B2B Email Marketing Best Practices Your Sales and Marketing Teams Should Follow

Not getting the results you want from your B2B email marketing strategy? Explore the latest email marketing best practices your teams should follow.
Reading Time: 9 minutes

Thousands of emails are sent every day. However, it takes a creative lead generation expert to write and send sales emails that convert prospects into leads and leads into customers.

While sending an email may be simple for a lot of people, using it as a lead generation tool is much more complex and requires a detailed strategy. By following the latest B2B email marketing best practices, your sales and marketing teams can build valuable relationships with business decision-makers.

Keep reading to learn the following:

What Is B2B Email Marketing?

B2B (business-to-business) email marketing is a lead generation tactic that prioritizes building relationships with business decision-makers until they’re ready to purchase. B2B email marketing can be considered both an inbound and outbound business growth strategy depending on how your sales and marketing teams use it.

What’s the Difference Between B2B and B2C Email Marketing?

In short, B2B email marketing targets decision-makers looking for solutions to various pain points for their company. On the other hand, B2C email marketing focuses on selling to individual buyers rather than company decision-makers.

There are four core differences between B2B and B2C email marketing:  

Your Potential Buyer’s Goals

B2B and B2C email marketing best practices differ based on the goals of the potential buyer. 

When considering a purchase, B2B customers are often focused on how a company can boost their ROI, how efficient the company is in its line of work, and the quality of its product or service solution. 

On the other hand, B2C buyers often prioritize getting high-quality products or services for a low price. Since B2C companies want their business to stand out among competitors, B2C email marketing efforts should be more fun and less formal while aligning with the current trends of the target audience to pique its interest.

The Buyer’s Motivation for Making a Purchase

What is a person’s or company’s motivation for wanting to make a purchase in the first place?

B2B marketers create email content to align with a decision-maker‘s motivation for making a purchase. This includes using logic and financial incentive to guide them toward the end of the sales funnel. What common business headaches does a B2B company address? How does it save its clients money? Highlighting these aspects could be what converts someone from a lead into a customer.

When it comes to B2C marketing, these customers are often driven by how a particular product or service makes them feel. Once the customer makes a purchase, they reflect on their decision and decide if it’s a financial investment they want to make again in the future. If it’s not, they’ll likely seek an alternative product or service that provides a better customer experience.

What Drives Potential Customers To Buy

B2B customers often want to learn more about a company before buying. This could include the company’s history, product or service offerings, years of experience, etc. Many B2B companies include sales enablement assets like brochures, infographics, and case studies in their email marketing efforts to showcase how their business has impacted the community and their industry.

While B2C customers appreciate education about a company, it isn’t one of the most important factors in their purchasing decision. As mentioned previously, B2C buyers are often motivated by their emotions and the price point aligning with their budget. 

The Number of People Involved in the Purchasing Decision

Lastly, one of the most significant differences between B2B and B2C email marketing is the process of making a purchasing decision. Before signing a contract, the B2B buying process often includes conversations with several decision-makers and influencers. However, the B2C buying process relies on the customer and only the customer.

Convincing strangers to give you 30 minutes of their time is a challenge. Download this cheat sheet and learn 10 tips you can implement to create more effective prospecting emails.

How To Write B2B Emails That Boost Response Rates

While anyone can write an email, there’s a lot to consider when writing sales emails, especially if you want the recipient to do something with the information you provided them. If you want to write B2B emails that get responses from potential buyers, it’s vital that your sales and marketing teams:

Write Compelling Email Subject Lines

The subject line is your potential buyer’s first impression of your company’s email marketing assets, so you need to capture their attention from the get-go. The recipient should know right away what the email is about from the subject line without even opening the email.

While you don’t want to bore the reader, you also don’t want to have a spam-like subject line to discredit your company as a reputable source. Additionally, the subject line must match the intent of the sales email content. These bad email components could present your company in a bad light. 

Here are a few subject line best practices to consider when writing sales emails:

  • Personalize subject lines for each potential buyer
  • Be descriptive in your subject line, yet quick and snappy
  • Keep it short while getting your point across
  • Limit your punctuation usage so you don’t overwhelm the reader

Make Email Copy Clear and Concise

You need to determine what you want readers to do with the email content you present them. Do you want to direct them to your company website? Sign up for a newsletter? Schedule a sales appointment

Whatever the goal of your B2B email, it must be clear to the reader what you want them to do with the information provided. Email marketing copy and content should be straight to the point. 

