## Why Email Still Matters in B2B
Despite the rise of social media and other channels, email remains the most effective B2B marketing channel with an average ROI of $42 for every $1 spent.
## Building Your Email List
Quality matters more than quantity:
- **Opt-in forms** on your website
- **Gated content** like whitepapers and guides
- **Trade show** lead capture
- **Webinar registrations**
Never buy email lists – it damages your reputation and deliverability.
## Segmentation Strategies
Personalized emails perform 6x better:
- **Industry** – tailor messaging to specific verticals
- **Company size** – different challenges for SMB vs enterprise
- **Buyer stage** – awareness, consideration, decision
- **Engagement level** – active vs dormant subscribers
## Crafting Compelling Subject Lines
Your subject line determines whether emails get opened:
- Keep it under 50 characters
- Create urgency without being spammy
- Personalize when possible
- A/B test regularly
Examples:
- "[First Name], see how [Company] reduced costs 30%"
- "Quick question about your inventory management"
- "You're invited: SAP Business One demo"
## Email Content Best Practices
Keep your emails focused and valuable:
- One primary call-to-action per email
- Mobile-friendly design
- Clear, scannable formatting
- Relevant images (but don't overdo it)
- Plain text version for deliverability
## Automation Sequences
Set up automated nurture campaigns:
1. **Welcome series** – introduce your company and value
2. **Lead nurturing** – educate and build trust
3. **Re-engagement** – win back dormant contacts
4. **Post-purchase** – onboarding and upselling
## Measuring Success
Track these key metrics:
- **Open rate** – industry average is 21%
- **Click-through rate** – aim for 2.5%+
- **Conversion rate** – define what matters for your business
- **Unsubscribe rate** – keep under 0.5%
## Compliance Considerations
Stay compliant with regulations:
- Include physical address
- Provide easy unsubscribe
- Honor opt-out requests promptly
- Follow CAN-SPAM and GDPR requirements
## Conclusion
Email marketing remains a powerful tool for B2B companies. By following these best practices, you can build stronger relationships with prospects and customers while driving measurable business results.
[Explore our email campaign services](/services/email-campaigns)