B2B marketing, also known as business-to-business marketing, is a strategy that businesses use to promote and sell their products to other businesses. Unlike traditional marketing, where the focus is on reaching individual customers, B2B marketing focuses on other commercial entities.
If you are a company that wants to reach other companies for business and sales opportunities, B2B email marketing is one of the best strategies you can leverage. In fact, over 80% of B2B marketers say that their most-used form of content marketing is email.
Email marketing is low-cost, immediate, and allows for personalized campaigns that are more likely to catch the recipient’s attention. A single email can open the door for a fruitful business partnership, so learning as much as you can about how to write one will enhance your marketing strategies.
Sometimes, learning from examples is the best way to understand. Let’s take a look at three B2B email examples that can guide you on creating your own email campaigns:
Lead Generating Email
Subject: Boost Your Sales With Our Cutting-Edge CRM Solution
Hi [Recipient’s Name],
I recently came across your company and noticed that you’re in the market for an efficient CRM program. The right one can streamline your sales process and drive revenue growth.
At [Company], we specialize in providing cutting-edge CRM software, tailored to the unique needs of businesses like yours. Our solution offers advanced features, such as lead management, sales tracking, automated follow-ups, and more. It has everything you need to help your sales team close deals faster and more effectively.
We’d love to offer you a personalized demo. This will showcase how our CRM solution can enhance your sales efforts and accelerate your business growth. Just let us know a convenient time for a quick call, and we’ll be happy to arrange it. You can reply to this email or call us at [Phone Number].
Looking forward to hearing from you!
Best regards,
[Name]
[Title]
[Company]
[Website/Social Media Handles]
Why It Works
This is called a “lead generating email.” The purpose of such an email is to capture the interest of a potential customer by offering a solution to a problem.
Anyone who has worked in sales understands that, to generate a lead, you must identify the customer’s problem and then offer a solution. In the above example, this all starts with the subject line. The subject line is designed to capture the recipient’s attention, because it mentions boosting sales and using a cutting-edge CRM solution.
The email then gets straight to the point, and mentions why the company is reaching out. It points out the problem the recipient has, and then presents the solution. The rest of the email expands on how the solution fits the recipient’s needs, and then ends with a call-to-action that encourages further communication.
When it comes to B2B cold emails, especially those involving sales, it’s important that you keep it short and to the point. Assuming that you’ve never had contact with the recipient before and they are not expecting your email, you must be as concise as possible.
Product Announcement Email
Subject: Introducing Our Latest Product: Cloud-Based Collaboration
Hi [Recipient’s Name],
I hope you’re enjoying a productive week. I want to share exciting news with you. We’re thrilled to finally announce the launch of our latest product, [Product Name], a revolutionary, cloud-based collaboration tool designed to transform how teams work together.
With [Product Name], teams can collaborate seamlessly, regardless of their location or time zone. It offers real-time document sharing, task management, and integrated communication tools, enabling your team members to stay connected and boost productivity like never before.
As a valued investor, you should know: we made sure to announce [Product Name] once we knew it would bring significant value to your organization.
To learn more about the features and benefits of [Product Name], please visit our website [Website] or reach out to our team at [Phone Number] for a personalized consultation.
Thank you so much for backing our project and believing in us! We look forward to helping you revolutionize your team’s collaboration experience.
Best regards,
[Name]
[Title]
[Company]
[Website/Social Media Handles]
Why It Works
This is a “product announcement email.” Unlike the first one, it’s not a cold email, so the tone is a little friendlier. This email works because it successfully informs the recipient about the product launch, but it also uses an appropriate tone to convey its message.
Because the sender has a pre-established relationship with the recipient, the email was a little longer and approached communicating the launch by talking about how much the recipient is valued and how excited they are to continue working together.
Event Invitation Email
Subject: Join Us at the Annual Industry Summit: Exclusive Networking and Insights Await
Hello [Recipient’s Name],
We hope this email finds you well. We’re excited to invite you to the annual Industry Summit, the most anticipated event in our industry, taking place on [Event Date] at [Event Venue].
The Industry Summit brings together industry leaders, experts, and innovators like yourself for two days of networking, knowledge sharing, and valuable insights. With engaging keynote presentations, panel discussions, and interactive workshops, you’ll gain valuable industry insights and have the opportunity to connect with peers and potential partners.
As a valued member of our industry, we believe your presence at the summit would be highly beneficial. You’ll have the chance to engage in meaningful conversations, forge new business relationships, and stay ahead of industry trends.
To secure your spot, just visit our event registration page at [Event Registration Link]. As a special gesture, we’d like to offer you an exclusive discount of 15% off the registration fee. Just use the promo code [Promo Code] during checkout.
Don’t miss this opportunity to connect with industry leaders and gain valuable insights to propel your business forward. Register today and mark your calendar for an unforgettable event!
If you have any questions or need further information, feel free to reach out to our event team at [Phone Number] or [Email Address].
Looking forward to seeing you at the Industry Summit!
Kind regards,
[Name]
[Title]
[Company]
[Website/Social Media Handles]
Why It Works
The above email is an invitation to an industry event. It works because it contains all the information the recipient needs to know about the event, how to register, and how they can benefit from attending. When it comes to email like this, where the benefits are all intangible (as in, there is no product to directly benefit from), it’s important to spend a lot of time explaining the benefits. If this email example were short, like the first one, it wouldn’t capture the importance of the event or highlight all the benefits accurately.
How to Write B2B Emails: Tip & Best Practices
Here are extra tips that will help you write your B2B email:
- Define your objective: Determine the purpose of your email. Are you aiming to generate leads, promote a new product, nurture existing relationships, or request a meeting? Clarifying your objective will help shape the content and structure of your email.
- Identify your target audience: Understand who you are addressing in the email. Research their industry, role, and preferences. This knowledge will help you tailor a message that resonates with their specific needs and interests.
- Use a compelling subject line: The subject line is crucial in grabbing the recipient’s attention and encouraging them to open the email. Make it concise, intriguing, and relevant to the recipient’s interests. Personalization and a sense of urgency or benefit can be effective strategies.
- Start with a strong opening: Begin the email with a clear and engaging introduction. State the purpose of the email upfront and highlight the value or benefit you are offering. Consider addressing a pain point or providing a solution to capture the recipient’s interest from the start.
- Personalize the content: Customize the email to make it relevant and personalized to the recipient. Use their name, mention their company, and refer to any previous interactions or shared interests. Personalization demonstrates that you have taken the time to understand their specific needs, and it increases the chances of engagement.
- Focus on benefits and value: Emphasize the benefits or value proposition of your product or service. Explain how it can solve their challenges, improve their operations, save them time or money, or help them achieve their goals. Highlight the unique selling points and competitive advantages that set your offering apart from others in the market.
- Use concise and clear language: Keep your email concise and easy to read. Avoid jargon or technical language, unless it is necessary and relevant to the recipient’s industry.
- Include a strong call-to-action: Clearly state what action you want the recipient to take after reading the email. Whether it’s scheduling a call, downloading a resource, signing up for a webinar, or requesting a demo, make the call-to-action prominent and compelling.
- Add a professional closing: Conclude the email by thanking the recipient for their time and consideration. Provide your contact information – including your name, title, phone number, website, and social media links – to make it easy for them to reach out or explore further.
