B2B Marketing Emails: What Works, What Doesn’t and Why

The best B2B marketing emails start with a specific problem your prospects and customers care about right now. Above all, make it clear why they should care about what you’re offering – and what’s in it for them. If they don’t see instant value, your emails will join the unread messages graveyard. No matter how great your solution is, no one cares if you don’t make it clear how it helps them, saves  time, or solves their biggest headaches.

These examples show the difference:

✖We conduct in-depth market studies and strategic surveys.

✔ Making million-dollar decisions with outdated data? We’ll get you current insights from your actual buyers – fast.

✖ Our company offers custom corrugated packaging to meet your needs.

✔ Retailers are rejecting your shipments because your packaging doesn’t hold up. We’ll help you fix that with structured design that survives the supply chain.

✖ Accuracy and attention to detail set us apart in financial reporting.

✔ Dreading quarter-end again? Close the books – on time and stress-free with our new tool.

✖ High-quality components are essential for staying competitive in today’s market.

✔ Missed specs and delayed parts stall production. Get components built to your exact tolerances, delivered on time.

Notice the pattern? The weak versions focus on products or services. In contrast, the strong emails highlight problems and outcomes. The first statements could apply to anyone, anywhere. The second ones speak to actual frustrations and how your solutions make work easy or fast. These are the B2B marketing emails that your audience will open, read and act on.