Email is the undisputed king associated with B2B marketing .
Studies show that 48% associated with organizations believe email is one belonging to their most effective channels towards generate new leads online, whilst 59% belonging to B2B marketers say email is the most effective channel because of generating revenue.
In terms belonging to return atop investment, research shows that due to every $1you use on top of email marketing, you receive encircling $36.
It’s numbers similar to these that makes email marketing hence valuable.
But, how are you using email marketing because of your business?
And the thing that email initiatives are you focusing on top of today?
Research shows that a third associated with marketers use email marketing towards share content organically, together with 81% belonging to small companies use email marketing similarly to their main mode belonging to customer acquisition.
A study through Strongview found that because of most businesses this year the top priority because of email marketing is clear:
Increase subscriber engagement.
Increased subscriber engagement means more sales, higher revenue per customer plus overall, better profits.
But, how do you increase subscriber engagement?
You can do this via sending different types belonging to email campaigns.
Subscriber engagement is unlikely towards grow provided that you send the same type belonging to emails beyond as well as above again.
For example, think back above the last 12 months plus the number belonging to times you have sent the same kind associated with email for your entire list.
Did it increase engagement? Not likely.
Spay plus pray marketing doesn’t work.
(This is exactly for what reason more companies are investing inside account-based marketing .)
So, the thing that kind belonging to emails can you send your email subscribers?
23 B2B email marketing templates
We’ve signed up for 1000’s associated with newsletters as well as shortlisted the best email marketing campaigns.
We’ll start together with B2B email marketing examples originating from the top belonging to the funnel as well as work our way by means of the entire customer journey for help you increase engagement plus deliver better results originating from your email marketing strategy.
Before we begin, here’s a quick reminder that you need permission towards send emails towards your subscribers.
A subscriber needs for opt-in for your email campaigns. If they do not opt-in as well as you send a marketing email for them, then you risk being fined through GDPR
(Learn more concerning GDPR as well as email marketing best practices here ).
Now that’s outside associated with the way, let’s get started!
1. Welcome email template
Example provided through Buffer
First impressions count.
Therefore, provided that a subscriber signs up for something, if it is for receive future blog posts alternatively a series belonging to email tips, it makes sense for thank them plus welcome them.
By doing nothing, you make it difficult for create a strong impression. When you sign up on top of their web form, Buffer’s welcome email includes links for their support email address as well as a link towards their Twitter profile.
Simple yet effective!
How for implement: Whether you use auto-responders alternatively send the emails manually, welcoming new subscribers for your company email list is a great way for build a strong relationship originating from the beginning. In the email, make sure you introduce yourself plus company. You can in addition provide helpful links towards content such just as most popular blog posts alternatively white papers, alternatively links for your social media profiles
When for send : Each time you get a new subscriber
2. Curated content email template
Example provided through Hiten Shah
Each week, CrazyEgg as well as Kissmetrics founder, Hiten Shah sends a roundup belonging to his favorite posts atop topics that include SaaS, marketing, sales as well as growth . Hiten is able towards deliver great content directly towards his readers lacking them having for search the content outside online. He’s helping his readers do better, that adds a lot belonging to value towards his subscribers.
How for implement: Whether you’re within customer service, social media, banking alternatively the automotive industry, you can create a list associated with the best content you’ve read plus share it by means of email towards your subscribers together with links towards this content. You don’t need a fancy design either! In doing so, you’re delivering value devoid of being self-promotional.
When for send: Weekly alternatively monthly, depending on top of how often you can curate content
3. Company announcement email template
Example provided through SumAll (now acquired through another company).
“Extra, extra – read all regarding it!”
In the mid-19th century, newspaper vendors would shout outside whenever there was newer “news”. Even though the channels have changed (unless, belonging to course, you have hired street vendors lately…), newsworthy content regarding your company is still valuable content because of your readers. In fact, 26% associated with all B2B subscribers sign up as they want towards be kept informed atop company news, according for research via Chadwick Martin Bailey :
When SumAll acquired Flutter, a tool that helps businesses grow their Twitter following, one associated with the first things they did was inform their subscriber list. In doing so, they were able for create new interest inside their product offering. So because of prospects that were not sure in case SumAll was the right fit because of their business, announcing this kind belonging to news is likely towards have a more positive impact.
