Email marketing? It’s been a trusty tool since the dawn of the digital age. While some might regard it as passé in a world dazzled by social media and chatbots, the truth couldn’t be further from that. Email marketing is akin to a classic novel that never loses its appeal, regardless of the era. So, let’s plunge into the riveting, data-driven universe of B2B email marketing.

According to Statista, as of 2021, there were 4.03 billion global email users. This figure is set to rise to 4.48 billion by 2024. What’s the takeaway here? It’s crystal clear – email isn’t a thing of the past! In fact, it is still a key weapon in any B2B marketer’s armoury. A report from the Content Marketing Institute states that a whopping 87% of B2B marketers consider email to be the most effective distribution channel.

Now that we’re singing from the same hymn sheet regarding the importance of email marketing, let’s discuss how to make it work for your B2B enterprise.


Nobody is a fan of receiving bland, mass-produced emails. Personalised emails generate transaction rates that are 6 times higher, according to Experian. Start by using the recipient’s name, but don’t rest on your laurels there. Tailor the content to their needs, interests, or past behaviour. For example, a SaaS firm can send an email with tips on maximising a recently purchased feature.


A study by Mailchimp revealed that segmented campaigns have 14.31% higher open rates and a massive 100.95% higher click-through rate than non-segmented campaigns. Group your contacts based on criteria like industry, company size, or engagement level to send targeted messages.

Content Quality

Quality of content is non-negotiable. Emails are an excellent channel for educating your potential customers. Use it to share your latest blog posts, whitepapers, or industry insights. A report from DemandGen shows that 47% of B2B buyers consume three to five pieces of content before engaging with a salesperson.


In the realm of email marketing, timing is crucial. A report from GetResponse reveals that Tuesday is the day with the highest email open and click-through rates. However, it’s essential to experiment and figure out what works best for your audience.


In 2021, 41.9% of emails were opened on mobile devices according to Litmus. Your emails must be responsive and look spiffing on any screen size. Keep your design straightforward, concise, and ensure your call to action (CTA) buttons are easy to tap on a mobile device.


A/B test various elements of your emails like subject lines, content, images, and send times to understand what receives the best response. Continuous testing allows you to refine your approach and increase engagement over time.


According to Scripted, 44% of salespeople throw in the towel after one follow-up. In B2B marketing, persistence is key. If a lead doesn’t respond to your first email, don’t hesitate to send a polite follow-up.

Measure and Optimise

Keep a keen eye on metrics like open rates, click-through rates, and conversion rates. These insights help you suss out what’s working and what’s not, enabling you to continually optimise your campaigns for improved results.

GDPR Compliance

It’s vital to ensure your email marketing is GDPR compliant. This means obtaining explicit consent from your contacts before sending them emails, among other things.

Humanise Your Brand

Remember, businesses don’t make decisions—people do. Show the human side of your brand. Storytelling, humour, and conversational tone can make your emails more engaging and relatable.

Despite the emergence of several new digital marketing channels, email marketing maintains its position as an effective and reliable tool in the B2B marketing mix. While implementing these best practices, always remember that the key to a successful B2B email marketing strategy is understanding your audience and delivering value consistently.

So, buckle up, roll up your sleeves, and let’s embark on a thrilling journey of crafting powerful email campaigns that don’t just educate, engage, and convert, but also forge lasting relationships. With a pinch of strategy, a dash of creativity, and a great deal of data-driven decisions, your B2B email marketing is set to be a resounding success! Managing Director - Chris Barnard

Chris Barnard has spent over 15 years delivering exceptional digital marketing performance for leading businesses in the UK, Europe and North America as an independent business consultant.

FeedbackFans provides a unique next-generation managed technology and marketing platform that delivers outstanding and outsized results for businesses in sectors such as finance, retail, leisure, and professional services.

With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive in the digital age.

Chris Barnard is Managing Director of FeedbackFans