Best practices, Email Marketing

B2B Email Marketing Examples

Aleksandra Duło, 17 April 2024


B2B email marketing – it’s a term you’ve likely heard before, but what does it really entail? And, more importantly, how can it be done effectively?

In this article, we will explain this crucial aspect of B2B communication. From crafting compelling subject lines to creating engagement content and technical aspects our real-world examples will provide you with actionable steps to take your B2B email marketing campaign to the next level.

Whether you’re a seasoned professional or just dipping your toes in the waters of B2B communication, there’s something here for everyone.

Read on and see why B2B email marketing is more than a buzzword!

Key Takeaways

  • Announcement emails serve as a platform to share product updates, new features, or exclusive editions. They need to focus on benefits rather than features and should be personalized.
  • Welcome emails are a critical first impression that introduces your brand and outlines the perks of joining your mailing list. What are onboarding emails anyway?
  • Event update emails can boost interest in an event and drive sign-ups or ticket sales. These emails should highlight crucial details and include a registration link.
  • Survey emails can provide valuable insights about your audience’s priorities, challenges, and preferences. Don’t forget the NPS!
  • Industry report emails keep your audience updated on the latest trends and happenings in the industry. 
  • Re-engagement emails aim to reignite interest in dormant subscribers by reminding them about the value of your product.
  • Cross-promotion emails can drive traffic to your website or blog while promoting partner products or services.
  • To improve your B2B email marketing efforts, consider using reliable email delivery services like EmailLabs, focusing on organic lists, automating marketing efforts, and creating compelling subject lines. 
  • Automation can streamline processes like lead magnet delivery, product demo confirmation, and onboarding workflows.
  • Subject lines play a critical role in email engagement. They should be clear and concise, with a focus on benefits and personalization.

Announcement Email

In the bustling world of B2B email marketing, the announcement email stands tall. It’s your megaphone, broadcasting updates on products, new features, or exclusive editions to your audience. This type of message can turbocharge your B2B email marketing strategy when used right.

Making a great announcement email isn’t just about sharing news. Picture it as a storyteller, a drumroll, a spotlight shining on your new product. Each part of your email, from the catchy subject line to the enticing call-to-action, is there to captivate your audience, tempting them with the allure of something fresh and worthwhile.

Focus on the benefits rather than just listing the features. Show your audience the magic – how this update will transform their life or work. When they see the benefits, they’re more likely to move forward.

B2B companies thrive on relationships. Keep this in mind when personalizing your announcement emails. Show your clients you get their struggles and desires. Explain how your new product can solve their problems. That way, your announcement email isn’t just another blip in their inbox. It’s a meaningful, value-packed message.


An example of an announcement email from Emaillabs communications.

Welcome Email

In the B2B world, this sparkling welcome email is not just a nice-to-have – it’s a must. It’s your power move, strategy, and warm ‘Hello, we’re glad you’re here.’ So, let’s make sure you curate your welcome email templates right!

  • Start with a friendly introduction to your brand. Think of it as your ‘Hello, it’s us’. A well-knit intro can paint a positive image of your brand in the minds of your new subscribers.
  • Next, outline the perks they’ll enjoy with you. This is your ‘Hey, you made a smart choice by joining us’ moment, where you assure them they’re in the right place.
  • Finally, guide them to the next step. Maybe it’s a link to blog posts and webinars, an eBook, or a video component of your B2B email campaign. Make the recipient dive deeper and get more interested in your product or service.

Onboarding Emails

The welcome email you have just read about belongs to the broad group of onboarding emails. The entire group is also worth mentioning, as they play a pivotal role in not only welcoming new customers but also guiding them through the initial steps of using your product or service. This sequence of emails is designed to ensure a smooth transition for customers, setting them up for success from the very beginning.

Crafting effective onboarding emails requires careful planning and execution to ensure they deliver value and engage customers from the outset. Follow these guidelines to create compelling onboarding emails that guide customers to success:

  • Ensure your onboarding emails are clear, concise, and easy to understand. Use simple language and avoid jargon or technical terms that may confuse or overwhelm recipients. Clearly outline the purpose of each email and the action you want the recipient to take.
  • Plan a logical sequence for your onboarding emails, guiding customers through the essential steps of using your product or service. Start with a basic setup and gradually introduce more advanced features or capabilities as customers become more familiar with the offering.
  • Use customer data and behavior to personalize your emails, delivering relevant content and recommendations based on the recipient’s preferences, actions, or stage in the onboarding process.
  • Regularly test different elements of your onboarding emails, such as subject lines, content, CTAs, and send times, to optimize performance and engagement. Analyze metrics such as open rates, click-through rates, and conversion rates to identify areas for improvement and iterate accordingly.