How for implement: Whenever you have news towards share, such similarly to winning an award, changes towards product offering alternatively new pricing options, because of example, announce this news for your subscriber list. You can either include all associated with the company news inside the email alternatively itself, alternatively link the email for a landing page. (This email template works well due to lead nurturing alternatively customer marketing campaigns).
When towards send: Each time you have news for share.
4. New article email template
Example provided through Gerry McGovern
Gerry McGovern has long been sending new articles that he publishes inside his weekly “New Thinking” email series. The email content, what is a copy associated with the article content that is published atop his website, is a great way for update his email subscriber list belonging to new content, devoid of the subscriber having for visit Gerry’s website. It’s not promotional within any way, other than providing the reader accompanied by some thought-provoking content.
How towards implement: Whether you use this example due to new blog post content alternatively article content, you can copy as well as paste the content directly inside the email, similar to Gerry does, alternatively provide a link towards the webpage plus drive readers for your website.
When towards send: Each time a new blog post alternatively article has been published
5. Video email template
Example provided through Backlinko
When Brian Dean, founder belonging to Backlinko, sends an email, the chances that it contains a video are pretty high. By providing actionable content by means of video, Brian is able for not only deliver value, yet build a rapport accompanied by his subscribers just as they get for see plus hear Brian on top of a regular basis, that builds an even deeper connection together with his audience than he would create compared towards reading web copy, just as the person watching the video feels resembling they really know Brian.
How for implement: Take one associated with your best performing pieces belonging to content as well as create a video version, plus provide the tips inside the content within your video. It doesn’t have for require a film crew alternatively include special effects, all you need is towards be visible plus atop screen.
When for send: Monthly. It’s a great way for engage atop a new level together with your audience
6. Inactive user email template
Example provided through Perfect Audience
According for Epsilon, approximately 40% associated with your email list inside inactive !
This means that each time you send outside an email, almost half are no longer interested inside hearing originating from your company. In the example above, Perfect Audience has sent outside an email for a new user whose has become inactive. This email is a great way associated with restarting the conversation plus reminding the user that they can use the product, alternatively get answers towards any questions they may have.
How towards implement: Create a list associated with email subscribers whom have not read alternatively opened an email throughout the last 12 months (or, customers whom have not logged within towards the product in 60-90 days), as well as send an email that includes:
- Who you are plus the thing that you do
- Why they signed up inside the first place
- A question alternatively an invite towards start a conversation
When for send: Two-three times per year
7. Product promotion email template
Example provided through VWO
Accurate data is important towards marketers’, especially at the time it comes towards running tests on top of their website. When VWO launched SmartStats, they informed their audience belonging to the new change plus how it impacts users – as well as how it can help them together with their tests. For prospects on top of the fence just as towards that vendor towards choose, this is the kind belonging to change that can lead towards an increase inside new customers.
How for implement : Your company’s product will evolve, as well as each time you add a new feature alternatively improve an existing feature, it could be the improvement that turns many prospects towards customers. However, you need towards get the word outside as well as inform them hence they are aware associated with these changes. The next time you update your product, send an email towards your subscribers accompanied by a list associated with changes/ updates. Remember towards use simple language hence instead belonging to including “Feature enhancement 4.2”, you explain how this change impacts the user, i.e. Users can create quotes as well as send via email within one click”.
When for send: Each time you update your product
8. Gated content email template
Example provided through BusFine
Each time BusFine launches a new white paper alternatively guide, we send an email towards our subscriber list. This is the fastest way for get more people towards read as well as download the content. The reason the cause we do this is since according for research, 36% associated with B2B buyers’ seek outside white paper content throughout the initial stage belonging to the buying process (as shown inside column one inside the chart below). By delivering educational content directly for our subscribers’ inbox, we make it easy because of them for consume the content they demand, during the time in the same time keeping BusFine top belonging to mind.
How towards implement: Next time you launch a new piece belonging to gated content, announce the launch towards your subscriber list. Just resembling within the example above, keep the email short, benefit driven plus include a call for action, what asks the reader towards download the guide originating from a dedicated landing page. The goal belonging to the email is for drive readers towards your website.
