5 Types of Effective B2B Marketing Emails - OneIMS
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Approaching prospective clients can be a mammoth task in itself. Daunting as it might be, there are multiple marketing techniques you can successfully implement to generate leads. One solution to attract and nurture leads is through effective B2B email marketing.

When you are able to properly recognize and approach clients, you also need to have ways to nurture those clients afterward. Nurturing those leads, whether they are prospective clients or existing ones, is one piece of the process that can be solved through proper B2B email marketing. Nurturing, when ignored, can lead to the downfall of any business.

Discover the 5 types of effective B2B marketing emails to send to your leads and existing clients below.

5 Types of Effective B2B Marketing Emails

Email marketing in the B2B space is one of the most cost-effective marketing strategies that have the potential to yield excellent results. According to research, emails as marketing techniques have an ROI of a whopping 3800%, meaning for every $1 you spend, you get a return of $38.

Email marketing is one of the most fundamental strategies for B2B companies to connect with leads and foster meaningful client relationships.

Some of the main benefits that B2B email marketing can produce are itse:

  • Affordability
  • Fast and assured global reach
  • Better brand recognition
  • Access to performance metrics
  • Lead generation
  • Increased traffic to the website
  • Great return on investment
  • Impact on revenue generation

Once a subscriber gives you the permission for marketing emails to be sent to them, the next most important step is to send across the right kind of B2B email, depending on where the client stands on the buyer’s journey map.

The Welcome Email for B2B

This is the first impression your client is going to have of your business after they sign up for your mailing list.

The welcome email has a statistically higher open rate than any other kind of promotional emails in the B2B email marketing cycle. In fact, data shows that welcome emails have 91.43% open rates, and the read rates for such emails are 42% higher than general marketing emails.

Thus, it is prudent to make the best of this golden opportunity by taking the first step in fostering a strong bond with your client. Showing that you care, through a simple “thank you” or “welcome” will go a long way. It can also serve as a great promotional vehicle for your social media platforms or mobile app if you have one.


These b2b welcome email guidelines will help ensure a maximum response rate from your clients.

  • Send a welcome email immediately as the client subscribes to your mailing list, in real-time. Any delay and you would lose out on the small window of their attention span.
  • Introduce yourself (with name) to ensure human connection.
  • Insert a customary greeting message.
  • Introduce your company in brief and in terms that reflect exactly what you can do for the subscriber.
  • Guide them towards the best content on your website. This is the most crucial lead magnet, hence make sure you choose content that might interest your client based on where they stand in the buying cycle.
  • Initiate a specific call-to-action (CTA) that would encourage your client to engage with your business.
  • You can insert links to your social media sites or mobile applications (if any).

Company News Update Email

A company news announcement email is another great B2B email marketing strategy that can let customers know about exciting changes that are happening within your company, such as a product release or website reshuffling. This type of email offers a great opportunity to keep prospects and clients engaged.

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The following guidelines will help ensure that you are sending the correct type of news update at the correct time.

  • Send an announcement email only when you have some relevant information to share. Regular, repetitive announcement emails that really don’t add value to your customers in any way can easily cause a massive drop in open rates.
  • If you are targeting emails to get more eyes on your brand, share only the most engaging information that creates brand awareness and has a positive impact on your brand image.
  • Use newsletters, downloadable content, and promotions to move your leads down the marketing funnel and re-engage clients who haven’t converted in a while.
  • You can include a special offer for existing clients that you are not offering others.
  • This is the right place for providing a sneak peek into your new products or services.
  • Keep them invested in the email cycle by promising more new and exciting updates in the emails to come.

B2B White Paper Email

A white paper is an educational or informational document that is meant to act as a guide, offer a solution, or provide knowledge.

White papers offer a strategy for lead generation that is meant to improve SEO and increase brand awareness. For B2B marketers, producing white papers is considered one of the most high-value content marketing techniques your company can implement. Gated white paper contents such as blogs, infographics, case studies, eBooks and webinars can help brands gather helpful data about their prospects as well.

Furthermore, using white papers in your b2b email marketing strategy allows you to deliver educational content that helps you stand out as a thought leader in the industry and keeps your brand at the top of your reader’s mind.


