Effective Email Marketing for B2B Companies

Jul 1, 2020

Email marketing? Why are we still talking about emails in 2020? Before getting into the best practices for effective email marketing for B2B companies, we should remind ourselves why it’s still important in 2020. Here’s some fast facts rounded up from this blog post:

  • “You are 6x more likely to get a click-through from an email campaign than you are from a tweet. — Campaign Monitor
  • “72% people prefer to receive content through email, compared to 17% who prefer social media. — MarketingSherpa
  • “73% of in-house marketers worldwide named email marketing most frequently as a tactic able to provide a strong ROI. — eMarketer
  • “When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. — DMA

Especially for B2B companies, email marketing is a valuable investment of your time and resources. It is actionable, preferable to customers, and has a strong ROI. While it may not be the newest or most innovative way of communicating with potential customers, it is proven effective. Such a reliable resource shouldn’t go to waste. Here’s 3 ways to use email marketing to your best advantage.

Effective Email Marketing for B2B Companies


People still read and use emails in 2020. However, they’re usually checking emails on their phones. It’s vital to remember this when formatting and writing emails. A text heavy email with long paragraphs and not many line breaks is not ideal for mobile users. In the same way, a super duper high-tech formatted email may not translate well from desktop to mobile devices. The middle is your sweet spot. A well-formatted email will make all the difference. This means that your email should be interactive with valuable information. An easy way to create engagement is including call-to-action buttons. These are proven more effective than a call-to-action in line with the text. To make sure your email has valuable information, separate your topics into separate emails (or at least, under separate headings). This will allow the reader to be highly focused on each piece of information that you’re sharing.

Keep it light

In the B2B sector, there can be a lot of technical information to cover. However, the way you convey that information doesn’t have to be boring or overly serious. When writing, keep your tone light. If it’s being sent into an email inbox, people usually don’t want to read a lot of technical information. You can link to your spec sheets and product information, but highlight just a few things in your emails. Give the highlights and important aspects—but this isn’t the time for a serious information download.

Another way to keep your emails light is to focus on storytelling. Remember, you’re writing to real people. People like stories. Including a narrative structure to your work will increase the enjoyment and engagement of your readers.

Embrace the why

As with most things in life, email marketing is much more effective if you remember the reason behind what you’re doing. Embrace the why. Each email should have a clear purpose that both you and the reader can pick up on. If you need to physically write down the purpose for each email, go for it. You can then use this reason that you’re emailing to craft the subject line and preview text. This way, your readers will be able to know what to expect before they even open the email. They’ll be ready to hear what you have to say and ready to join in the conversation or call-to-action.

If you want more information about advertising, marketing, and communications, get in contact with us at RedMoxy Communications. We’d love to chat about strategies to benefit your company, including how to avoid these common advertising mistakes.