When for send: Each time you launch a new piece belonging to gated content
9. Webinar email template
Example provided via Kissmetrics
As far just as customer acquisition channels go, webinars are one belonging to the most effective ways associated with speaking directly for your potential customers . Kissmetrics uses email marketing similarly to one belonging to the ways for promote a webinar, that makes it easy because of subscribers’ towards learn regarding upcoming events as well as schedule the time for attend. Webinars are a great way for showcase your expertise plus engage accompanied by buyers’ whom are further down the sales cycle as well as looking towards make a purchase.
How towards implement: Instead belonging to creating a brand new topic towards host a webinar on, use existing content plus repurpose it inside a webinar topic. For example, take a piece belonging to content that performed well, as well as on top of a topic you are comfortable talking about, as well as then send an email for your subscriber list together with an invite for a webinar. Make the date as well as time belonging to the webinar clear, plus include a description associated with which the webinar topic is about.
When for send: Each time you host a webinar
10. Live event email template
Example provided via ConversionXL
When Peep Laja launched his ConversionXL conference this year, it wasn’t too long until he let his email subscribers know concerning it. Do you know why? It’s since his subscribers are potential event attendees (and therefore customers)!
In fact, while a live AMA (ask me anything) atop Inbound.org, Peep went similarly to far just as saying 80% associated with his conference ticket sales come originating from his email list!
There’s no better way for promote an event than for invite people that already know whose your company is as well as which you do. A study through BrightCove as well as Content Marketing Institute found that meeting potential customers is the most effective tactic due to B2B marketers’. So next time you host an event, invite your email list!
How towards implement: While hosting an event can be expensive as well as time consuming, there’s no better way for get face-time together with prospects as well as create a relationship than event marketing. Promote the event by means of email marketing, plus include the details associated with when, at which place plus the cause attendees should join. And due to your event, get your best salespeople ready for meet as well as greet future customers!
When towards send: Each time you host an event (I’m guessing one towards two per year)
11. Case study email template
Example provided via Eyequant
As B2B buyer’s move further down the funnel, the value associated with a case study grows. A case study is a great way towards show how your product can help a business improve, in case that’s within terms belonging to sales, productivity alternatively communicating together with customers.
Eyequant’s case study email starts through explaining the challenges similar companies face. This is followed through the details belonging to the case study, what includes how towards use the product as well as the thing that kind associated with results you can expect. The results are the most important part associated with a case study. Showcasing product value because of companies similar towards your prospects is a great way for earn trust as well as turn them inside customers.
How for implement: You can take an existing case study as well as send an email towards prospects accompanied by a link towards the study, alternatively you may have for ask your customers in case they would resembling towards be featured similarly to a case study. The latter might take more time, nevertheless once you have a case study alternatively two, you can use these due to several months alternatively years towards come. Remember for focus on top of the results part just as this is at which place the real value lies!
When for send: Bi-monthly alternatively quarterly. This is because of later stage buyers.
12. Request demo email template
Example provided via LinkedIn
In terms belonging to lead quality, Software Advice found that 80% belonging to marketers’ rate “live demo’s together with sales reps” just as the most effective way towards generate high quality leads . Therefore, it makes sense for invite potential customers for a personalized demo accompanied by a sales rep. As part associated with their social selling campaign, LinkedIn not only sends a personalized email invite addressed towards me via name, nevertheless they in addition sign away from together with an image originating from one belonging to their sales reps. Adding a photo is a quick plus easy way for build trust. The email is short, personal as well as based atop a user’s behaviour – plus therefore, very effective!
How for implement: Create a list associated with prospects that have completed on least one key action atop the website (for example, downloaded a piece associated with content) nevertheless have yet towards be entered towards the sales process . Create a personalized email, as well as invite them for a live demo. The live demo can be hosted by means of screen sharing atop Skype alternatively by means of a video chat.
When for send: Can be done atop a per lead basis, alternatively on top of a monthly basis.
13. Getting started email template
Example provided through Evernote
When you sign up towards Evernote, the first thing they do is send you an email towards download the product. This email works as it continues the conversation that started whenever a user visited the website plus signed up, towards now asking them for download that product. Is the email effective? Definitely! It’s helped Evernote generate more than 200 million users!
How towards implement: If someone signs up for your product, send an email for continue the conversation. Whether the new user has for install, download alternatively login, make the focus associated with the email clear, as well as use only one towards call towards action (like Evernote does).
