24 Inventive B2B E-mail Advertising Examples

B2B electronic mail advertising doesn’t must be boring.

Actually, B2B electronic mail advertising might be simply as artistic and fascinating as its B2C counterpart.

Nonetheless, for solopreneurs and small enterprise homeowners, the daunting actuality typically entails looking at a clean web page, struggling to generate recent concepts.

You aspire to showcase your creativity and create one thing distinctive that goes past the unusual. But, with out steering or inspiration, it’s simple to hit a artistic roadblock.

Whenever you decrease the bar an excessive amount of, all of your electronic mail advertising efforts endure. Lackluster electronic mail content material fails to captivate your subscribers and results in disengagement. This, in flip, leads to diminished deliverability charges, and decrease electronic mail advertising ROI.

However right here’s the excellent news — we’re right here to assist!

On this article, we’ll offer you a group of two dozen inspiring B2B electronic mail advertising examples!

Let’s get began!

Desk Of Contents

Every electronic mail from this curated assortment serves a special objective. However on the finish of the day, these messages are there to enhance companies’ backside line by:

  • Nurturing new subscribers with helpful content material
  • Welcoming new prospects and making them keep for longer
  • Constructing relationships with potential prospects by inviting them to on-line occasions and fixing their issues with academic content material
  • Re-engaging with inactive subscribers
  • Sending promotional and gross sales emails

Each electronic mail instance listed beneath comes along with a marketing campaign context and our rationalization of why we predict the model did a improbable job with the artistic half.

Table of Contents

1. Fiverr

E-mail advertising class: welcome electronic mail

What is that this electronic mail marketing campaign about?

We’re opening our B2B electronic mail advertising examples listing with a welcome message from Fiverr. This main freelance companies market sends out this electronic mail after creating an account on the platform.

Why it really works

What may very well be thrilling about welcome emails? They could simply appear to be generic “hellos” coupled with a product plug. However that’s not essentially the case. Whereas many manufacturers overlook the chance to make an incredible first impression on new customers, Fiverr shouldn’t be one in every of them.

They know what their model is and it exhibits. The messaging right here is tremendous daring. Beginning with the header, the facial features of a feminine freelancer, her physique language exhibits confidence and professionalism. What may very well be the primary impression of a brand new person who joins {the marketplace}? “Nice, I’m in good firm right here!”

And it will get higher once we take a look at copywriting. OK, the headline is generic, however the opening message does the trick. Brief sentences. Nice rhythm. Highly effective wording (“neighborhood of doers,” “delight”). And a bad-ass CTA.

2. SparkToro

E-mail advertising class: welcome electronic mail

What is that this electronic mail marketing campaign about?

It’s the primary publication message that SparkToro despatched after opting-in to their mailing listing. 

Why it really works

Rand Fishkin’s viewers analysis software program, SparkToro, has a singular and playful tone of voice. And this electronic mail is a superb instance of their stream.

This article proves how essential combining copywriting expertise, a humorousness, and relevance is. They leveraged the AI hype to create a hook from the beginning, putting a “meh” paragraph adopted by “That was bizarre. ChatGPT wrote that. Now, a human’s flip:”

This trick is wise for at the least two causes:

  • First, they winked at everybody skeptical or annoyed relating to ChatGPT. This “we’re in your facet” line has the potential to construct model loyalty for SparkToro.
  • Second, they bridged the opening to the primary a part of their curated content material, which is about AI-generated content material turning into the brand new ground.

The remainder of the publication delivers worth and high quality writing. Very partaking content material advertising!

3. Semrush

E-mail advertising class: welcome electronic mail

What is that this electronic mail marketing campaign about?

Semrush, a number one digital advertising end-to-end platform, sends this message to new electronic mail subscribers. It’s the primary of the academic emails, taking subscribers to a free trial.

Why it really works:

They know that I’m at first of the shopper journey. So, they’re not pitching me with a gross sales provide instantly.

The play right here is extra delicate. First, the opening with social proof — 10 million customers can’t be flawed, proper?

Every onboarding is overwhelming, particularly with Semrush’s complexity. So the “undecided the place to start out” line is smart. Sending me to their single excessive worth content material and a associated device is a great transfer. Not every little thing without delay. One step at a time.