EmailLabs’ onboarding email reminder about signing up the GDPR Agreement.

Event Update Email

The event update email is a handy tool that can turn the tide in your B2B marketing campaign, sparking interest and driving sign-ups, ticket sales, or booth visits.

So, how do you create event update marketing emails that are impossible to ignore?

It all begins with a well-crafted template. Keep it clean, clear, and easy on the eyes. Spotlight the must-know details – who’s speaking, what’s on the agenda, where to find the stands. Then, add a registration link to your email. It’s a simple step that makes it a breeze for intrigued subscribers to sign up.

But what if you’re not the organizer? No worries. You can still use the event update email to alert your B2B buyers about your attendance.

Remember, your event update email isn’t just for pre-event promotional buzz. It’s the gift that keeps on giving. After the event, send the next email. Use it to recap key points, share a recording link, or ask for feedback. This kind of engagement can strengthen your events and boost your leads.

Bottom line? Event update emails are a B2B marketer’s best friend. Harness their power and watch your marketing flourish.


An email update event with an invitation to a webinar organized by Smaily.

Survey Email

A carefully crafted survey email can become a goldmine of info about your B2B audience. This example of a B2B email marketing solution can help fine-tune your services and perfect your marketing messages. Here’s the scoop on what a survey email can do for you:

  • Unearth actionable insights: Think of survey emails as a window into your B2B audience’s mindset. They can shed light on what your audience prioritizes, their challenges, and their preferences. Use this intel to enhance your products and services. The result? A spike in customer satisfaction and loyalty.
  • Revamp your email campaigns: Get the lowdown on what your audience craves, and voila! You can craft more personalized, laser-focused email campaigns. These will strike a chord with your audience, sparking engagement, conversions, and eventually, sales.
  • Forge stronger bonds: A survey email is a shout-out to your audience that their opinion matters. It’s a trust builder and a relationship cultivator, vital in both the B2C and B2B arenas.

Net Promoter Score (NPS)

Understanding how your clients perceive your service is paramount. One of the most effective metrics for gauging customer satisfaction and loyalty is the Net Promoter Score (NPS).

NPS revolves around a single question: “How likely are you to recommend our service to a friend or colleague?” Respondents typically answer on a scale from 0 to 10, with 0 being “not at all likely” and 10 being “extremely likely.” Based on their responses, customers are segmented into three categories: Promoters (score 9-10), Passives (score 7-8), and Detractors (score 0-6).

To calculate your NPS, simply subtract the percentage of detractors from the percentage of promoters. The resulting score can range from -100 (if all respondents are detractors) to +100 (if all respondents are promoters). A positive NPS indicates more promoters than detractors, signaling strong customer loyalty and satisfaction.

Net Promoter Score for B2B

Integrating NPS into your B2B email strategy offers invaluable insights into your clients’ sentiments and helps you identify areas for improvement. Here’s how you can effectively utilize NPS in your email communications:

  • Post-Purchase Surveys: Include a brief NPS question in your follow-up emails after a client makes a purchase or completes a significant interaction. This not only demonstrates your commitment to customer satisfaction but also provides actionable feedback for enhancing your service.
  • Feedback Loops: Embed NPS surveys within your regular communication channels, such as newsletters or service updates. Encourage clients to share their opinions openly, fostering a culture of transparency and trust.
  • Personalized Outreach: Tailor your email content based on respondents’ NPS scores. For promoters, express gratitude and invite them to participate in referral programs. For detractors, promptly address their concerns and offer personalized solutions to rectify any issues.


Industry Report Email

In the world of B2B email marketing, industry report emails are your secret weapon. Think of them as your way to provide valuable insights and fresh updates. They keep your audience clued in on the latest happenings and trends in the industry.

Here’s the deal: B2B professionals crave well-researched, insightful content. They need those hard facts and figures to make smart business decisions. That’s where your industry report emails shine. High-quality industry report emails can skyrocket your brand to a thought leader status.