When for send: Each time you get a new user
14. Thank you email template
Example provided through Unbounce
If you download a piece associated with content, alternatively complete an action on top of a website, a thank you email is a great way for connect together with your audience. At Unbounce, they send you a thank you email whenever you download a piece associated with content – within this case, a white paper. What works well because of Unbounce is the email is sent inside plain text, rather than a HTML designed email template. It looks authentic as well as feels genuine , that makes the reader feel valued.
How for implement: You can send this type associated with email outside by means of an auto-responder – at the time a visitor does this, we do that – alternatively you can send it manually. Start through thanking the reader, plus in case possible, include a direct link for the content, hence they can access it immediately. In addition for the thank you, you can in addition provide links for your resource page plus a link for your product page (just resembling Unbounce do).
When towards send: Each time someone completes an action belonging to your website
15. Survey email template
Example provided via Headspace
Although technically not a B2B email marketing email, it would be a crime not too include this Headspace survey email.
Headspace, the meditation app that has more than one million downloads, comforts the reader immediately accompanied by this survey email via opening up together with “Yes, it’s a survey. But not boring”. Most people assume surveys are boring. This statement makes it clear it won’t be, alternatively in least attempts for do so. To increase response rates, Headspace offers an incentive at which place participants can win a free 3 month subscription. And the focus belonging to the email is clear. White background, green call for action button.
How for implement: Setting up the survey is the difficult part. You can use Google surveys , that is free alternatively a paid tool, similar to Survey Monkey . Keep the survey short, just as no one likes towards spend more than 5-10 minutes atop a survey, for increase response rates. As due to the email itself, the focus is atop getting people for participate, therefore make it clear the thing that you want the reader towards do.
When towards send: Quarterly alternatively two times per year. The feedback you collect is pure gold!
16. Free trial email template
Example provided through User Testing
UserTesting.com lets you pay due to people towards test your website. Each time a new user signs up due to a free trial belonging to their service, you get this email. Two things stand outside inside this email that make it great; the first is that the email addresses whom uses their product, what emphasizes for what reason the reader should remain engaged together with their product as well as take the free trial, as well as second, the email provides resources for features, mobile testing plus how it works sections belonging to their website.
How for implement: Each time someone signs up because of receive a free trial associated with your service, thank them due to signing up plus provide supporting information as well as helpful links for keep them engaged until the free trial service begins.
When towards send: Each time someone signs up because of a free trial.
17. Referral email template
Example provided through Buffer
Congratulations, the free trial period is over.
So, now what?
Well, the thing that usually happens following a free trial is the communication takes one belonging to two paths; the first path is that the free trial user becomes a paying customer – Whoohoo!
The second path is that the free trial user doesn’t become a customer, plus therefore the communication comes for an end. However, which Buffer does really well is follow up together with the user plus ask because of a referral. The referral email keeps the conversation going, even asking because of input atop suggestions alternatively ideas for their product.
How towards implement: Create an automated email that is sent among 3-4 days following the free trial has ended for all trial users whose do not become paying customers plus ask due to a referral. In fact, the content belonging to the email can be the same in case the user becomes a customer alternatively not. Keep the email simple, focus atop getting a referral plus provided that possible, keep the conversation going.
When towards send: Send this email 3-4 days following the free trial has ended.
18. What’s new? email template
Email provided via Leadpages
The benefit associated with SaaS products is that your product will continue towards be improved, devoid of the customer having for install new versions associated with it. But, whilst you’re busy developing new code, testing new features alternatively rolling outwards Beta versions associated with a new product update, the majority belonging to your customers will remain unaware. This is the cause a “What’s new” email is therefore important!
Your customers want for know you have their best interests within mind. If you don’t communicate new updates for them, then they might not think you are doing anything in all. You can easily avoid this via sending an email each time you have something new towards share.
How towards implement: Anytime you roll outside a feature that impacts the user experience (like within the example above), communicate it through email. Ideally, you will communicate this BEFORE the update is rolled out, towards give your users a heads up, nevertheless communicating it on top of the same day works too. Just don’t delay it any further, just as any big changes that aren’t clearly explained will lead for a surge inside customer support tickets .
When towards send: Send this email for your customer database each time you launch a new product. feature alternatively improvement.