Then, they let me know what they’ll be sending and the way typically I can anticipate to obtain it.

However regardless of the great things, there are additionally flaws on this electronic mail. The wording within the final sentence is a bit 2018, not 2023.


E-mail advertising class: welcome electronic mail

What is that this electronic mail marketing campaign about?

This can be a welcome message / content material improve affirmation message despatched by GFDA. This design company and print service supplier additionally inject a reduction hyperlink on this electronic mail, so it’s not black and white in regards to the class of this advertising electronic mail.

Why it really works

One factor that’s black and white, although, is that this electronic mail marketing campaign is tremendous, tremendous daring. There may be loads of swearing sprinkled throughout this message, however what are you able to anticipate from an organization that has the “F” phrase in its model title? 

Their distinctive model voice is centered across the “f*ck” phrase, in order that they discover it to the fullest on their internet pages and merchandise. 

However this electronic mail stands out not solely due to utilizing the “F” phrase in every single place. On prime of that, they’re cheeky and sarcastic of their messaging, which makes it hilarious:

  • The trick with the “Hey ______ insert your title right here.”
  • The wording: “grave miscalculation” or “you’ll probably remorse this choice.”

GFDA proves that B2B electronic mail advertising doesn’t must be boring!

5. ClickUp

E-mail advertising class: onboarding – product demo

What is that this electronic mail marketing campaign about?

Creating an account on an online software often triggers a sequence of product onboarding emails. It might probably take many kinds — written or visible. ClickUp determined to go for an interactive, on-line occasion formulation to coach their new customers to make use of their platform.

Why it really works

First, kudos to ClickUp for leveraging the webinar mannequin for coaching recent customers. The interactivity of a digital occasion, by definition, brings prospects nearer to the product, even when they’re on their free trials. 

Second, it will be a sin to not visualize the phrase Camp within the electronic mail design. And this well-known mission administration platform did a superb job right here within the header.

Talking of the header, putting a headshot of an actual individual additionally helps strengthen the reference to he model.

The e-mail content material’s construction is simple, making it simple to know all the advantages I can acquire from attending the Camp.

And lastly, the shortage and urgency above the decision to motion button. Properly accomplished!

6. Wired

E-mail advertising class: precious content material

What is that this electronic mail marketing campaign about?

One other method to nurture customers and electronic mail subscribers is by delivering useful content material. Wired’s advertising electronic mail helps its viewers win its electronic mail advertising program with 10 workflows.

Why it really works

Wired is knocking a number of objects with one swing right here:

  • They educate their subscribers and assist them obtain success with their electronic mail advertising technique. This exercise will translate into model loyalty and buyer retention.
  • They generate site visitors to their weblog submit by electronic mail advertising.
  • Join their content material marketing via email campaigns.

Though there’s nothing excellent within the design, the entire message reads effectively. It’s uncluttered and straight to the purpose.

7. CXL

E-mail advertising class: thought management

What is that this electronic mail marketing campaign about?

CXL not solely supplies precious content material to their subscribers but additionally makes use of their newsletters to sort out controversial and deceptive opinions.

Why it really works

On this case, the uncomfortable opinion is that “CRO is lifeless,” which CXL well positioned within the topic line. In fact, I don’t know the open charges of this electronic mail, however I guess it was excessive.

To counter this opposing viewpoint, CXL engaged an business knowledgeable, prominently featured within the electronic mail header. The messaging itself is daring and targeted on delivering a wealthy expertise.

By means of these strategic electronic mail advertising efforts, CXL has successfully established themselves as thought leaders within the discipline of selling.

8. PeerSignal

E-mail advertising class: thought management

What is that this electronic mail marketing campaign about?

One other nice instance of constructing model credibility is sharing third-party information by electronic mail advertising campaigns. PeerSignal carried out a SaaS demo web page teardown, and this electronic mail is full of insights.

Why it really works

If you happen to’re into digital advertising, you need to look carefully at PeerSignal. One of many foundations of their advertising technique is to cowl authentic analysis and share the correct information with their enterprise neighborhood.

Right here, they determined to look into demo pages of over 600 SaaS demo pages and pinpoint the next:

  • Frequent tendencies
  • Greatest artistic examples
  • Dos and don’ts

This electronic mail is full of precious insights and in addition incorporates quite a lot of media parts. From animated gifs to annotated screenshots and charts, it provides a visually partaking expertise.

