Create a B2B email marketing strategy

Business Benefits

Get started with email marketing and attain your channel objectives.


Create a prioritized list of goals for your B2B email marketing, with specific and achievable targets, and organize them by their importance to your business.

Common goals include:

  • Increase brand visibility
  • Drive sales and revenue
  • Increase website traffic
  • Increase brand loyalty
  • Engage with new potential customers.

For example, you may have just launched a website and would like to get more traffic to it, so you set a target of a number of visitors per week and prioritize it over increasing brand loyalty.

Look at your own and competitors’ current customers to identify your target customers and determine what common traits they share.

Look for traits like:

  • Industry
  • Contact’s role (are you targeting managers, developers, marketers?)
  • Size
  • Location
  • Job function.

Use the customer data to create actionable insights about the benefits you should highlight and the most effective ways to build your B2B mailing list.

Common channels are:

  • Social media,
  • Onsite pop-ups and
  • PPC advertising.

For example, if your customers are startup businesses technology business you may wish to highlight the cost-saving benefit of your particular product or service and focus your list building efforts in social media groups that are startup or technology focused.

Develop an offer or lead magnet to drive email signups through social media marketing, onsite data capture and any other channel you are targeting for new subscribers.

The offer should be valuable enough for your target market to want to sign up to hear more from you. For example, offering a 10% discount when a customer subscribes.

Segment your list based on buyer personas, so you can promote specific content that is relevant to them.

Each segment should reflect a shared traitor that you can use to create more personalized offers and messaging. Use your users’:

  • Industry type
  • Location
  • Past actions
  • Contact person’s job title
  • Past buyer behavior
  • Business area
  • Industry pain point
  • Revenue or business focus.

For example, you may segment based on location and send location-specific offers to that segment.

Develop tailored messaging and offers for each segment based on the benefit or product type that’s most relevant to them.

The more targeted the content of an email, the higher the open rates and click-through rates will tend to be. This results in a better sender reputation as most inboxes prioritize user engagement and action (like opening, clicking, forwarding) when deciding on your sender reputation and inbox placement. For example, one of your segments might be Fortune 500 companies and your messaging would reflect the most relevant product to them and focus on the benefits of such a product to large organizations

Create an email marketing promotional calendar that lists upcoming sale events and holidays and includes information on who you are targeting, frequency of communications, and with which content or offer.

For example, often ecommerce email marketing calendars are based around sales events like Christmas, Black Friday, public holidays, and product launches. Bur you can choose to have weekly content (newsletters) or sales-focused emails to drive revenue and traffic outside sales events. Most B2B marketers send 2-5 emails per week to various segments.

Design your email templates based on your brand, your audience analysis and promotional needs.

  • Either use different templates for each segment or use a master template and change the content and offers for each segment.
  • When deciding on your template and layout, look at what competitors are doing or find a brand you’d like to emulate and base your design on theirs.
  • Your email marketing platform will have a selection of pre-built templates. Use one of these as a guide and adjusting as your brand and needs require.

Monitor email performance by tracking open rate, click-through rate, revenue, unsubscribe rate and bounce rate.

Use insights from this tracking to adjust your email marketing strategy for better outcomes. For example, you may see you have a high unsubscribe rate (anything over 0.3%) and adjust the frequency of your emails or segment further to provide more relevant content and offers.