B2B e mail advertising doesn’t should be boring.
In reality, B2B e mail advertising may be simply as artistic and interesting as its B2C counterpart.
However, for solopreneurs and small enterprise house owners, the daunting actuality typically entails gazing a clean web page, struggling to generate contemporary concepts.
You aspire to showcase your creativity and create one thing distinctive that goes past the unusual. Yet, with out steerage or inspiration, it’s simple to hit a artistic roadblock.
When you decrease the bar an excessive amount of, all of your e mail advertising efforts undergo. Lackluster e mail content material fails to captivate your subscribers and results in disengagement. This, in flip, ends in diminished deliverability charges, and decrease e mail advertising ROI.
But right here’s the excellent news — we’re right here to assist!
In this text, we’ll give you a group of two dozen inspiring B2B e mail advertising examples!
Let’s get began!
Table Of Contents
Each e mail from this curated assortment serves a unique goal. But on the finish of the day, these messages are there to enhance companies’ backside line by:
- Nurturing new subscribers with helpful content material
- Welcoming new clients and making them keep for longer
- Building relationships with potential clients by inviting them to on-line occasions and fixing their issues with instructional content material
- Re-engaging with inactive subscribers
- Sending promotional and gross sales emails
Every e mail instance listed beneath comes along with a marketing campaign context and our clarification of why we predict the model did a implausible job with the artistic half.
1. Fiverr
Email advertising class: welcome e mail
What is that this e mail marketing campaign about?
We’re opening our B2B e mail advertising examples record with a welcome message from Fiverr. This main freelance companies market sends out this e mail after creating an account on the platform.
Why it really works
What could possibly be thrilling about welcome emails? They would possibly simply appear to be generic “hellos” coupled with a product plug. But that’s not essentially the case. While many manufacturers overlook the chance to make an excellent first impression on new customers, Fiverr shouldn’t be certainly one of them.
They know what their model is and it exhibits. The messaging right here is tremendous daring. Starting with the header, the facial features of a feminine freelancer, her physique language exhibits confidence and professionalism. What could possibly be the primary impression of a brand new person who joins {the marketplace}? “Great, I’m in good company here!”
And it will get higher once we have a look at copywriting. OK, the headline is generic, however the opening message does the trick. Short sentences. Great rhythm. Powerful wording (“community of doers,” “pride”). And a bad-ass CTA.
2. SparkToro
Email advertising class: welcome e mail
What is that this e mail marketing campaign about?
It’s the primary publication message that SparkToro despatched after opting-in to their mailing record.
Why it really works
Rand Fishkin’s viewers analysis software program, SparkToro, has a novel and playful tone of voice. And this e mail is a good instance of their stream.
This publication proves how essential combining copywriting expertise, a humorousness, and relevance is. They leveraged the AI hype to create a hook from the beginning, putting a “meh” paragraph adopted by “That was weird. ChatGPT wrote that. Now, a human’s turn:”
This trick is wise for at the very least two causes:
- First, they winked at everybody skeptical or annoyed concerning ChatGPT. This “we’re on your side” line has the potential to construct model loyalty for SparkToro.
- Second, they bridged the opening to the primary a part of their curated content material, which is about AI-generated content material turning into the brand new flooring.
The remainder of the publication delivers worth and high quality writing. Very participating content material advertising!
3. Semrush
Email advertising class: welcome e mail
What is that this e mail marketing campaign about?
Semrush, a number one digital advertising end-to-end platform, sends this message to new e mail subscribers. It’s the primary of the academic emails, taking subscribers to a free trial.
Why it really works:
They know that I’m originally of the shopper journey. So, they’re not pitching me with a gross sales provide instantly.
The play right here is extra refined. First, the opening with social proof — 10 million customers can’t be improper, proper?
Each onboarding is overwhelming, particularly with Semrush’s complexity. So the “not sure where to start” line is smart. Sending me to their single excessive worth content material and a associated instrument is a brilliant transfer. Not every part without delay. One step at a time.
Then, they let me know what they’ll be sending and the way typically I can count on to obtain it.