You can use the following guidelines to ensure maximum lead generation through gated white paper emails.

  • Every time your firm launches a new white paper or guide, announce the launch to your list of subscribers.
  • Keep the email short and benefit-driven. You don’t want to beat around the bush when it comes to convincing your subscriber to take any action.
  • For prospects in the consideration stage, adding content like links to webinars, software downloads, and case studies in these emails is a great marketing strategy that helps further engage.
  • Aim powerful offers like free consultations, product demos, and free trials through emails only at prospects in the decision-making stage of the marketing funnel.
  • Don’t forget to include a call to action (CTA) in your white paper emails to give your readers direction. The CTA can be for downloading an e-book or attending a webinar.

Curated Content Email

Building an organic b2b email marketing list and getting people to share their contact details or signing up for newsletters takes years of trust-building and credibility as a brand. Transforming a subscriber into a client is even harder work.

When new subscribers come on board, what they expect from you is value. They will only move further along in their decision-making process if they are convinced that your brand can deliver valuable, insightful content that will benefit them.

And this content needs to be curated. For example, let’s say you are selling front-end software. When sending out emails, you should deliver leads and clients content that is tailored to them. As an example, your client who is a large-scale factory owner should be receiving different types of content than your prospect who is a small business owner. By providing them different types of content, you’re giving them specifically what they are looking for. This will leave them with a favorable impression of your brand and will help them realize that you are the right business to help them with their software needs.


The following guidelines can help you provide the most value to your followers while building trust.

  • Maintain a steady content pipeline. Being inconsistent with your curated content email makes it less likely that the recipient would find you a dependable source of information.
  • Follow a consistent content strategy. Make sure you are writing about something tried and tested that the audience is interested in.
  • Create a list of relevant sources such as your partners, news outlets, trade publications as well as other companies in your industry, which you can tap for high-quality content.
  • Come up with original ideas and curate content from credible sources. Do not rely too heavily on re-sharing existing articles.
  • Personalize your content. This ensures that you can’t be easily replaced as a unique source of information and a thought leader in your industry.
  • Do not share the same content in a recurring manner. This badly affects the impression your dedicated readers have of your business.
  • Give credit to appreciate your sources.

Re-engagement B2B Email Marketing

Despite your best efforts, chances are every time you build a new B2B email marketing campaign, a large number of contacts in your email list are no longer interested in hearing from you due to many different reasons.

You can track this through a noticeable drop in open rates and response rates. This is a crucial point in your client relationship. The re-engagement email you send to the inactive users at this point can essentially make or break your contact.

The engagement B2B email, if written the right way, can be a great way of restarting the conversation and reminding the user of the value of your services and products.

The re-engagement B2B email, if written the right way, can be a great way of restarting the conversation and reminding the user of the value of your services and products. Share on X


The following guidelines can be useful in winning back potentially lost customers.

  • Create a list of email subscribers who have not opened or responded to an email in the last 6-12 months.
  • Use an effective subject title that grabs their attention.
  • Introduce yourself (with name) and acknowledge their absence. Don’t harp too much on emotional taglines.
  • Add a line or two to remind them why they signed up in the first place.
  • Express your concern regarding their absence while also suggesting that there is something worthwhile to come back for. Keep it short.
  • Offer an exciting deal or point them to some engaging content on your website.
  • Send these kinds of emails no more than 2-3 times per year.

Get Started on Creating Effective Marketing Email Campaigns Today

Email is an immeasurably cost-effective marketing channel that is extremely flexible and customizable to the user’s needs. If used appropriately, in accordance with the above-mentioned guidelines, B2B email marketing can do wonders for your brand – from lead generation to revenue production.

Get started on your next email marketing experts today! For more information on creating effective B2B marketing emails, contact our experts at OneIMS today.


Written By Samuel Thimothy

As the Chief Growth Officer, I provide leadership, direction and resource stewardship to the organization’s sales and marketing function. I also collaborate with our digital marketing strategy team in developing and executing growth marketing campaigns for our loyal clients.

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