Knowhow

5 tips for successful B2B email marketing

Reading Time 3 min.

Newsletters are an extremely effective marketing instrument with a high acceptance in the B2B sector. Just like newsletters aimed at end customers, business-to-business emails strengthen customer loyalty and provide very effective support in sales and distribution. In addition, email marketing campaigns for business customers and partners are created just as quickly and easily with our powerful newsletter tool. However, there are some differences for this particular target group to be considered. So, go ahead and enjoy our tips for successful B2B email marketing:

CleverReach®: B2B E-Mail Marketing Tipps

1. Win leads through helpful content

Convince potential customers and business partners with decision-making authority (leads) to subscribe to your newsletter. The best way to achieve this is to create added value and high-quality incentives for potential leads with your email.

Instead of coupons or competitions, knowledge and useful information are the right way to go in the business world.

Much appreciated are e.g.:

  • Whitepapers
  • Webinars
  • Case Studies
  • Invitations to industry events such as trade fairs or conferences

Top topics include:

  • Technical News
  • Economic and Business News
  • Future prospects
  • Trend topics
  • Technical and / or scientific analyses
  • practical tips and other advice, for example on careers
  • Background information

Further, you should also offer the option of subscribing to the newsletter on your website. Beside specially created landing pages, registration forms that are integrated on your website via source code or link are particularly suitable for this purpose.

Be careful! The same applies to B2B newsletters: The recipient must have verifiably and actively agreed to receive your newsletters! It is therefore essential that you use the double opt-in procedure. Read more about this important topic in our magazine article on the EU General Data Protection Regulation.

2. Maintain your recipient list

When it comes to the number of addressees in the B2B sector – quality counts before quantity. And if your B2B recipient list is rather small – that’s absolutely normal. Because the contact persons are the decision-makers of a company, and their number is manageable. That makes every address all the more valuable. If you receive a bounce message from a recipient because your email could not be delivered, it is worth the effort to investigate why this was the case. Was the email box full? Then write to the recipient again after a certain period of time. Have they left the company? In this case, take the trouble to ask for the name of the replacement.

Be careful! Don’t just start sending your newsletters to the new contact person. You first need their approval to receive your newsletter. Investing a little time to find out more about each individual recipient is absolutely worth it. Because this information can be used to send out personalized newsletters, such as invitations to events or whitepapers for a special field.

3. Get to the point

Your B2B newsletter reaches your business partner at their workplace and competes with all their business emails. Therefore, you should structure your newsletter in such a way that your business partner is sufficiently, but not excessively, informed. Get to the point quickly, preferably right in the introduction. This enables your addressee to capture the topic in the preview of their mobile device. Inform about the essentials in the newsletter. For more information, offer a link to your website, where the topic is then dealt in detail.

The result: Your newsletter will be considered as valuable, not as a time-eater.

4. Make it easy for your readers

The ideal B2B newsletter should be as compact as possible, but at the same time your products and services are complex and may be in need of explanation. Solve this task by planning multi-level campaigns and serve your business partners easily understandable content. In addition, you can also use the analysis options of your newsletter report. Every click on a link gives you an idea of the interests of your recipients and enables you to meet their needs better and better.

5. Find the right Call-To-Actions

The decision-making paths in the B2B area are generally much more complex than with B2C actions. And since several departments and employees are usually involved, the period up to a purchase or order is often longer than with B2C clients. In return however, business transactions are usually high-priced and individual.

Therefore, striking call-to-action buttons in B2B newsletters are completely out of place. Depending on the business model, other solutions usually make a lot more sense: For very high-priced and complex offers, it is advisable to specify a personal contact person with whom the customer can talk about the offer and ask questions.

For products that can be standardized, however, an online solution with various options according to price segment may make more sense.


Thanks to these tips, nothing stands in the way of your B2B email marketing being successful. Send your recipients exciting and compact content. Offer added value and a helpful as well as unobtrusive advice – and watch your leads become enthusiastic customers!


CleverReach®

CleverReach® is a leading international email marketing service provider. With our cloud-based solution, we help businesses to create, send and analyze their email marketing campaigns.