But regardless of the great things, there are additionally flaws on this e mail. The wording within the final sentence is a bit 2018, not 2023.
4. GFDA
Email advertising class: welcome e mail
What is that this e mail marketing campaign about?
This is a welcome message / content material improve affirmation message despatched by GFDA. This design company and print service supplier additionally inject a reduction hyperlink on this e mail, so it’s not black and white concerning the class of this advertising e mail.
Why it really works
One factor that’s black and white, although, is that this e mail marketing campaign is tremendous, tremendous daring. There is lots of swearing sprinkled throughout this message, however what are you able to count on from an organization that has the “F” phrase in its model identify?
Their distinctive model voice is centered across the “f*ck” phrase, so that they discover it to the fullest on their net pages and merchandise.
But this e mail stands out not solely due to utilizing the “F” phrase far and wide. On prime of that, they’re cheeky and sarcastic of their messaging, which makes it hilarious:
- The trick with the “Hey ______ insert your name here.”
- The wording: “grave miscalculation” or “you’ll likely regret this decision.”
GFDA proves that B2B e mail advertising doesn’t should be boring!
5. ClickUp
Email advertising class: onboarding – product demo
What is that this e mail marketing campaign about?
Creating an account on an internet software often triggers a sequence of product onboarding emails. It can take many kinds — written or visible. ClickUp determined to go for an interactive, on-line occasion system to coach their new customers to make use of their platform.
Why it really works
First, kudos to ClickUp for leveraging the webinar mannequin for coaching contemporary customers. The interactivity of a digital occasion, by definition, brings clients nearer to the product, even when they’re on their free trials.
Second, it could be a sin to not visualize the phrase Camp within the e mail design. And this well-known challenge administration platform did a wonderful job right here within the header.
Speaking of the header, putting a headshot of an actual particular person additionally helps strengthen the reference to he model.
The e mail content material’s construction is simple, making it simple to understand all the advantages I can achieve from attending the Camp.
And lastly, the shortage and urgency above the decision to motion button. Nicely carried out!
6. Wired
Email advertising class: invaluable content material
What is that this e mail marketing campaign about?
Another approach to nurture customers and e mail subscribers is by delivering useful content material. Wired’s advertising e mail helps its viewers win its e mail advertising program with 10 workflows.
Why it really works
Wired is knocking a number of gadgets with one swing right here:
- They educate their subscribers and assist them obtain success with their e mail advertising technique. This exercise will translate into model loyalty and buyer retention.
- They generate site visitors to their weblog put up by way of e mail advertising.
- Connect their content material marketing via email campaigns.
Although there’s nothing excellent within the design, the entire message reads effectively. It’s uncluttered and straight to the purpose.
7. CXL
Email advertising class: thought management
What is that this e mail marketing campaign about?
CXL not solely offers invaluable content material to their subscribers but in addition makes use of their newsletters to deal with controversial and deceptive opinions.
Why it really works
In this case, the uncomfortable opinion is that “CRO is dead,” which CXL neatly positioned within the topic line. Of course, I don’t know the open charges of this e mail, however I guess it was excessive.
To counter this opposing viewpoint, CXL engaged an trade skilled, prominently featured within the e mail header. The messaging itself is daring and targeted on delivering a wealthy expertise.
Through these strategic e mail advertising efforts, CXL has successfully established themselves as thought leaders within the subject of selling.
8. PeerSignal
Email advertising class: thought management
What is that this e mail marketing campaign about?
Another nice instance of constructing model credibility is sharing third-party knowledge by way of e mail advertising campaigns. PeerSignal carried out a SaaS demo web page teardown, and this e mail is filled with insights.
Why it really works
If you’re into digital advertising, you must look carefully at PeerSignal. One of the foundations of their advertising technique is to cowl unique analysis and share the correct knowledge with their enterprise neighborhood.
Here, they determined to look into demo pages of over 600 SaaS demo pages and pinpoint the next:
- Common developments
- Best artistic examples
- Dos and don’ts
This e mail is filled with invaluable insights and likewise incorporates quite a lot of media parts. From animated gifs to annotated screenshots and charts, it provides a visually participating expertise.
