High Performing B2B Email Marketing Examples + Expert Tips
According to Statisa, the number of emails sent each day exceeds 319.6 billion. By the end of 2025, daily emails are expected to hit 376 billion.
Moreover, the Direct Marketing Association (DMA) discovered that email marketing generates a $51 return for every $1 spent in terms of return on investment.
It’s numbers like these that make email marketing so lucrative.
But you can’t just send any old email and expect to get that same ROI. Your emails must be eye-catching and engaging, inspiring your subscribers to take action. They should be relevant, well-planned, and well-timed.
So, to make your B2B email marketing campaigns stand out and be successful, we’re sharing email marketing examples that will guide you to do just that.
But before we get into our email marketing campaign examples, there are a couple of things we should understand in order to make your email marketing campaigns more relevant. Let’s quickly have a look.
Different Stages in the Email Marketing Journey
Every client is unique, and so is their journey. Not every client will have the same subscription expectations or intent. To create relevant emails, you must first gather as much information about your client as possible.
Your ultimate goal should be to create detailed buyer personas - a composite image of your ideal prospects and customers. It contains data such as their contact information, descriptive data, behavioral data, and which stage of the funnel they are in.
Let's explore each of these ideas a little more closely, shall we?
Awareness
In this phase, prospects become aware of your brand and whether you can fix their pain points.
You can build a sense of familiarity by introducing your company via social media marketing, blog pages, and several campaigns. Once they have spotted you, it’s time to grab their attention and lure them to your email list.
A wise strategy for gaining the interest of your prospects is to offer useful content that entices readers to join your email list.
In the above example, HubSpot Academy offers a free course on How to Build a Robust Competitive Strategy. It’s a great way of spreading brand awareness and capturing emails as they need to sign up with HubSpot to start the course.
Consideration
Next is the consideration stage where your customers start researching to ensure they make the best possible choice. They compare your product and service to competitors before making a purchase decision.
Given that people are more likely to believe industry experts and ordinary people than brand advocates or influencers, the "don't take our word for it" strategy is clever. You can do this with the help of case studies, reviews, testimonials, and product comparison reports.
Here’s how reMarkable uses testimonials to demonstrate how its paper tablet has actually changed people's lives:
Conversion
Now is the time to get out your enticing proposals, discounts, and the qualities your products have that would push your prospects further to click and convert.
Here’s how Persona hit the last nail by offering a 50% discount to their first-time users. Definitely an irresistible offer!
And once they make a purchase, don’t forget to send out a welcome and thank you email. Also, let them know you are there to help them onboard easily and understand your service or product faster.
Loyalty & Retention
When you've successfully converted a lead into a customer. Your next goal should be to nurture them even more. Develop long-term relationships with them in order to turn them into brand loyalists and advocates.
At this point, you can send them email messages wishing them a happy birthday or anniversary. Consider sharing valuable and exclusive content. Send industry updates, new product and service information upgrades, new offers, and reviews.
Here’s a perfect example from Rose & Rex.
Advocacy
The most effective brand marketer you can hire is your customer. Your brand will take off once customers start promoting you. A consumer might not begin to do it themselves, though. They may need a little nudge from you. Request testimonials, reviews, and other forms of feedback.
Provide incentives for them to refer others. For this to happen, your customers must develop a passion for your brand. Create a sales funnel that fulfills all the requirements to ensure word-of-mouth.
For each referral, Coinbase gives users and their friends $10 in bitcoin:
Plus, they illustrate how simple it is to receive rewards, eliminate hurdles, and encourage participation.
Now let’s move forward to the examples you can use in your B2B email marketing campaigns.
15 Striking B2B Email Marketing Examples That Work
Here are the different types of emails that you can send to your subscribers, along with examples that have been proven to work.
Welcome Emails
It turns out that the phrase "create a good first impression" applies to both email correspondence and face-to-face contacts.
Making a good first impression in emails might help you connect with potential clients or customers. The initial email you get after registering, joining, or providing your email to an online seller is a welcome email.
Your email can stand out from the competition and engage with your core audience by including a few crucial elements. Here’s how Monday.com welcomes its users.
Webinars & Events
Webinars are a fantastic method to present your knowledge and interact with consumers who are farther along in the sales cycle and considering making a purchase.
The following B2B email from NewsCred entices subscribers by hinting that they will lose the chance to learn about a marketing performance indicator if they don't attend the webinar. A little FOMO never hurts, just like sharing a webinar launch!
You can repurpose current content into a webinar topic as an alternative to coming up with a whole new subject to organize a webinar on. Take, for instance, a piece of material that did very well and is about a subject you are comfortable discussing. Then, invite your subscriber list to watch it.
Note: Remember to include a follow-up link to the recorded webinar in your webinar emails so that you can stay in touch with any subscribers who couldn't attend the live event.
Thank you Emails
Saying "thank you" is about as excellent a delivery as you can make when it comes to sharing the good news. According to experts in neurology, it also results in favorable physiological changes in our mood.
