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50 Incredible Examples of B2B Email Marketing

50 Incredible Examples of B2B Email Marketing

Email marketing is undoubtedly one of the most important marketing channels for any B2B company. According to a study by SuperOffice, 87 percent of B2B companies use email marketing to generate leads. And 31 percent of B2B email marketers cite email marketing as the channel that makes the most significant impact on revenue. In fact, the Direct Marketing Association found that email marketing delivers a $40 return for every $1 spent.

However, organizations that get B2B email marketing wrong will find it difficult to achieve this level of success and ROI. With an estimated 100 billion business emails being sent every day, it can be hard-fought to capture and keep the attention of busy professionals, so it’s essential to make sure that the emails you send stand out from all the others in their inboxes.

To help you craft the kind of emails that break through the B2B marketing email clutter, here’s our curated list of 50 winning examples to help inspire your campaigns.

1. Buffer’s Welcome Email

In Buffer’s first email to users after they sign up to the platform, they do an awesome job of setting the tone for the kind of personable relationship they hope to build with their new users. As well as suggesting their browser extension as an easy way to use the tool, they make it crystal clear that users can reach out to them anytime, about anything — even if it’s just to say “hello”.

2. Asana’s Services Email

In this email, Asana encourages people to get control of their to-do lists by inviting their clients to start a new task on their project management platform. This brief example also shows that a B2B email can be part of either a welcome or re-activation email.

3. Atlassian’s New Features Email

This well-designed new services announcement email from Atlassian introduces all the new things that the company is rolling out. The white background allows for the blue call-to-action buttons to stand out, and simple, short descriptions tell their clients what each new feature offers and how it will benefit them.

4. CampaignMonitor’s Getting Started Email

This example from CampaignMonitor was sent to clients as a reminder to use their email template builder. Although there are many examples like this, the key to success using these types of emails lies within monitoring your clients’ behaviors and offering them solutions preemptiveley.

5. eROI’s Company Values Email

eROI’s “Dare To Be Kind” email focuses less on sales and more on branding, while building greater trust with their clients. It reminds their clients about what they stand for and inspires them to join their movement to drive “emails that are kinder, more diligent, and filled with greater inspiration.”

6. Yesler’s Email Newsletter

Yesler’s email newsletter perfectly showcases how these emails should be done. The one-column design and clear sections organized by topic make it easy to navigate. And while there are several pieces of content included, they’re all centered around one subject.

7. Meltwater’s End of the Year Email

The end of the year is an ideal time to make a lasting impression on your clients’ inboxes, and keep them hooked well into the new year. This B2B email from Meltwater is a perfect example of how an end-of-the-year email should be done. The intro offers a look back at some of the company’s accomplishments during the year, and a few linked content marketing pieces serve as valuable tools that clients can use for their end-of-year reporting.

8. Moo’s GIF Email

GIFs may be popular in the B2C sector, but B2B organizations can use these animations in their communications as well, and Moo is one company that has successfully done so. In this email, they use a GIF to add some extra excitement and intrigue to one of their products.

9. Freelancer’s Options Email

This B2B email from Freelancer was sent to business clients, and it lists all the services that the freelancers on their platform can help with. This showcases the depth of services that businesses can hire for on Freelancer, and the ability to post a project for free can also drive further interest.

10. Mint’s Update Email

B2B emails can be used to remind clients about an important service, piece of information, or stastic they could receive from you. In this example, Mint is using email to remind their clients to check their credit score, using minimal content and graphics that align with the email subject.

11. Litmus’s Event Announcement Email

Taking into account that Litmus is an email design company, the email announcement for their 2016 The Email Design Conference certainly did not disappoint. In an effort to increase engagement around the event, Litmus kept the third city in its line-up a secret. Once it had reached 500 shares (via tweets using #TEDC16, email forwards, and discussion comments), the company revealed the surprise city on that announcement email. Recipients could track shares on the email itself and the third city was announced when the 500 mark was reached. This is an awesome example of impeccable email design and innovation paired with effective social engagement.

