The best B2B email marketing examples

This is where you initiate your relationship with your customers. Think of this as the Email marketing B2B lead generation stage. You want to send emails that give businesses insight into your company, and in return, you can generate leads by capturing their data.

Some of the best practices for these types of emails include:

• Share a downloadable free e-guide that offers your recipients a solution, for which they will need to share a few details of their own.
• Don’t get too specific. Share just enough information to entice the reader, without scaring them away with the nitty gritty details of products or services.
• Use an attention-grabbing subject line that hooks the reader and prompts them to read the rest of your email.

Now you’ve caught their attention, you need to keep your prospects interested and remind them that you’re there to help. The emails you send during this stage should be building trust with your prospects and compelling them to engage more with your services and brand.

Some of the best ways to achieve these goals include:

• Getting personal. Personalisation is one of the most effective email marketing strategies, and by now, you should have some of their data, such as their name and age. Tailor your content to each prospect by addressing them by name and using the direct pronoun ‘you’ whenever you can.
• Send them more relevant educational materials that teach them more about your brand’s success and purpose, like case studies and blogs.
• Where relevant, include positive feedback or reviews from past clients who are in a similar realm of business as your prospects.

It’s time to convert your leads into real customers. Prospects at this stage of the journey will need to be won over by your products or services. They need to believe that they have no choice but to invest in your business.

To do this:

• Give them an offer they can’t refuse. Whether it’s a one-time discount code, a joining offer, or a bundle deal, try to give your prospects something they will struggle to decline.
• Keep it personal and empathetic. You need to convince business owners that you feel their struggles and understand how they feel. It will help them to trust in your solutions.
• Create a sense of urgency. Amp up the pressure by writing copy that compels them to act on your offer. However, you need to refrain from coming across as pushy. Most email marketers don’t think of themselves as pushy, but 50% of prospects would beg to differ.

Now that you have customers’ business, you need to retain it. At this point, customers know your company and have already invested in it, and you need to convince them that there’s still more to gain from your relationship.

Some of the best practices for retaining customers include:

• Rewarding your customers. For example, each time your customers purchase something, send them a discount code for their next purchase.
• Add value to your emails. It’s not all about the exchange of money for goods. Show them that you are the whole package by continuing to send them helpful information between purchases, like company newsletters and updates.
• Send friendly reminders. If it’s been a while since a business customer has engaged with your company, send them a ‘We miss you’ email or a product recommendation that you know they’ll be interested in.

Further your mutually beneficial relationships with loyal customers by converting them into advocates for your brand. You can make them feel valued by requesting their opinions and in return, you get great reviews and can continue to entice new prospects.

To achieve this step of the process:

• Offer incentives to advocate for your company. For example, you could offer a 10% discount code to any loyal customer who leaves a review.
• Create a referral campaign that enables existing customers to refer friends and colleagues to your services. Referral campaigns usually give both the referee and referrer a one-time discount code or voucher.
• Don’t drop the ball. Maintain your relationship with loyal customers by staying in touch frequently and showing your appreciation for their business. The more you give, the more you get.