helpful to have your sales reps ask if the customer received it and what they thought. Customer feedback will not only make them feel heard but it will help you communicate more effectively.

Now it’s time to dust off that marketing tool belt and get to work on creating exceptional emails for your customers.

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