One study shows that the ideal length of email sales copy is between 50 and 125 words. Sales emails with this length often have a response rate of just over 50%, which is higher compared to longer or shorter emails. If you don’t get the email responses you want from your B2B marketing efforts, your copy may be too long, not catchy enough, or mismatched with the subject line

Share Content That Aligns With Your Target Market and Their Buyer Personas

Decision-makers receive sales emails all the time, so what can your sales and marketing teams do to stand out from other emails in a prospect’s inbox

One thing many sales emails lack is content that aligns with their target market and their buyer personas. Distributing emails with generic content about your company and the products or services you have to offer results in minimal or negative ROI. As your sales and marketing teams craft emails, they must consider your audience and highlight the products or services that align with its wants and needs.

For example, let’s say you’re an MSP that wants to secure more B2B sales appointments with businesses in the financial sector, like insurance companies and banking institutions. Rather than highlighting the wide variety of IT solutions your company offers, consider sending customized emails that resonate with businesses in the financial industry, like why a secure IT network is essential for companies that handle sensitive customer data. 

When you consider your target audience, their buyer personas, and their pain points, you have a greater opportunity to score high-converting sales appointments because you’re showing that you genuinely care about the success of their company and the safety of their customers.

Include a Call to Action in Each Sales Email

When a decision-maker reads an email, they should know exactly what to do with the information you’ve provided. And the only way for a reader to know what to do with the information is by including a call to action (CTA).

Putting a CTA at the end of an email encourages the reader to take the next step in the buyer’s journey. A CTA can point to a variety of directions; however, when writing a CTA at the end of an email, it’s important to consider what stage of the sales funnel the reader is in.

Here are a few ways you can implement CTAs based on a person’s stage in the buyer’s journey:

  • Top of Funnel: CTA directed to a blog, checklist, guide, or e-book
  • Mid-Funnel: CTA directed to a case study, testimonial, or service page
  • Bottom Funnel: CTA directed to a contact, scheduling, or landing page


CTAs that align with a potential customer’s stage in the buyer’s journey are essential because they encourage a smooth transition throughout the sales pipeline. For instance, if you use a CTA that’s too sales-focused when the lead is in the awareness stage, you could overwhelm them. If your CTAs are too relaxed when a lead is in the decision stage, you may extend their time in the sales funnel. 

Things To Consider When Implementing B2B Email Marketing Campaigns

Email marketing is more than crafting the perfect sales email and hitting send. If you want your campaigns to yield better results for the long haul, your sales and marketing teams should also consider:


Many sales and marketing teams are hesitant about email marketing automation because they fear it will take away the personalization of their sales emails. However, there are different tools your teams can use to segment leads and ensure they get the best emails for their industry, buyer persona, stage in the sales funnel, and more. 

A CRM platform is an excellent tool for email marketing automation and personalization because it can be designed to align with your company’s short- and long-term goals. Since prospect and customer account information is housed in CRM software, it’s easy to send leads the best emails based on their unique identifiers.

Big Data

Tracking and measuring big data is vital for any lead generation strategy, and email marketing is no different. Having a firm grasp on your email marketing data is essential. With it, your sales and marketing teams know how effective their lead generation efforts are and where they need to improve for an optimized business growth strategy.

Here are a few of the most significant email marketing data metrics your sales and marketing teams should be tracking consistently:

  • Open rate
  • Click-through rate
  • Bounce rate
  • List growth rate
  • Email sharing rate
  • Unsubscribe rate

Send Frequency

How often are you sending emails to prospects, leads, and customers? Once a week? A couple times a month? When implementing an email marketing campaign, it’s important to consider your audience’s engagement with your emails, which may take some trial and error.

Your sales and marketing teams may be sending emails too frequently if your email unsubscribe rate is higher than industry standards. Additionally, if you have too high of an unsubscribe rate, you risk hurting your sender reputation and getting your email address blacklisted. In other words, if your email address is blacklisted, it’s considered spam by all major email providers and will end up in email recipient junk folders. 

Once you understand the email cadence of your target market, you can keep them more engaged with your content. Consider following these email marketing frequency best practices:

  • Let email recipients know what they can expect from your email marketing campaigns 
  • Use email marketing as a way to build relationships on a routine basis
  • Automate your campaigns for more control over email frequency 

Key Takeaways

It takes a creative sales and marketing strategist to craft sales emails that result in a positive ROI. 

Many small businesses are too focused on their everyday operations and don’t have the time, money, or expertise to implement an email marketing strategy that yields long-term growth. When growing businesses can’t internalize their business growth efforts, they seek help from an outsourced sales and marketing company.

At Sapper Consulting, our outsourced email marketing experts specialize in outbound and inbound lead generation to give clients sustainable growth and a predictable sales pipeline. If you’re ready to enhance your email marketing strategy, contact the sales and marketing specialists at Sapper Consulting!

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About The Author

About Sapper Consulting

Sapper's sales prospecting team becomes a natural extension of your existing sales efforts, helping you find new leads that are a great fit for your business.

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