9. Descript

E-mail advertising class: thought management

What is that this electronic mail marketing campaign about?

Right here’s one other instance of thought management in B2B electronic mail advertising. The storm round TikTok is essential sufficient for Descript’s present and potential prospects that they determined to write down about it.

Why it really works

If you happen to’re unfamiliar with Descript, it’s a software program resolution for video and podcast creators. It means the TikTok seismic shifts are essential for his or her whole viewers.

And that is the place Descript stepped in with their recommendation for diversification and adjusting their content material distribution plans to these dynamic adjustments.

Offering hints to assist their present prospects keep away from difficult conditions is a superb technique for decreasing churn.

10. Mintel

E-mail advertising class: thought management / webinar

What is that this electronic mail marketing campaign about?

This B2B electronic mail from Mintel combines constructing a thought-leader place and conducting a webinar.

Why it really works

First, the try and forecast a decade forward in present instances, the place every little thing adjustments on the velocity of sunshine, is each brave and intriguing. Nonetheless, Mintel is a longtime market intelligence company, and market forecasts and tendencies are what they do for a residing, so the subject concept shouldn’t be reckless.

This electronic mail advertising marketing campaign is about getting individuals to register for a webinar. From a enterprise perspective, it’s a intelligent method to generate leads. And Mintel is near perfection right here due to a brilliant engaging electronic mail design and a improbable name to motion.

11. Hotjar

E-mail advertising class: product replace

What is that this electronic mail marketing campaign about?

One of the vital fashionable techniques electronic mail entrepreneurs from tech manufacturers throughout the board use is product updates. This can be a new function electronic mail from Hotjar.

Why it really works

As a result of it’s easy! HotJar used this announcement electronic mail to unfold the phrase about their first API model. Which, let’s be trustworthy, shouldn’t be the sexiest information on the earth and, if accomplished clumsily, may very well be too technical and exhausting to comply with.

In order that they went forward and visualized it with a exact header. Subsequent, they nailed two vital person advantages within the headline. And so they expanded these two within the physique copy with none fluff in regards to the technical elements.

Highlighting worth and opening a gate for doable buyer upgrades — win!

12. Mixpanel

E-mail advertising class: case research

What is that this electronic mail marketing campaign about?

A case research is an important aspect that each profitable B2B electronic mail advertising technique ought to incorporate. That is how Mixpanel makes use of in-depth case research to generate extra prospects.

Why it really works

Case research purpose to leverage buyer satisfaction to drive extra gross sales outcomes. However the ugly reality is that many case research are created with out a aptitude.

Fortunately, Mixpanel is aware of the B2B electronic mail advertising sport! First, the “make love connections” within the topic line instantly attracts customers’ consideration. Second, the “love” bit additionally shines by the hero space design.

Subsequent, you may see an excellent storytelling construction that glues readers to their screens:

  • Hooking intro
  • Naming the problem
  • Buyer’s quote
  • Answer resulting in buyer satisfaction

13. CJ

E-mail advertising class: buyer outcomes

What is that this electronic mail marketing campaign about?

One other kind of selling electronic mail revolves round giving prospects a well-deserved pat on the again. A notable B2B electronic mail instance from CJ highlights the affiliate outcomes achieved by a selected person.

Why it really works

“Your outcomes are in” — that is what an affiliate marketer who makes use of the CJ platform sees proper after opening this automated electronic mail. It might probably’t get extra clear and extra engaging to learn on. In spite of everything, it’s about preserving a finger on the heart beat when monitoring every advertising efficiency metric.

However analytical summaries may also bore individuals to tears. This isn’t the case right here. CJ is aware of easy methods to play with information visualization, so analyzing the outcomes is a breeze.

14. Flywheel

E-mail advertising class: buyer analysis

What is that this electronic mail marketing campaign about?

Working buyer analysis is without doubt one of the foundations of each rock-solid electronic mail advertising technique. It might probably take a number of kinds, one of the fashionable being surveys.

Why it really works

“Know your viewers.” It’s the basic precept that electronic mail entrepreneurs ought to all the time have as a North Star. Nonetheless, persuading new subscribers (and even dormant ones) to search out time of their busy schedules to take a survey might be fairly difficult.