9. Descript
Email advertising class: thought management
What is that this e mail marketing campaign about?
Here’s one other instance of thought management in B2B e mail advertising. The storm round TikTook is essential sufficient for Descript’s present and potential clients that they determined to put in writing about it.
Why it really works
If you’re unfamiliar with Descript, it’s a software program answer for video and podcast creators. It means the TikTook seismic shifts are essential for his or her complete viewers.
And that is the place Descript stepped in with their recommendation for diversification and adjusting their content material distribution plans to these dynamic modifications.
Providing hints to assist their present clients keep away from difficult conditions is a wonderful methodology for decreasing churn.
10. Mintel
Email advertising class: thought management / webinar
What is that this e mail marketing campaign about?
This B2B e mail from Mintel combines constructing a thought-leader place and conducting a webinar.
Why it really works
First, the try to forecast a decade forward in present instances, the place every part modifications on the velocity of sunshine, is each brave and intriguing. However, Mintel is a longtime market intelligence company, and market forecasts and developments are what they do for a residing, so the subject thought shouldn’t be reckless.
This e mail advertising marketing campaign is about getting folks to register for a webinar. From a enterprise perspective, it’s a intelligent approach to generate leads. And Mintel is near perfection right here due to a brilliant engaging e mail design and a implausible name to motion.
11. Hotjar
Email advertising class: product replace
What is that this e mail marketing campaign about?
One of the preferred techniques e mail entrepreneurs from tech manufacturers throughout the board use is product updates. This is a brand new function e mail from Hotjar.
Why it really works
Because it’s easy! HotJar used this announcement e mail to unfold the phrase about their first API model. Which, let’s be sincere, shouldn’t be the sexiest information on the planet and, if carried out clumsily, could possibly be too technical and onerous to observe.
So they went forward and visualized it with a exact header. Next, they nailed two vital person advantages within the headline. And they expanded these two within the physique copy with none fluff concerning the technical points.
Highlighting worth and opening a gate for doable buyer upgrades — win!
12. Mixpanel
Email advertising class: case examine
What is that this e mail marketing campaign about?
A case examine is a vital ingredient that each profitable B2B e mail advertising technique ought to incorporate. This is how Mixpanel makes use of in-depth case research to generate extra clients.
Why it really works
Case research purpose to leverage buyer satisfaction to drive extra gross sales outcomes. But the ugly reality is that many case research are created with out a aptitude.
Luckily, Mixpanel is aware of the B2B e mail advertising sport! First, the “make love connections” within the topic line instantly attracts customers’ consideration. Second, the “love” bit additionally shines by way of the hero space design.
Next, you’ll be able to see a superb storytelling construction that glues readers to their screens:
- Hooking intro
- Naming the problem
- Customer’s quote
- Solution resulting in buyer satisfaction
13. CJ
Email advertising class: buyer outcomes
What is that this e mail marketing campaign about?
Another kind of selling e mail revolves round giving clients a well-deserved pat on the again. A notable B2B e mail instance from CJ highlights the affiliate outcomes achieved by a particular person.
Why it really works
“Your results are in” — that is what an affiliate marketer who makes use of the CJ platform sees proper after opening this automated e mail. It can’t get extra clear and extra attractive to learn on. After all, it’s about maintaining a finger on the heart beat when monitoring every advertising efficiency metric.
But analytical summaries can even bore folks to tears. This shouldn’t be the case right here. CJ is aware of how you can play with knowledge visualization, so analyzing the outcomes is a breeze.
14. Flywheel
Email advertising class: buyer analysis
What is that this e mail marketing campaign about?
Running buyer analysis is likely one of the foundations of each rock-solid e mail advertising technique. It can take a number of kinds, one of the vital standard being surveys.
Why it really works
“Know your audience.” It’s the basic precept that e mail entrepreneurs ought to at all times have as a North Star. However, persuading new subscribers (and even dormant ones) to seek out time of their busy schedules to take a survey may be fairly difficult.