Imagine crafting HTML emails packed with a roundup of relevant industry stats and data. Add in some enticing data snippets in the email body as a teaser. It’s like dangling a carrot in front of a rabbit – it sparks curiosity and nudges the reader to download your full report.

In a nutshell, integrating industry report emails into your strategy is a game-changer. It boosts your content marketing game and brings extra value to your newsletter. Keeping your audience in the loop doesn’t just engage them, it builds their trust. Now that’s a win-win.

Maximize your email deliverability and security with EmailLabs!

Re-Engagement Email

Your re-engagement emails are a spark plug, reviving the connection with dormant subscribers.

Over time, the chatter of some B2B customers may fade. They might not open or interact with your emails. It’s like they’ve ghosted you. But don’t fret; there can be many reasons for this silence. Your task is to resurrect that customer bond with a well-planned wake-up call email campaign.

Your aim? Jog their memory about the worth of your product and reignite their interest in your brand. Here’s a quick guide on the essential elements:

  • Drop a Hello: Remind them you’re still around, ready to cater to their business needs.
  • Dangle a Carrot: Offer incentives like free trials, exclusive content, or promo codes. These can be irresistible bait.
  • Sound the Alarm: Emphasize what they stand to lose if they don’t wake up and engage in time.

These strategies can transform your wake-up call email into an effective alarm clock, shaking dormant subscribers back into action. Remember, it’s not just about increasing headcount. It’s about nurturing worthwhile, productive relationships with your B2B customers.


Example of a Re-Engagement Email

Cross-Promotion Email

After you’ve warmed up your clients with an attention-grabbing email, it’s time to change gears. Enter the cross-promotion email. This isn’t just an ordinary message. It’s a powerful tool that can drive traffic to your website, blog, or social media profiles and promote your partners at the same time.

What makes these emails so special? Flexibility. Think of it as a Swiss Army knife in your marketing toolkit. You can use it to spotlight your partner’s products or services or to highlight your own content, like an insightful blog post or a trending social media campaign. The goal? Deliver value to your clients, promote your partners, and shine a light on your own content.

But the magic of cross-promotion emails doesn’t stop there. They can pump up your engagement levels and even forge stronger bonds between you and your clients.

By sharing relevant resources from your partners, you’re not just building trust with your clients; you’re also helping them to thrive in their roles.

Drip Campaigns in B2B Email Marketing

In a nutshell, drip marketing, also known as automated email campaigns, involves sending a series of pre-written, automated emails to prospects or clients over a specified period.

Drip campaigns are like finely tuned journeys, guiding recipients through the sales funnel step by step, from first hearing about you to becoming loyal customers and beyond. Unlike those one-off email blasts, drip campaigns are all about timing and personalization. Each email is sent with purpose, making sure it hits just the right spot and keeps your audience engaged every step of the way.

Imagine crafting a journey for your prospects and clients, one email at a time. With drip marketing, that’s exactly what you’re doing. It’s about timing, relevance, and keeping them hooked from “Hmm, interesting” to “Where do I sign up?”

Here are some best practices to keep in mind:

  • Timing Matters: You’re not flooding inboxes left and right. Nope, you’re strategic. You know when to drop in with just the right nugget of wisdom or that irresistible offer.
  • Content that Counts: Your emails aren’t just more noise in their inbox. They’re valuable, insightful, and maybe even a bit charming. Each one is like a little gift tailored to their needs.
  • Always Room to Improve: Hey, nobody’s perfect. Nobody is perfect. That’s why you should always improve your drip campaigns. Regular testing will give you ways to do it even better.

Black Friday drip campaign schedule.

So there you have it. Drip marketing isn’t just about sending emails. It’s about building connections, one email at a time. So go ahead, craft those cross-promotion emails, and watch your audience grow, your partners shine, and your business thrive.

How To Improve Your B2B Email Marketing Efforts?

To elevate your B2B email marketing game, it’s essential to make strategic decisions. Opting for a reliable email delivery service like Emaillabs can significantly enhance your campaign’s effectiveness.

Prioritizing deliverability, security, and email analytics are key steps that could drive your success further.

Choose a Reliable Email Delivery Service Like Emaillabs

Are you in search of a reliable email delivery service? Choose EmailLabs, a transformative solution for B2B email marketing that every marketer should consider. 