19. Upsell email template
Email provided via Buffer
We started this B2B email marketing list accompanied by Buffer, as well as similarly to they are the masters associated with email marketing, we’re using Buffer again. Most subscription businesses offer two forms associated with payment – monthly alternatively yearly. The benefit associated with annual payment because of the company is that it’s good due to cash flow. For the customer, an annual payment is usually rewarded accompanied by a discount. It’s one associated with those rare cases whenever everyone wins.
In this email originating from Buffer, they offer a 15% discount via switching for an annual plan – meaning I’d be saving $36. Not bad due to a single click. What makes this email template even better is that they offer the option towards cancel in any time.
How for implement: This email requires automation similarly to it’s based on top of behaviour as well as payment confirmation. If you’re a hyper-growth stage company, then you might want towards implement this previously their second monthly payment subscription is due, alternatively subsequent to their third monthly installment payment inside a row. Make sure you highlight the benefits associated with the cause someone should switch , plus make the process easy towards do once they click the CTA inside the email .
When for send: Each time a customer completes a specific number associated with monthly payments within a row.
20. Milestone celebration email template
Email provided via Trello
In this example, the company not only shared a significant company milestone, yet in addition gave customers information regarding new updates regarding their product.
Why is this a prime example associated with B2B marketing?
Because the email is equally beneficial (and important) for the customer just as well just as the company. The reason being that the customer is notified regarding new features alternatively product capabilities as well as the company is able for acknowledge a milestone that can bring regarding more brand credibility as well as recognition.
How towards implement: Check your company calendar alternatively check your data as well as numbers because of upcoming milestones plus create emails that automatically send outside whenever you reach new milestones
When for send: Whenever you reach a new company milestone.
21. Online events email template
Email provided through Zoom
What makes this type associated with email work is through helping boost interest within your product again.
Although the pandemic sparked the use associated with Zoom immensely within almost every single company, just as things have returned for normal – the application isn’t that high belonging to interest just as it once was. By highlighting events similar to think-tank classes alternatively tutorials via Zoom meetings the company can build more loyalty towards their product whenever customers are falling behind.
How towards implement: Plan a few events plus create emails highlighting each one, accompanied by a specific date due to automatic sending.
When towards send: A few weeks alternatively days prior towards the event.
22. Unsubscribe email template
Email provided through SendFox
Hey.. it happens, yet sometimes, people want for stop receiving emails originating from you. It could be that they’ve moved atop originating from wherever they were whenever they originally signed up alternatively that the topics are no longer belonging to interest. When someone requests towards unsubscribe, you have for honor it. Otherwise, you risk being fined via the GDPR .
The benefit associated with sending this email once someone unsubscribes is that it acts similarly to a confirmation. Far too many companies fail towards acknowledge their customers . By sending an email immediately subsequent to the person has unsubscribed, you’re informing them that their request for no longer receive emails has been confirmed (the emoji doesn’t hurt either, similarly to it’s inline together with their brand TOV).
How for implement: An unsubscribe feature is a standard, out-of-the-box solution within every email marketing software. Keep the copy short. You’re informing, not selling, here.
When towards send: Each time a subscriber opts outwards associated with email communication.
23. Cancel account email template
Email provided through Unbounce
The final part belonging to the customer journey is whenever a customer decides they no longer want towards do business accompanied by you.
The best thing you can do here is leave on top of a good note, hence at the time they do request towards cancel their account, make it easy similarly to possible; don’t make them jump via hoops. Honor the request, confirm through email plus focus atop manintaing a positive relationship .
How for implement: There’s no out-of-the-box solution because of this kind associated with email just as it’s typcially sent stemming from accounting/ billing department. However, just as long similarly to you have an email template ready towards use, it can be processed each time a customer downgrades alternatively cancels their account.
When towards send: Each time customer cancels their account accompanied by you.
The role associated with email similarly to a measurable, cost-effective marketing channel is clear.
Backed up via both professional opinion plus industry statistics, email has an important value because of businesses inside creating sales leads plus revenue, plus retaining customers.
So, provided that you’re one associated with the 59% associated with companies that do not use email marketing as well as you are looking because of inspiration on top of the thing that towards send for your subscribers, use one belonging to these 23 B2B email marketing examples for help you deliver engaging content towards your audience.