Sendspark Blog > 8 Proven B2B Email Marketing Best Practices for Beginners

8 Proven B2B Email Marketing Best Practices for Beginners

Email marketing is expected to remain an important marketing tool in 2023 and beyond. Email marketing is cost-effective and can provide businesses with an effective way to reach and engage their target audience. 

Email Marketing ROI

Image Credit: Oberlo 

Email marketing continues to help businesses easily segment their customer base and send personalized, targeted messages to each segment. Furthermore, it is relatively easy to measure the success of email campaigns, providing businesses with valuable insights into their customers' preferences and interests.

As such, email marketing will remain an essential part of any successful marketing strategy in 2023.

Best Practices 

1. Choose an Email Service Provider 

Email service providers provide the technology and support needed to help marketers send out successful email campaigns. They offer features such as segmentation, analytics, and automation that help marketers create and send personalized, targeted emails that reach the right people at the right time. They also provide detailed reporting on email performance, so marketers can track their progress and make changes as needed. 

Additionally, many email service providers offer features such as A/B testing, so marketers can optimize their campaigns for better results. Finally, they provide robust customer support, so marketers can get the help they need when they need it. All of these benefits make email service providers an invaluable tool for marketers.

2. Write an Engaging Subject Line 

Writing an engaging subject line is important because it can be the deciding factor in whether or not a person opens your email. An engaging subject line should be short, specific, and give readers an idea of what the email is about. It should also create a sense of urgency and excitement so that the reader feels compelled to open the email. 

When writing an engaging subject line, it's important to focus on the reader and what they would be interested in. Think about their needs and how your email can help them.

If the email is a sales offer, you can use the subject line to create a sense of urgency, such as “Today Only: 50% Off on XYZ Webinar.” If you are sending emails to your existing customers you can reward them for referring potential new customers as a part of your referral marketing.  You can also use words like “Free”, “New”, and “Now” to create a sense of immediacy, but be warned, those words can make the email feel spammy if not used correctly. 

Finally, it's important to keep the subject line short and to the point. People are often inundated with emails and may not have the time or patience to read long subject lines. Stick to a maximum of 50 characters and make sure that your message is clear and concise. 

Writing an engaging subject line is a key part of any email marketing campaign. By taking the time to create a subject line that will grab the reader's attention, you can increase the chances that your message will be read.

3. Craft Quality Content 

Email is a powerful tool for communication, and crafting quality email content is essential for successful communication. Quality email content is important for many reasons, including increasing engagement, building relationships, and establishing credibility. Quality email content should be written in a way that is easy to understand, clear, and concise. It should also be relevant to the recipient and contain accurate information. 

Additionally, quality email content should be tailored to the recipient’s needs and interests. Crafting quality email content helps to ensure that the recipient understands the message and can act on it. It also helps to build trust and relationships with the recipient, which can lead to further engagement and collaboration. Quality email content is an important part of successful communication, and should be taken seriously when crafting emails.

4. Include a Call to Action 

A Call to Action (CTA) is an essential element of a successful B2B email. A CTA encourages the reader to take a specific action, such as visiting a website, downloading a whitepaper, or making a purchase.

To add a CTA to your B2B email, you need to include a clear and concise statement that outlines the action you want the reader to take. The statement should be placed in a prominent position, such as at the end of the email, so that it is easy to spot.

Make sure to include a sense of urgency in your CTA to encourage the reader to take action right away. You can do this by including words like “Enroll Now” or “Today” in the statement.

In addition, make sure to include a link to the page or document you are promoting in the CTA. This will make it easy for the reader to take the desired action.

Finally, make sure to include a “Thank You” at the end of the email. This will show the reader that you appreciate their time and effort, and it will encourage them to take the desired action.

5. Use Personalization 

When creating marketing emails, email personalization is the process of tailoring emails to the individual recipient by customizing content to fit the recipient’s needs, interests, and behaviors. It is an effective way to increase engagement, drive more sales, and build a strong relationship with your customers. 

Email personalization includes segmenting your email list, using the recipient’s name in the subject line, incorporating personal data into the message, providing personalized recommendations, and using dynamic content to create a tailored experience. By using email personalization, businesses can increase customer engagement, strengthen customer relationships, and drive more sales.

