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    Email Marketing 101: What Your B2B Firm Needs to Know

    Are you using email marketing to promote your B2B sales company? If not, you could be missing out on a whole host of benefits. Sending regular emails to your list is a great way to keep in touch, stay top of mind, and provide tons of value. In turn, this can lead to higher sales and an increased level of customer satisfaction. Here are a few things your B2B firm needs to know about email marketing.

    Email Marketing is Still Effective in a B2B Environment

    One of the biggest misconceptions is that B2B sales companies don’t need email marketing. The truth is that sending regular and consistent emails to a group of customers and leads is an excellent way to stay on their radar. The next time they need the product or service you provide and a regularly scheduled email comes through, they’ll know to contact you. It’s as simple as that.

    Understanding the Needs of Your Customer is Essential

    This probably sounds simple enough for every angle of your sales business. However, understanding the needs of your customer is one of the most essential things you need for success with email marketing. Craft your message around their goals and desires, focusing on various aspects like what is most important in their industry or how your business can help fulfill any issues they are having. In the end, this helps position you as a knowledgeable expert that they can trust for solutions.

    Title and Subject Line are Critical

    Your clients are busy people. That’s why it is so important to have an exciting title and subject line for the emails that you send out. If they can easily tell from their inbox that you’re offering valuable information, they are much more likely to open the message up. In addition, pay attention to your open rates after you’ve sent an email out, which can give you insight on what is working and what isn’t when it comes to subject lines.

    Curate Content Carefully

    The content that you send out as part of your B2B email marketing campaign needs to be curated carefully. This means that you should choose topics that provide value and interest to your target market, not just try to sell a product each time. Recipients in a business-to-business environment are much more likely to forward and share industry information that they find helpful or exciting, so keep that in mind when deciding what to write.

    Choose an ESP That Suits Your Needs

    Of course, you need a way to allow customers to sign up to your list and deliver emails as scheduled. There are tons of email service providers (ESPs) that offer a whole host of benefits depending on the size of your list, send frequency, and data analytics needs. Choose one that closely aligns with your goals and budget.


    Email marketing is an excellent way to promote your B2B firm and stay top of mind with your target audience. Consistency and excellently curated content are key to your success, paying close attention to subject lines and open rates. If you can master these things, you can help build a strong relationship with customers and leads.

    Has your company used email marketing for your B2B firm in the past? What were the results? If this isn’t something you’ve used as a strategy before, why not? Please feel free to share your experience with us in the comments below.

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    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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