Even in the age of social media, email marketing remains a top performer for B2B businesses. These six B2B brands provide examples of smart email strategies that startups and small businesses can emulate.
1. Use seasonal storytelling and humor
Greetabl, which offers unique gifts for clients and employees, uses seasonal storytelling and playful humor to make its email marketing engaging and memorable. During Halloween, for example, the brand sent an email with a lighthearted joke and invited subscribers to share their own for a chance to win a gift.
In addition, the company frames emails around relatable, real-life scenarios, such as asking, “Have you found the perfect client gift?” This storytelling tactic positions Greetabl’s offerings as thoughtful solutions for meaningful moments, connecting with subscribers on an emotional level.
2. Combine promos with educational content
Darby Dental Supply, a provider of dental equipment and office supplies, leverages emails to keep dental practices informed and engaged. Campaigns highlight new products, exclusive discounts, and limited-time offers.
The brand also includes educational content, like clinical tips and best practices tailored to dental professionals. Its goal is to make every email useful, whether it’s a product, a discount, or advice.
3. Use content to nurture your community
Circle, a platform for creating online communities, implements email campaigns to educate, inform, and engage its audience rather than simply pushing sales. In many cases, they include tutorials, case studies, curated tips, and highlights from popular discussions.
By combining relevant recommendations with actionable insights, Uline keeps customers engaged and helps them find solutions that ultimately make their operations more efficient.
Additionally, the company segments its email lists based on user behavior and interests, ensuring content is relevant and timely. For example, new members receive onboarding series, inactive users get re-engagement messages, and specific groups are notified about discussions or events that match their interests.
4. Convey product value clearly
Figma, a collaborative design platform, relies on emails to highlight product updates, tips, and use cases that showcase the platform’s value. Each email is clear, concise, and focused on helping users get the most out of the product, which drives engagement and retention.
Beyond product updates, Figma also experiments with subject lines, visuals, and layout to optimize engagement.
5. Offer actionable tips
WebstaurantStore, a leading supplier of restaurant equipment, supplies, and smallwares, aims to actually help its customers through valuable, advice-driven emails. Their campaigns feature guides that help restaurant owners optimize operations, from kitchen efficiency to inventory management.
The brand’s emails aren’t just about selling products. They’re about helping customers run their restaurants more efficiently.
6. Leverage product recommendations to drive engagement
Uline, a mid-sized B2B supplier of shipping, packaging, and industrial products, leverages emails to showcase relevant products and solutions to its customers. The company also pairs product suggestions with helpful tips, seasonal reminders, and promotions, providing value beyond simple product pushes.
By combining relevant recommendations with actionable insights, Uline keeps customers engaged and helps them find solutions that ultimately make their operations more efficient.
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