12. Lumi’s Blogs List Email

The focus of this email from Lumi is clear: to promote the company’s latest blog posts. This simple strategy can be a highly effective one when done right, and Lumi has got it down to a tee. Here, click-worthy titles and well-chosen images that stick to a matching color theme pair well with impactful CTAs that link to each blog.

13. MailChimp’s Product Upgrade Email

In this product upgrade announcement email, although there’s a short paragraph included, MailChimp let a graphic featuring its Pro features on mobile do most of the talking. This example shows just how powerful a well-designed graphic can be in a B2B marketing email.

14. Mutual of Omaha’s Holiday Greetings Email

Major holidays and observances present a great and timely opportunity for B2B companies to connect with their audiences. When doing this, however, be sure to refrain from adding any kind of marketing or sales speak — your focus for this email should be on relationship building. This example from Mutual of Omaha perfectly showcases how these emails should be done.

15. Salesforce’s Blog Highlights Email

Unlike Lumi’s blog email, which includes images for each blog post, this one from Salesforce focuses on one main image at the top and puts a big focus on its blog titles in the rest of the email. It’s another awesome example of how your business could format an email featuring a few of your most recent or popular blogs.

16. Shopify’s Mixed Topics Email

From calling for businesses to share their story to highlighting a number of their solutions, there’s a lot going on in this B2B email from Shopify. However, although the email might seem a little busy at first glance, Shopify does an excellent job tying everything together to one core theme — helping businesses find more ways to sell their products using the Shopify platform.

17. Mersive’s Deal Promo Email

This example from Mersive is everything a good B2B deal promo email should be! As well as promoting the deal itself, this email also includes reasons why businesses should choose their product over competing ones and lays out a brief overview for how their purchase journey with Mersive will play out.

18. VWO’s Product Promo Email

This promo email from VWO is super simple, yet highly effective. Two sentences on one graphic presents impactful messaging that does two things effectively: Highlight a problem and explain how their product can be the solution.

19. Uber’s Announcement Email

In this email, Uber keeps things simple in their announcement around new products and services they have in the pipeline. With smooth content flow and images that display their upcoming features, this email helps users easily understand what upgrades are to follow and how they can use them.

20. SuperOffice’s Content Marketing Piece Email

Have a whitepaper that you believe will offer value to your clients? Recently developed a case study that highlights various aspects of your product or service? This email from SuperOffice is a great example for how you can use B2B email marketing to drive that content and win over audiences with some helpful information.

21. Flywheel’s Year in Review Email

Similar to Meltwater end of the year email, this email from Flywheel tells of what the company had achieved over the past 12 months. Not everyone can publish an annual report, but you can always summarize your biggest wins and moments in an email.

22. EyeQuant’s Reintroduction Email

It’s not uncommon for a B2B company to offer potential clients the ability to test or try out their product or service before committing to a purchase. However, after a test run, a potential client (particularly busy professionals) may lose touch with it. In this instance, it’s important to stay top-of-mind, and an effective B2B email can help you do just that. This email from EyeQuant presents an ideal example of one.

23. HubSpot’s Upcoming Webinar Email

One of the best ways to get people to join your webinar is by connecting with them directly, and providing them with details on the value that they would get from attending the webinar. Email can give you the opportunity to do that. In this email example, HubSpot offers a sneak peak into what their audience can expect from their webinar and how useful it would be to them.

24. Kissmetrics’ Demo Offer Email

For B2B buyers, one of the biggest attractions is a demo. If your business can offer demos, it’s very likely that your potential customers are interested in having one. In this example, Kissmetrics is asking a potential client if they’d be intersted in a demo of their solution. They also make the sign-up easy, and set the expectations for the demo right in the content itself.

25. LogMeIn I.T. Apocalypse Email

This email from LogMeIn sets a dramatic tone to really grab the attention of readers and inspires true creativity when it comes to B2B emails. Hard-hitting facts drive important points, while classic movie promo-style content and a video adds some entertaining elements.

26. Mintel’s Webinar Email

Compared to HubSpot’s webinar email, this one from Mintel takes a more visual approach, which perfectly suits the beauty and personal care trends webinar they’re set to host. And the minimal content used is just enough to get people curious.