6. Use Accurate B2B Data for Many Reasons

Accurate B2B data is crucial for successful email marketing campaigns. Here are some reasons why:

Better targeting: 

With accurate data, you can target the right audience with the right message. This will increase the chances of your email being opened and read.

Increased engagement: 

Accurate data allows you to personalize your emails, which enhances engagement. Personalized emails tend to get more clicks, responses, and conversions.


Accurate data helps you avoid wasted efforts and resources as you can segment your email list and send targeted messages to the right prospects.

Improved domain reputation: 

Sending emails to inaccurate or outdated email addresses could result in bounces, spam complaints, and damaged reputation. Accurate data ensures that your email marketing campaigns are respected by ISPs, leading to better deliverability.

Measurable results: 

Accurate data enables you to monitor and measure campaign performance accurately. You can track open rates, click-through rates, conversions, and other metrics to refine your strategy and improve your ROI.

Accurate B2B data is a vital component of successful email marketing campaigns. It helps you target the right audience, increase engagement, save costs, improve reputation, and measure results accurately

7. Video Emails are the Future 

Video emails are emails that include a video as part of the content, typically used to communicate a message or promote a product or service. Instead of relying on text and static images, sending personalized video emails provides a more engaging and dynamic way to communicate with potential customers.

The benefits of using video emails for sales and marketing teams include the following:

Increased engagement: 

Video emails have been shown to increase open and click-through rates, as they are more visually engaging and attention-grabbing than traditional text-based emails.

Improved communication: 

Videos can convey complex ideas and emotions more effectively than written text, allowing sales and marketing teams to better communicate their message and build stronger relationships with potential customers.

Enhanced brand image: 

Video emails can help to create a more professional and polished image for a company, demonstrating that they are up-to-date with the latest marketing trends and technology.

Increased sales: 

Video emails have been shown to increase conversion rates, as they allow sales teams to demonstrate the benefits of their products or services in a more compelling and persuasive way.


Video emails can be a cost-effective way to reach a large audience, as they can be created and distributed relatively quickly and inexpensively compared to traditional marketing methods like television commercials or print advertisements.

Video emails can be a powerful tool for sales and marketing teams looking to improve engagement, communication, and sales with their target audience.

8. Monitor Your Email Metrics 

It’s not about you share it and forget it concept in the email marketing now-a-days. Email marketing has advanced to the stage where email metrics play a vital role to decide next actions. Some of the email metrics that are crucial for B2B marketers include:

Open rates (OR): 

This metric refers to the percentage of recipients who opened your email. It is an essential indicator of whether your subject line and preview text were compelling enough to grab the attention of your target audience.

Click-through rates (CTR): 

CTR measures how many recipients clicked on a link within your email. This indicates the engagement level of your readers and the effectiveness of your email content.

Conversion rates: 

This metric tracks how many of your recipients took a specific action after clicking through your email, such as filling in a form, making a purchase, or requesting more information. It helps you determine the ROI of your email campaigns.

Bounce rates: 

This metric shows the percentage of emails that did not reach your recipient's inbox due to various reasons such as an incorrect email address, a full inbox, or a blocked IP address. High bounce rates can hurt your sender reputation and decrease the effectiveness of your email campaigns.

Unsubscribe rates: 

This metric measures the number of subscribers who opted out of receiving further emails from your campaign. It helps to keep your email list clean and avoid spam complaints.

Engagement rates: 

This metric looks beyond opens and clicks to measure how much time subscribers spend reading and interacting with your email content. It indicates the level of interest and involvement of your subscribers with your brand.

Wrapping Up

A marketer has access to many modern paid and organic tools, many of which are receiving attention at the moment. But in terms of impact on your users or intended target audience, email marketing has endured the test of time. This time-tested, trustworthy tool can really guarantee that you get the most out of your marketing efforts. 

B2B data providers play a key role in helping beginners to effectively target their audience and personalize their emails, as well as enabling matured sales and marketing organizations to execute multi-touch email campaigns and drive email engagement at scale.

Data providers offer access to databases of business contact information, allowing businesses to segment their audience based on various criteria such as job title, industry, and location. This enables businesses to create targeted and personalized emails that are more likely to resonate with their audience and drive conversions. Additionally, a B2B data provider can help companies to keep their contact lists up-to-date and accurate, which is important for maintaining deliverability and reducing the risk of sending emails to invalid or outdated addresses.


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