So, it’s at all times a matter of incentivizing folks. Offering an Amazon voucher could be a nice incentive, however some people could also be extra enticed by a restricted version T-shirt, notably if there are only some obtainable. And that is what Flywheel provided.
But what’s additionally cool about this e mail is the pleasant and informal tone of voice within the copywriting and the strong name to motion.
15. GoDaddy
Email advertising class: appreciation
What is that this e mail marketing campaign about?
Remember the shopper results-oriented e mail from CJ? This one from GoDaddy is shut however a bit totally different. It’s sharing appreciation with their clients. But with no analytics. Just love.
Why it really works
Sharing love with clients, particularly the loyal ones, ought to have a devoted part in each B2B e mail advertising technique. We’re going by way of instances when it’s getting tougher to achieve subscribers. Customer acquisition is tough and expensive. That’s why it’s important to retain present customers.
And that is what GoDaddy does. And for those who have a look at the photograph collage embedded within the e mail header, you immediately know their viewers. Small enterprise house owners, solopreneurs, and content material creators.
And the messaging within the physique copy is tremendous delicate concerning their solopreneurship journey. The ups and downs. The huge wins. The battle. This e mail advertising marketing campaign rocks!
16. Zencastr
Email advertising class: product replace
What is that this e mail marketing campaign about?
At some level, tech corporations improve their core product and introduce new options. Each product launch communication plan entails an announcement e mail.
Why it really works
This e mail advertising marketing campaign from Zencastr is an ideal instance. By definition, podcasts are an audio content material format. And, Zencastr, as a podcast software program, was set on the audio foundations. But they naturally launched the video format for podcasters to improve their exhibits.
Simplicity is essential right here:
- An enormous header with a artistic visible presenting the “play” icon
- A brilliant concise “Video is here” headline
- And a bit cheeky physique copy “…if you want it. You can keep your old workflow on the audio only…”
And then, the very best half — the social proof! The cowl photographs of podcasters who’ve already embraced the video format.
17. Wildist
Email advertising class: gross sales promo
What is that this e mail marketing campaign about?
It wouldn’t be doable to debate B2B e mail examples with out a frequent e mail kind within the gross sales cycle – reductions and promos. This one from Wildist provides a reduction on a enterprise pictures course.
Why it really works
What’s the key ingredient for a web based course about pictures? A surprising snapshot, after all! The e mail header captivates with a implausible image of kayaking on a mountain lake.
Another essential ingredient on the prime of this announcement e mail is the headline highlighting that the provide is time restricted.
Besides, this e mail has all of the important points of a promo message:
- Attractive low cost (50%)
- A 5-star buyer overview
- A transparent name to motion
18. Grammarly
Email advertising class: gross sales promo
What is that this e mail marketing campaign about?
The second low cost B2B e mail on our record comes from Grammarly. This writing-assistant app makes use of promo emails very often. You’re certainly one of them.
Why it really works
The most typical ingredient in Grammarly’s automated emails is the excellent visible dominating the hero space of the message. You may as effectively go on to the CTA button as a result of the copy “40% off any Premium plan” is highly effective sufficient.
But for individuals who nonetheless want some convincing, the physique copy neatly combines the product capabilities with end-user advantages. Sales emails aren’t solely concerning the low cost. It’s at all times concerning the worth aligned with the audience’s wants.
19. Webflow
Email advertising class: gross sales promo
What is that this e mail marketing campaign about?
It’s not a typical webinar marketing campaign invite. Webflow determined to go all-in and set up 12 digital occasions within the span of three weeks!
Why it really works
In the B2B house, webinars want e mail campaigns, and e mail campaigns want webinars. Online occasions are a implausible approach to develop an natural mailing record and convert gross sales leads.
What makes Webflow’s marketing campaign particular is the staggering variety of enterprise to enterprise occasions in such a good timeframe.
What additionally rocks right here?