EmailLabs brings several key advantages to the table. Among them is an extensive selection of transactional email templates, allowing you to find the perfect match for your individual campaigns. Sending emails becomes a seamless process, with no worries about their successful delivery. 

API integration provides access to templates for marketing emails that can be dynamically personalized. This means certain variables can change while the overall HTML structure remains fixed, ensuring consistency in branding while still delivering tailored content to your recipients.

Seamless integration with various systems, including automation tools, allows you to create personalized communication tailored to the behavior typical of different user segments. Whether it’s sending targeted follow-ups based on specific actions or crafting dynamic content based on user preferences, EmailLabs allows you to deliver relevant messages that resonate with your audience.

Perhaps the standout feature of EmailLabs is its real-time analytics capability. This functionality is invaluable for tracking your campaigns, enabling adjustments on the go. Additionally, you can take advantage of message tagging features to categorize your emails for better campaign management.

Last but not least – webhooks. This functionality allows you to download status updates directly into your automation systems. Whether you’re updating contact records based on email interactions or triggering automated actions based on specific events, webhooks make it easy to keep your systems in sync.

With EmailLabs, you’re not merely dispatching emails into the digital ether. You’re ensuring they make a significant impact upon arrival. Are you ready to elevate your B2B marketing strategies? Contact us today and experience the EmailLabs difference!

Maximize your email deliverability and security with EmailLabs!

Prioritize Organic Lists

As a B2B marketer, you should be seeking permission before adding someone to your email list. This not only shows respect for their privacy but also ensures you’re connecting with people who have a genuine interest in your brand.

How do you turn casual visitors and avid fans into email subscribers? The secret is in lead magnets. They could be anything from complimentary consultations to engaging newsletters filled with insights. By smartly showcasing these lead magnets on your website or social media platforms, you can capture the attention of potential subscribers.

Doing this does more than just grow your email list. It also lays a strong foundation of trust and value with your audience. And remember, focusing on organic lists isn’t a new fad. It’s a tried and true strategy that savvy email marketers swear by in their B2B email marketing playbook.

 Automate Your B2B Email Marketing Efforts

Mastered the knack of creating and nurturing an organic email list? Great! Now, it’s time to raise the game. Bring automation into play for your B2B email marketing. It frees up your time, letting you zoom in on strategy and customer engagement.

So, what should you automate? Here’s a quick rundown:

  • Lead magnet delivery: As soon as your content is requested, make sure it’s there. Instantly.
  • Webinar or product demo confirmation: Your sign-ups? They need immediate confirmation and all the relevant details.
  • Onboarding workflows: New users should glide into your system. How? With an automated email sequence.

An example of an automation that is sent to non-attending users during a webinar

In the world of marketing, automation is your ally. It sharpens your efforts, smoothes out your processes, and ensures your customers always have a consistent, timely experience. So, why wait? Give your B2B email marketing a much-needed boost today!

Focus More on Subject Lines

Subject lines are the first point of contact in any email interaction. They’re like a book cover that tempts your audience to open and read your email. Hence, investing time and creativity into crafting compelling subject lines can make a significant difference.

A great subject line is concise yet enticing. It promotes curiosity, promising value, or solving a problem for the reader. Remember, it’s not about tricking your audience into opening your email but rather providing a clear snapshot of what they will gain from reading further.

10 Best Email Subject Lines

Think about your audience and their needs while creating subject lines. Personalization can go a long way in making them feel valued and more likely to engage with your email.

Here’s a simple cheat sheet:

Best Practice
What it Means
Clarity Keep the email content transparent
Highlighting Benefits Show them what’s in it for them
A/B Testing Try different versions of the same subject line
Personalization Use their name if you know it
Usage Stick with the most effective subject line


As shown above, B2B email marketing can be a powerful tool for your business. From announcement emails to industry reports, each type of email serves a particular purpose and, if crafted correctly, can significantly enhance your communication with your audience.

Remember, the success of your B2B email marketing efforts lies in understanding your audience’s needs and delivering value. Prioritize organic lists, create compelling subject lines, and don’t forget about the power of automation. 

And if you’re looking for a reliable partner to support your B2B email marketing campaigns, consider EmailLabs. Contact us today and experience how EmailLabs can improve your B2B email marketing strategies!

Create an account with EmailLabs today

Ensure the highest deliverability of your B2B email communications!

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