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B2B email marketing best practices in 2022

July 28, 2022 | Andre Oentoro - guest blog

Email marketing has been getting several myths in recent years. They’re spammy. They’re old-school. No one still checks email daily, so they’re dead and no longer effective. Yet, this is far from the truth.

In fact, more than 93% of B2B marketers use email channels for distributing content. Also, 72% of customers prefer email as their main channel for business communication. Social media and live chat might transform the way we communicate in today’s digital landscape. But, they didn’t make emails go away.

That all said, B2B marketers need to spend extra effort using emails so that they can appeal to today’s prospects. That bulky, text-heavy email copy is more of a chore. Not to mention mediocre subject lines might be a reason why the email ends up in the trash folder.

Just like any other marketing tool, B2B email marketing needs to be well-thought-out– whether you’re a SaaS solution, Shopify & BigCommerce app developer or even a blockchain game developer agency. Here are some email marketing best practices to increase your open rates and gain interactive prospects.

1. Keep it straightforward

An average marketer receives 121 business emails per day. That’s a lot of emails to go through, and most of us don’t have time to read every word in each email. 

So, when creating B2B email content, always think about how you can get your message across without bombarding the prospect with too much information.

Here are a few tips:

  • Keep the email short. The ideal length is around 50-125 words.
  • Use bullet points or numbers to make it easier for prospects to scan through the content.
  • Use visual content. You can embed a video from your video marketing strategy to simplify complex ideas.
  • Write a catchy headline that accurately reflects what’s inside the email.
  • Use simple words and sentences. Avoid using jargon that might not be familiar to your prospects.

2. Personalization is key

B2B buyers are getting savvier. They do their research, and they know what they want. So, when you’re sending emails, make sure that each email is personalized. And personalization here is so much more than using the prospect’s name in the subject line and in the email itself. You should also segment your list and send relevant information to each segment.

For example, if you’re selling software that can be used for different purposes, you should segment your list based on the buyer’s needs. That way, you can send them content that’s relevant to their interests. It's about understanding their needs and wants and then crafting an email that's relevant to them.

Besides segmenting the list, here are some of the other best ways to personalize your emails are by:

  • Using dynamic content. Dynamic content is a way to insert specific information (such as the recipient's name, company, or location) into your email so that it's more relevant to them.
  • Sending triggered emails. Triggered emails are emails that are sent based on a prospect's behavior (such as signing up or browsing relevant website content). These types of emails have been shown to have higher open and click-through rates because they're highly relevant to the recipient.

You can utilize email tools to make the whole process much easier and automated.

3. No hard-sell

“Boom! Special offer for a limited time only!”

“Act now and get 20% off!”

If that’s how your email reads, then you’re doing it wrong. No one wants to be sold to. Remember, the goal of B2B email marketing is to nurture relationships, not to make a sale. So, don’t try to hard-sell your products or services in the email. Instead, focus on providing value.

By providing value, you’re showing your prospects that you’re an expert in your field and that you want to help them succeed. This will build trust and ultimately lead to more sales down the road.


  • Teach your prospects something new that’s relevant to their business. For example, you can send them an email with tips on how to use your product more effectively.
  • Share interesting industry news or trends that would be helpful to them.
  • Offer a free trial or a demo of your product.

4. The right call-to-action

One of the priorities you have after a prospect opens your email is to take action. This is why it's crucial to let them understand what they should do next if they're interested in what you're offering. This is done by using an effective call-to-action (CTA).

The key to crafting a clickable CTA for B2B  email marketing is to make it specific, actionable, and value-driven. The CTA should be clear and easy to understand. And it should tell the prospect exactly what they need to do. For example, "Download our free guide," "Book a demo," or "Get 20% off." If you have a well-segmented list, you can also personalize your CTA, eg. "Download our free guide for SaaS companies".

Once you have the perfect CTA, make sure that it's placed prominently in the email so that it's impossible to miss. And if you're using images, make sure that the CTA is visible on mobile devices as well.

5. Make subject lines snappy

Your email subject line is the first thing that your prospects will see when they receive your email. Research shows that 47% of people decide whether to open an email based solely on the subject line. So, it's important to make sure that it's snappy and catches their attention.

The most important thing to keep in mind when writing a subject line is to make it relevant to the recipient. The subject line should be clear and concise, and it should tell the prospect what's inside the email.

One red flag that you want to avoid is using spammy words, such as "free," "guaranteed," or "click here." Not only will these trigger spam filters, but they'll also turn off your prospects.

6. B2B is still person-to-person

Since you're still representing your company and trying to make a connection with another company, your email's tone should be professional yet friendly. You want to sound like a human, not a robot. 

Write in a way that's natural and easy to read. The goal is to come across as someone who's helpful and wants to build a relationship with the prospect.

One way to strike the right tone is to address your prospect by their first name in the email. This personalizes the message and makes it seem like you're speaking directly to them.

Another way to ensure that you're striking the right tone is to proofread your email before hitting send. This will help you catch any errors or typos that could come across as unprofessional.

7. Stay on the message

The content of your email should be focused and on-point. The last thing you want to do is overwhelm your prospects with too much information. 

As we mentioned before, keep the message short, sweet, and to the point. And make sure that every element of the email supports your main message.

If you have multiple products or services that you want to promote, it's best to send separate emails for each one. That way, you can keep the message focused and avoid overwhelming your prospects.

It's also important to make sure that your email looks good on mobile devices. More than half of all emails are opened on a mobile device, so it's crucial to optimize your email for these devices.

One way to do this is to use a responsive email template. This type of template automatically adjusts the email to look good on any screen size. And it's easy to find these templates online or through your email marketing software.

Wrapping Up

B2B email marketing is quite different from B2C email marketing or any other type of marketing. You should always keep in mind that you're emailing another business, not a consumer. That means that your email needs to be professional, relevant, and value-driven. By following these best practices, you'll be well on your way to crafting successful B2B email marketing campaigns that produce better results.

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