- The identify (Virtual World Tour)
- The Woodstock-style fonts
- The use of the numbers (3 weeks, 12 occasions, 9 time zones)
- The copywriting stream
20. UXPin
Email advertising class: what’s new
What is that this e mail marketing campaign about?
One of the preferred e mail sorts utilized in a strong B2B e mail advertising technique comes right down to a “what’s new” sequence. Many newsletters use this type of a weekly or month-to-month digest selling their very own content material. And UXPin does it effectively.
Why it really works
This publication is concise and straightforward to learn. There’s no want for fancy design or elaborate storytelling. It briefly lists product information, attention-grabbing articles, and digital occasion bulletins.
Another visually interesting facet is the fanzine-style icons subsequent to every place on this digest, enhanced with glorious and concise copywriting.
21. The Momentist
Email advertising class: suggestions & tips
What is that this e mail marketing campaign about?
This publication brings collectively a curated assortment of content material for filmmakers — a web based lesson from Jesse Driftwood, plus written and video critiques of cameras and filming gear.
Why it really works
Newsletters like this must be a part of each e mail automation program.
First of all, it’s hyper-focused on a particular area of interest.
Second, diversifying content material codecs (on-line course, article, video overview) is a good thought to interact individuals who roll their eyes at any time when they see a weblog put up.
Third, every content material piece promoted on this publication touches upon a unique facet of filmmaking. This comprehensiveness helps to win again the hearts of inactive subscribers.
22. UX Collective
Email advertising class: neighborhood
What is that this e mail marketing campaign about?
Another good B2B e mail advertising follow is constructing a neighborhood round a particular subject, trade, or model. This is a welcome neighborhood message from UX Collective.
Why it really works
We’re a particular area of interest right here. UX designers are the audience, and this neighborhood is about constructing a tribe for them, the place they educate one another with helpful free stuff.
This e mail does the trick due to the next:
- An eye-catchy drawing within the header
- An editor’s notice as an introduction which makes it a customized e mail
- A clear and handsome e mail construction
- Taking subscribers by the hand and exhibiting them the place to start out
23. Kai Brach
Email advertising class: suggestions & tips
What is that this e mail marketing campaign about?
This is one other glorious instance of a publication that educates subscribers with hand-picked articles, information, and instruments.
Why it really works
The inventive fashion of this article instantly catches your consideration. The art work, accompanied by a quote from Frank Zappa within the header, immediately immerses the recipient in a artistic and cultured ambiance.
Just like within the UX Collective instance, the physique copy of this article begins with an editor’s notice. Although the creator missed some typos, he will get away with that as a result of the content material sections are well-structured and filled with thrilling goodies.
Nice work!
24. Trello
Email advertising class: suggestions & tips
What is that this e mail marketing campaign about?
The final B2B e mail instance comes from Trello. This platform shares product options and suggestions for higher productiveness. Plus, this is likely one of the pre-event e mail newsletters as a result of they plug a webinar invitation on the finish.
Why it really works
The audience is totally different right here, so there isn’t any room for extra prolonged intros and bohemian-style artwork. Trello communicates with challenge managers who’re speeding with their tasks. So they haven’t any time to digest lengthy paragraphs of textual content.
Large visuals, concise copywriting, and CTA buttons sending subscribers to devoted touchdown pages. That’s the trick.
Plus, Trello is conscious of their splendid clients’ ache factors and empathizes with them: “We all experience workplace anxiety (and that’s OK),” which is a superb transfer.
Take your e mail advertising campaigns to new artistic heights!
Excellent! That was the final of our 24 B2B e mail advertising examples to encourage you to refine your e mail advertising and B2B advertising automation technique.
Remember: enterprise to enterprise doesn’t equal boring. Some of the above examples had been extra radical with spicy messaging. Some had been extra targeted on delivering high quality content material.
The splendid mixture would combine each: being somebody unattainable to disregard AND serving to your particular person clients obtain their targets.
Start with hanging topic traces and ship your promise with stellar e mail content material! And on prime of that – check, check, check!
Start in the present day with an e mail advertising platform that may provide help to obtain that. A 30-day free model is correct this manner!
