Types Of Email Marketing To Capture B2B Clients

Types Of Email Marketing To Capture B2B Clients

When it comes to Busing to Business (B2B) Marketing, email is still considered as one of the best and quickest channels of communication that helps in sending & receiving important data & information. Different types of Email Marketing campaigns can help you reach your target business and convert them as your partner.

About B2B(Business 2 Business) Marketing

It’s easy to think of memorable campaigns of successful B2C marketing that get the most attention to think about Super Bowl ads. It is difficult to think B2B examples that get people talking, why is that? Perhaps it’s a myth that creativity has no place in this business. But that perception is going to change by the end of the post.

B2B marketing is similar to B2B in general, both connect to clients/consumers in an effort to build profitable relationships, but there are key differences especially on Digital platforms.

When coming to B2B we can use industry jargon for excellent effect. It is driven with expertise and efficiency, their purchase process tends to be logical and rational.

Highly detailed and lengthy content is required. The clients in B2B marketing sustain the longer distance if once the business is started. Hence the strategies should also be effective or at least prop up the lead into a prospect first.

Types of Email Marketing Campaigns for B2B

Rather than immediate sales, B2B Email campaigns focus on customer retention or prospecting via lead generation. For lead generation, 87% of b2b marketers use different types of email marketing and have 40 times more revenue than other social media. In terms of investment, the Direct Marketing Association(DMA) found that b2b marketers are getting 40$ return for every 1$ spent.

Curated Email Content

Consumers/Clients provide their contact details by believing that they will come to know what is in it for them. It’s totally our responsibility to reach their expectations and deliver them good content. Whatever be the Industry, we can do this by curated email content, by sharing interesting information.

This gives you a chance to maintain a healthy relationship and not always self-promoted. Depending on curated content, you can send these kinds of emails weekly or monthly basis.

Company Announcement Email

Usually, when there is news/worthy content about the company it is valuable for clients to know. According to research done by Chadwick Martin Bailey, 26% of B2B subscribers sign-up because they want to know about the company.

So whenever we had news to share such as Award wins, product launches, new pricing options, you should tell your subscribers about this. One can either tell by writing the whole story in the Email or by providing a link which takes the subscriber to the landing page.

New Article or Video Email

If a company writes any new article on its website, they can copy-paste it on email or provide the link of their article in the email and send to its subscribers and clients. This can be done whenever you post a new article.

If a company is manufacturing some products they can make a video of how their products are manufactured and send to subscribers. This is one of the important Email Marketing Types which ensure that transparency is maintained. You can send these types of emails in Email Marketing monthly once to engage with the audience.

Inactive Email

As we have subscribers who do not open emails, we should keep an eye on those people and have to send emails to them with content like,

What is the company and What does it do?
How it is top in the Market?
A link that gives information about you?
Invite to start a business with them for the growth of both?
These inactive emails can be sent 3 times a year ideally, but the number can increase or decrease according to the company.

The campaign, Event, and Webinar

Email is the tool where we can promote any of the company to its audience, whether it’s any digital marketing campaign, Event or a webinar. We can write an email to our Clients informing them, we are going to conduct so and so campaign. By this, it can get new clients.

When a company wants to plan an event that is time-consuming and expensive, email is a great way to invite its clients to their Events. By writing a mail regarding the type of event, venue, time and why attendees should join the event, you will increase the chances of converting the client.

Webinars are the best places we can reach clients to showcase our services, products, and topics that we have the knowledge to make the session interactive and gain virtual attendees. We can inform our clients about webinars and give them the link to join webinars through email.

Thank you, Survey, Case Study Emails

Thank you mails can be sent through auto-responder when some action is done on the company website or a deal is done. In addition to thanking you, one can send links to the resource page and product page. It makes the reader or client valued.

Survey emails are difficult for the part that we can do by google surveys. Choosing free or paid surveys it’s up to the company. But one thing that the survey should not be lengthy, the email should be short and clear. The survey mails can be sent quarterly or two times a year. It’s Important because feedback always gives the chance for improvisation.

If you want your clients to know what exactly they can benefit from your products or services, case studies are the best ways. Send case studies or provide a link in the email to the client list and add about other client testimonials, revenue growth. They always look genuine. Target your audience to whom you are sending mails by location, industry, job role, etc.


All the aforestated types of Email Marketing campaigns for B2B are measurable, cost-effective and result-driven. Have a look at these Email Campaign Templates & create the best ones for yourself.

By Statistics, email marketing for B2B has important value in creating sales leads, revenue and retaining customers. For sending well-targeted emails to your B2B clients, you can build a client base and establish a connection with them.

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