So, it’s all the time a matter of incentivizing individuals. Providing an Amazon voucher could be a nice incentive, however some people could also be extra enticed by a restricted version T-shirt, significantly if there are only some out there. And that is what Flywheel provided.

However what’s additionally cool about this electronic mail is the pleasant and informal tone of voice within the copywriting and the stable name to motion.

15. GoDaddy

E-mail advertising class: appreciation

What is that this electronic mail marketing campaign about?

Keep in mind the shopper results-oriented electronic mail from CJ? This one from GoDaddy is shut however a bit totally different. It’s sharing appreciation with their prospects. However with no analytics. Simply love.

Why it really works

Sharing love with prospects, particularly the loyal ones, ought to have a devoted part in each B2B electronic mail advertising technique. We’re going by instances when it’s getting more difficult to achieve subscribers. Buyer acquisition is tough and expensive. That’s why it’s important to retain present customers.

And that is what GoDaddy does. And when you take a look at the photograph collage embedded within the electronic mail header, you immediately know their viewers. Small enterprise homeowners, solopreneurs, and content material creators.

And the messaging within the physique copy is tremendous delicate relating to their solopreneurship journey. The ups and downs. The massive wins. The wrestle. This electronic mail advertising marketing campaign rocks!

16. Zencastr

E-mail advertising class: product replace

What is that this electronic mail marketing campaign about?

Sooner or later, tech firms improve their core product and introduce new options. Every product launch communication plan entails an announcement electronic mail. 

Why it really works

This electronic mail advertising marketing campaign from Zencastr is an ideal instance. By definition, podcasts are an audio content material format. And, Zencastr, as a podcast software program, was set on the audio foundations. However they naturally launched the video format for podcasters to improve their exhibits. 

Simplicity is essential right here:

  • An enormous header with a artistic visible presenting the “play” icon
  • An excellent concise “Video is right here” headline
  • And a bit cheeky physique copy “…in order for you it. You may hold your previous workflow on the audio solely…”

After which, the most effective half — the social proof! The duvet photographs of podcasters who’ve already embraced the video format.

17. Wildist

E-mail advertising class: gross sales promo

What is that this electronic mail marketing campaign about?

It wouldn’t be doable to debate B2B electronic mail examples with out a widespread electronic mail kind within the gross sales cycle – reductions and promos. This one from Wildist provides a reduction on a enterprise images course.

Why it really works

What’s the key ingredient for a web based course about images? A surprising snapshot, in fact! The e-mail header captivates with a improbable image of kayaking on a mountain lake.

One other essential aspect on the prime of this announcement electronic mail is the headline highlighting that the provide is time restricted.

In addition to, this electronic mail has all of the important elements of a promo message:

  • Enticing low cost (50%)
  • A 5-star buyer overview
  • A transparent name to motion

18. Grammarly

E-mail advertising class: gross sales promo

What is that this electronic mail marketing campaign about?

The second low cost B2B electronic mail on our listing comes from Grammarly. This writing-assistant app makes use of promo emails very often. You’re one in every of them.

Why it really works

The commonest aspect in Grammarly’s automated emails is the excellent visible dominating the hero space of the message. You could possibly as effectively go on to the CTA button as a result of the copy “40% off any Premium plan” is highly effective sufficient.

However for many who nonetheless want some convincing, the physique copy well combines the product capabilities with end-user advantages. Gross sales emails will not be solely in regards to the low cost. It’s all the time in regards to the worth aligned with the target market’s wants.

19. Webflow

E-mail advertising class: gross sales promo

What is that this electronic mail marketing campaign about?

It’s not a typical webinar marketing campaign invite. Webflow determined to go all-in and arrange 12 digital occasions within the span of three weeks!

Why it really works

Within the B2B house, webinars want electronic mail campaigns, and electronic mail campaigns want webinars. On-line occasions are a improbable method to develop an natural mailing listing and convert gross sales leads.

What makes Webflow’s marketing campaign particular is the staggering variety of enterprise to enterprise occasions in such a decent timeframe.

What additionally rocks right here?