27. Squarespace Support Email

This email from Squarespace is simply meant to show how committed the company is to helping customers make the most out of their platform, with offers for them to join a training webinar, links to various guides, and details on how to reach their support team. B2B emails like this are a great way to build more trusting relationships with clients.

28. Google’s How-To Google Ads Email

At the beginning stage of a customer’s experience with your product or service, there’s a chance that they might struggle to understand how to effectively use it. By sending a brief email with some pointers about how to get started, like this one from Google Ads, you can help new customers get on the ladder, while presenting yourself as a helpful source if they ever need help.

29. Netlify’s Out-of-Beta Features Announcement Email

This email from Netlify is letting customers know that three new tools that were in beta are officially being released. Brief content tells customers what they can do with these new tools and the possibilities that they unlock. If there’s something you’ve been testing in stealth mode or with a select group of people, announcing its final release shows customers that your product has undergone rigorous trials to ensure its quality.

30. Zillow’s Congratulations Email

If you have a product or service that allows you to track the progress of your customers, sending them an email when they’ve reached a certain milestone is a great gesture. If you have a sales tool, for example, you can track the number of sales a client has closed, then send them a note to congratulate them on achieving a certain number of sales. This email from Zillow perfectly shows how this can be done.

31. Tailor Brands’ Survey Request Email

Surveys allow businesses to get to know the demands and opinions of their clients better than anything else. But people don’t usually like putting aside time to answer a list of questions. So, how can you inspire your clients to take a few minutes to do your survey? This email from Tailor Brands offers a great example of what elements creates a survey request email that converts. It lets clients know roughly how much time the survey will take, plus it offers an incentive for responders. 

32. Google’s Heads Up Google My Business Feature Email

Sometimes, busy professionals might not be aware of every feature that your product offers, so sending an email that suggests situations in which they could take advantage of a particular feature is a great way to help them learn more about your offerings. This email from Google about their holiday hours option for business profiles is an awesome example of how an email like this can be done.

33. Sprout Social’s Trial Extension Incentive Email

In this email, it’s clear that Sprout Social’s aim is to try and get people to extend their trials. However, they start the email off by introducing a new report that includes valuable industry data and insights. And if recipients want to be able to download this report, they’d simply need to extend their trial. This lure of free, highly useful content gives users an incentive to continue using Sprout Social.

34. Trello’s Milestone Celebration Email

In this email from Trello, the company announced a signficant milestone. But they’re also giving users a little something as well by introducing a few new updates to their product. This is a great example of a B2B email that serves both the customer (new features) and the company (celebrating a milestone that increases credibility).

35. Heroku’s Product Education Email

Companies can use B2B email to educate clients about how to use their products, while also highlighting their product’s features and benefits. In this example, Heroku does an excellent job explaining what makes their product different, and it ends with a CTA directly clients to view their dashboards, so they can experience the features mentioned in the email for themselves.

36. Buffer’s Triggered Event Email

A week after signing up for a Buffer account, the company sends businesses an automated email if their data reveals that a social media post hadn’t been shared on their account. This email does a great job of reminding clients of Buffer’s useful content and that their platform is ready and waiting.

37. Name Badge Productions’s Check-In Email

This B2B email from Name Badge Productions, a supplier for promotional business products, is sent to clients who recently purchased products for an event. The particularly great thing about this email is that it also serves as a follow-up to clients, asking if they have an event coming where they may need to order their products again and also including a link for clients to review past orders to make it easy for them to order the same items.

38. BounceX’s New Collaboration Announcement Email

If you’re partnering with someone on a project, be sure to share the good news in an email! In this example, BounceX is introducing a new piece of valuable content they created with Klientboost, and the graphic they use does an excellent job of highlighting their collaboration.

39. Slack’s Spread the Word Email

Slack is all about teamwork and communication, and they want to make sure that the teams using their platform are getting the most out of it. So, in this email, Slack is encouraging users to invite other members of their team to their company Slack workspace. And the “start being more productive together” content to end the one short paragraph in this email transitions well into the large green “Invite People” CTA button beneath it.

