# What is B2B Email Marketing
B2B (business-to-business) email marketing is the practice of using email campaigns to promote products, services, or messaging to other businesses instead of individual consumers. This type of marketing is typically partially or fully automated through an email marketing platform, with varying levels of sophistication and personalization.
# Characteristics of a Great B2B Marketing Email
A great B2B marketing email should have the following three components:
1. **Personalization**: This involves using segmenting and signal-based intent to send dynamic, personalized emails that can move a lead through the funnel.
2. **Sharp Copy**: Good B2B emails should be brief, relevant, and packed with value. The primary way to showcase value is through well-crafted copy that resonates with the audience’s needs and interests.
3. **A Strong Call-to-Action**: No marketing email is complete without a clear call-to-action (CTA). The CTA should speak to the value offered and be concise, clear, and focused on providing value rather than just promoting products.
# B2B Email Marketing Tips from the Experts
Experts in the field recommend the following best practices for B2B email marketing success:
1. **Keep it short**: Get to the point within the first one to two paragraphs and give the call-to-action early on to keep reader engagement.
2. **Segment your emails**: Separate your email lists by audience, industry, or lead stage to send highly relevant, personalized content to each group.
3. **Stop blasting your contacts**: Avoid sending too many emails, as this can lead to disengagement. Audit your emails regularly and consider cutting down or consolidating them.
4. **Centralize your email management**: Coordinate your email marketing strategy across departments to avoid inundating readers and to strategize, be more targeted, and help the company avoid over-emailing their database.
5. **It’s not about you**: Focus on the problems you are solving and the value you provide, rather than talking about yourself. Use the second-person “you” to address readers and their pain points directly.
6. **Keep your brand and tone consistent**: Ensure your emails’ voice, tone, and branding match across campaigns and any landing pages or content assets where you send them.
7. **Test different hooks, angles, and visuals**: A/B test different copy and visuals to gather evidence on what works best and stay curious.
8. **Use automation for smarter outreach**: Look to automation to make your email marketing personalized, relevant, and timely at scale.
# Examples of Successful B2B Email Marketing
The following brands are leading the way in B2B email marketing:
1. **The Hustle by HubSpot**: A newsletter that brings together the week’s most interesting headlines, original business features, and video and podcast content.
2. **Coda**: A monthly newsletter that combines product tips, updates, and useful content for knowledge workers.
3. **Lenny’s Newsletter**: A solo creator’s newsletter that shares product thought leadership and interviews, and has become a go-to product publication.
4. **Adobe**: A brand that keeps its emails brief, visually crisp, and clear, with excellent design and sharp copywriting.
5. **Figma**: A design company that creates delightful emails that are few and far between but packed with value.
6. **Circle**: A community platform that sends professional and relevant emails with original industry reports, event invitations, and inside tips.
7. **Beyond Meat**: A brand that brings its bold, passionate, and sometimes irreverent brand voice to its email marketing.
8. **Perplexity**: A company that nails its onboarding emails to educate users on what they can do with the app before the free trial winds down.
9. **Squarespace**: A brand that keeps its offer emails short and focused on just one offer, incentive, and CTA.
10. **Notion**: A company that uses product GIFs to show its product in action and give examples of how someone could use the product.
# Lessons in Email Marketing
The best B2B marketing emails create value and help clients solve problems. To improve your email game, craft better emails with personalization, sharp copywriting, and a clear call-to-action. Subscribe to inspiring brands’ email lists, keep a swipe file of inspiring content, and look for an email marketing service and AI-powered tools to help you reach your goals.
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Source: B2B Email Marketing Inspiration