  • The title (Digital World Tour)
  • The Woodstock-style fonts
  • The usage of the numbers (3 weeks, 12 occasions, 9 time zones)
  • The copywriting stream

20. UXPin

E-mail advertising class: what’s new

What is that this electronic mail marketing campaign about?

One of the vital fashionable electronic mail varieties utilized in a strong B2B electronic mail advertising technique comes all the way down to a “what’s new” sequence. Many newsletters use this type of a weekly or month-to-month digest selling their very own content material. And UXPin does it effectively.

Why it really works

This article is concise and straightforward to learn. There’s no want for fancy design or elaborate storytelling. It briefly lists product information, attention-grabbing articles, and digital occasion bulletins.

One other visually interesting facet is the fanzine-style icons subsequent to every place on this digest, enhanced with wonderful and concise copywriting.

21. The Momentist

E-mail advertising class: ideas & tips

What is that this electronic mail marketing campaign about?

This article brings collectively a curated assortment of content material for filmmakers — a web based lesson from Jesse Driftwood, plus written and video evaluations of cameras and filming gear.

Why it really works

Newsletters like this ought to be a part of each electronic mail automation program.

To start with, it’s hyper-focused on a selected area of interest.

Second, diversifying content material codecs (on-line course, article, video overview) is a superb concept to have interaction individuals who roll their eyes each time they see a weblog submit.

Third, every content material piece promoted on this publication touches upon a special facet of filmmaking. This comprehensiveness helps to win again the hearts of inactive subscribers.

22. UX Collective

E-mail advertising class: neighborhood

What is that this electronic mail marketing campaign about?

One other good B2B electronic mail advertising follow is constructing a neighborhood round a selected subject, business, or model. This can be a welcome neighborhood message from UX Collective.

Why it really works

We’re a selected area of interest right here. UX designers are the target market, and this neighborhood is about constructing a tribe for them, the place they educate one another with helpful free stuff.

This electronic mail does the trick due to the next:

  • A watch-catchy drawing within the header
  • An editor’s be aware as an introduction which makes it a personalised electronic mail
  • A clear and handsome electronic mail construction
  • Taking subscribers by the hand and exhibiting them the place to start out

23. Kai Brach

E-mail advertising class: ideas & tips

What is that this electronic mail marketing campaign about?

That is one other wonderful instance of a publication that educates subscribers with hand-picked articles, information, and instruments.

Why it really works

The inventive model of this article instantly catches your consideration. The art work, accompanied by a quote from Frank Zappa within the header, immediately immerses the recipient in a artistic and cultured ambiance.

Similar to within the UX Collective instance, the physique copy of this article begins with an editor’s be aware. Though the creator missed some typos, he will get away with that as a result of the content material sections are well-structured and full of thrilling goodies.

Good work!

24. Trello

E-mail advertising class: ideas & tips

What is that this electronic mail marketing campaign about?

The final B2B electronic mail instance comes from Trello. This platform shares product options and ideas for higher productiveness. Plus, this is without doubt one of the pre-event electronic mail newsletters as a result of they plug a webinar invitation on the finish.

Why it really works

The target market is totally different right here, so there isn’t a room for extra prolonged intros and bohemian-style artwork. Trello communicates with mission managers who’re dashing with their initiatives. In order that they don’t have any time to digest lengthy paragraphs of textual content.

Massive visuals, concise copywriting, and CTA buttons sending subscribers to devoted touchdown pages. That’s the trick.

Plus, Trello is aware of their supreme prospects’ ache factors and empathizes with them: “All of us expertise office nervousness (and that’s OK),” which is a superb transfer.

Take your electronic mail advertising campaigns to new artistic heights!

Glorious! That was the final of our 24 B2B electronic mail advertising examples to encourage you to refine your electronic mail advertising and B2B advertising automation technique.

Keep in mind: enterprise to enterprise doesn’t equal boring. A number of the above examples have been extra radical with spicy messaging. Some have been extra targeted on delivering high quality content material.

The best mixture would combine each: being somebody unattainable to disregard AND serving to your particular person prospects obtain their objectives.

Begin with putting topic traces and ship your promise with stellar electronic mail content material! And on prime of that – check, check, check!

Begin at this time with an electronic mail advertising platform that may enable you obtain that. A 30-day free model is correct this manner!