When sending a business-to-business email, put yourself in the shoes of the recipient. Give them what they want and not much else for downloads and other emails that are scheduled to arrive at a specific time. Here’s how Gallup thanked the users who downloaded their report.
Newsletters & What’s New Emails
Every day might feel like an information overload when you're continuously bombarded with social media, the news, and emails; it can be difficult to sort out what's important. The same information can be delivered through a digital newsletter, making it a better experience for the readers.
It can be a weekly roundup of blog articles, case studies about your service or product, forthcoming company functions, online seminars, or even an inside look at your business.
Here’s how Phrasee designed their weekly newsletter. It is as informative as it is delightful and delivers information accompanied by fun graphics, GIFs, and memes.
Their tone is personable and lively, almost like the newsletter could fit in on social media. With their unique and daring tones, they know how to stand out from the crowd.
Campaign Support
Email is an excellent marketing medium for gaining support for any type of campaign you are launching. Whether it's for a new product launch or driving traffic to your website, having a solid B2B marketing strategy behind your campaign will make it much easier to achieve your goals.
Brands can build a relationship with customers and grow their unique brand voice by sending a series of emails that all have the same goal or CTA.
Here's how MOO uses emails to show their clients the value of their prime designs. Despite being transparently a self-promotional campaign, the company can increase sales by using email to highlight the benefits.
New Feature Launch & Product Update Email
Product updates & new launches are the email equivalent of someone approaching your desk and beginning to tell you about themselves. If you have the time and are in the mood to talk, that can be a lovely way to begin a conversation.
The key to sending out update emails is to clearly link your news to things that directly affect the user (or potential user). For example, Datawrapper's company update begins with the release of a new dark mode feature for their platform.
Update & Announcement
Update emails can remind customers about a crucial service, a bit of knowledge, or statistic they may receive from you.
In this illustration, Mint uses a minimalist amount of text and images that are in line with the email subject to remind its customers to check their credit scores.
GIF as Emails
Throughout the year, the average inbox is inundated with sales offers. Despite the fierce competition, marketing emails are still extremely profitable, with an astounding $36 return on investment.
Encourage customers to visit your offers page by using a promotional GIF banner that piques their interest. Consider how KIDLY announced its Black Friday weekend special. It's silly and entertaining, and it makes you want to click to see what's on offer.
Trend Report
By their very essence, trend reports are cutting-edge. A trend report email provides you some freedom to experiment with (flavorful!) out-of-the-box design, even if gimmicks are typically a big red flag in B2B emails.
Consider Spotify's 2022 Wellness Report, which was sent in the email body as a single lengthy infographic. It's assertive without being obnoxious or overwhelming and immediately piques the recipient's interest.
Case Study Emails
A case study becomes more valuable as B2B buyers progress through the sales funnel. It is an excellent approach to demonstrate how your product may help a business, whether it be in terms of sales, productivity, or customer interaction.
You might:
In the case study of Animalz, they start with a compelling first line that explains why the subscribers should continue reading. The brand then immediately begins telling the tale to pique subscribers' interest rather than using a CTA button.
Free Trial Ending Email
Reminding your users about their ending free trial and convincing them at this point why they should proceed with the paid plan is very important.
As they already know how your product is helping them, with the right push at this time they are more likely to go for a paid subscription. The way HoneyBook does it worth taking inspiration from.
Curated Content
Offering your subscribers high-value content from several sources in a single email saves them a lot of time from having to look for information or materials on their own. Additionally, if your content isn't always promotional, you're demonstrating to your audience that you care about them on a more human level than just financially.
This B2B email from Generally Assembly, which features a carefully chosen selection of images from several sources, is the ideal illustration of how to add value for customers in your B2B emails.
Greetings Emails
This B2B email from Generally Assembly, which features a carefully chosen selection of images from several sources, is the ideal illustration of how to add value for customers in your B2B emails.
However, avoid including any marketing or sales speak in this email—the focus of this email should be on relationship building.
This example from Mutual of Omaha exemplifies how these B2B emails should be written.
Re-engagement Emails
Some of your B2B email users may stop responding over a long time period. What happened?
Don't worry! There is hope, regardless of whether your inactive subscribers are too busy or have lost interest. You can create a B2B re-engagement campaign that targets inactive subscribers.
The "wrinkle in time" badge that Grammarly provides is a fun way to indicate that time has passed. For the receivers to quickly re-engage with their goods, they also include a bold red call to action.
Unsubscribe Emails
Rather than making your unsubscribe emails or opt-out email examples look sloppy or allowing people to unsubscribe without hesitation, you should try to make things as simple as possible for people who are saying goodbye to your email campaigns.
Here’s how Beta List turns their unsubscribe emails into the last chance to stay connected with their subscribers.
Over To You…
Make sure you are sending out the right emails at the right time and stage of your prospects' journey. Take inspiration, find what works best for you, and implement it.
Also, don’t forget to follow the B2B email marketing best practices while planning and sending out your B2B email marketing campaigns.