B2B Communications: Are you Neglecting your Email Marketing Strategy?

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It’s estimated that 347.3 billion emails are sent every day around the world. Having an effective email strategy relevant to your business, your target audience and potential customers is crucial to ensure your email stands out.

It can be difficult to create an effective B2B email strategy, as with B2B communications, you need to consider that you are promoting yourself and your product or service to multiple people within a company rather than one individual person.

Many B2B businesses can underestimate the power of email marketing. Despite common misconceptions, email marketing is not just for e-commerce businesses targeting consumers. While it can be difficult to crack, implementing an effective B2B email strategy can be an effective tool to nurture leads and generate revenue.

What is B2B Email Marketing?

B2B email marketing refers to the use of email as a marketing tool to target and communicate with other businesses. In this context, businesses create and send emails to other businesses to promote their products or services, build relationships, and drive revenue.

B2B Email Strategies

Effective B2B email strategies can be hindered by various factors, including time constraints, lack of resources, and uncertainty about return on investment.

Creating compelling and personalised email campaigns requires investment to research target audiences, create engaging content, and analyse data for continuous improvement. Limited resources, both in terms of manpower and technological tools, can restrict the execution of an effective B2B email strategy.

💡 But don’t worry, you can quickly and easily improve your B2B email strategy by implementing some of the following strategies.


Personalisation is a highly effective B2B email strategy. It has the ability to create strong connections with your target audience, but it is important to note that personalisation is not just adding someone’s name within your email subject lines.

While sending email blasts is a cost-effective strategy because it requires less manpower, it is crucial to be smart about the email content so it feels personal to the receiver. Tailoring content to individual users encourages engagement, and is much more likely to grab someone’s attention within the sea of business emails they will receive daily.

By addressing specific pain points, interests, and industry nuances, personalised emails resonate with the person on the other side of the screen. This strategy not only enhances the overall customer experience but also boosts your credibility as it shows a genuine understanding of your user’s wants and needs.


Email segmentation allows you to split your customers into groups, and tailor your message to different audiences based on specific characteristics.

These segments could be created by demographic data, behavioural data, interests, or mailing list entry points. Essentially, the more data you collect from your customers, the more intelligent your segmentation strategy can be.

By segmenting users by factors like industry, job role, or location, you can deliver more targeted and relevant content. This approach ensures that your email content will align with the unique needs and interests of each segment, maximising the chances of grabbing their attention and encouraging engagement and conversions.

Additionally, segmentation boosts email deliverability rates, as messages are more likely to reach the right audience and avoid being marked as spam.


If you’re not utilising automation in your B2B email strategy, I hate to break it to you, but you are falling behind more than half of B2B marketers.

A huge 64% of B2B marketers say that they use automation in their email marketing strategy. Automation can seem daunting, but email automation essentially allows you to send the right email, to the right person, at the right time.

HubSpot has defined email automation as ‘predefined rules to send personalised email messages based on the specific actions a customer takes or doesn’t take.’

For example, you could set up an automation workflow for customers who have just signed up for an event. They may receive an automated confirmation email from your business with additional event information.

Automation not only provides a personalised experience for your customers, but it allows you to save time and resources. Automating tedious, time-consuming tasks, such as pulling together email lists or sending generic messages, allows your team to concentrate on more demanding tasks – like building genuine connections with your clients.


Data-driven marketing takes out the guesswork, enhancing return on investment and enabling you to adapt your B2B strategy based on facts and figures.

It’s not enough to just send emails, you must track their success. Deciding on which email metrics are important to you and your business is a key part of creating an effective B2B email strategy.

Keeping a close eye on your email analytics and tracking relevant metrics, such as opens, clicks, conversions, and unsubscribes, allows you to gain valuable insights into the way your mailing list engages with your campaigns.

Tracking these metrics ensures you know what’s working and what isn’t, and allows you to optimise future campaigns accordingly.

Marketing Apprenticeships

So, now you know how to create an effective B2B email strategy you must be asking yourself who is going to implement it?

You have two options: hire someone new to take that responsibility, or pass the responsibility to an existing member of your marketing team.

A Marketing apprenticeship is a great option for training new talent or upskilling an existing team member. Both our Level 3 Multi-Channel Marketer and Level 3 Content Creator programmes cover how to successfully plan, create, and deliver successful email campaigns that drive results.

Get in touch with our friendly team using the form below to find out more about how a marketing apprentice can benefit your business.

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