40. Sprout Social’s New Product Feature Email

This B2B email from Sprout Social was sent to clients to notify them of a newly added feature to their platform. In this email, brief how-to content is paired well with explainer graphics and is arranged in a way that seamlessly walks users through using the new feature.

41. Twitter’s Provoke Curiousity Email

Starting a B2B email off with, “People are talking about you on Twitter”, will grab anyone’s attention. In the rest of the email, Twitter also does well to stick with this theme by explaining how businesses can use Twitter’s dashboard to track what people are saying about them and engage with tweets from their community.

42. Xero’s Walkthrough Email

This B2B email from Xero is another awesome example of how a welcome email should be done. It includes a brief list of steps that the company recommends new users to do, links to training material and details on how to reach them for support — everything new customers want to know about when getting started.

43. Dropbox’s Activation Email

There may be times when your clients go inactive and don’t engage with your product or service for some time, but this also presents an opportunity to reach out to these clients and be a helpful source. In this example of a B2B activation email, Dropbox keeps things simple by focusing on the benefits of why users should install their product.

44. Salesforce’s Content Package Email

Helpful content, like e-books and blogs, can help you drive a number of key business objectives. And sending emails that offer access to a collection of your content, like this one from Salesforce, can help you strengthen your reputation as a valuable source and potentially even help to get new clients on-board.

45. Unbounce’s Thank You Email

In this email, Unbounce is thanking readers for downloading a piece of their content. The company does well in using this opportunity to connect readers to other content on their resources page, further enhancing their reputation as a valuable resource.

46. Lumi’s Product Showcase

In this example, Lumi shares its creative B2B take on the classic holiday gift guide. This email is all about simply awesome design, expertly using a black backdrop to display gifts intended to be sent by businesses to customers in Lumi-made giftable packaging.

47. Smartsheet’s Data-Backed Emailed

What better way to show off the value of your product than by using hard data? After Smartsheet was named a leader in the evolving category of collaborative work management by Forrestor Research, the company visualized the data from this report and sent these insights out in an email to their audience. And rather than link back to their own website, Smartsheet decided to link directly to Forrestor’s infographic, which builds trust in the data, while showcasing Smartsheet as an industry leader.

48. General Assembly’s Curated Content Email

Offering your clients high-value content from different sources in one email saves them a lot of time from having to search for information or materials themselves. And if your content isn’t always promotional, you’re also showing that you care about them holistically, instead of only caring about their money. This B2B email from Generally Assembly, which includes a curated collection of photos from various sources, is a perfect example of how to offer value to clients in your B2B emails.

49. Clear’s Timely Free Stuff Email

Offering potential clients a free version of your service of trial of your product has a lot of benefits: not only does it give them insights into your offerings, but it nurtures trust with your prospects. This email from Clear, which offers a free guest pass, is a great example for how an offer or deal added to an email can encourage prospects to become clients. Plus, we love how this email makes things timely by playing up the daylight savings factor!

50. Evernote’s Follow-Up Email

After signing up for Evernote, users receive an email from the company encouraging them to download the Evernote app on their devices. This email is a great example for how businesses can use email to continue the conversation after new customers come on to the scene.

This long list of awesome B2B email marketing examples centers around one main theme: how to effectively communicate with prospective and exsiting clients by providing them with high quality content. Curate your emails carefully, get creative, and don’t push sales copy too much. And be sure to bookmark this list if you ever need some inspiration.

Should you need more help, our team at Zen Media has the expertise to take your email marketing to the next level. Contact us to learn more about how we can be your B2B digital marketing partner!


She is the founder & CEO of Zen Media. She has been named the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by Forbes, Businessweek, and Inc have all recognized her as one of the Top 30 under 30 entrepreneurs in the field of marketing. Shama has built a global audience and is known for helping brands succeed in the digital age. She is a bestselling author, an international keynote speaker, and has been named one of LinkedIn’s Top 10 Voices in Marketing for four years in a row. Learn More


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Receive daily videos with strategies, best practices, and litmus tests for discovering and igniting your moment.