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Posted by Laura Gayle - 16 November, 2018

Educational Guide to Write B2B Emails That Generate Leads

We know that B2B emails are essential for any business to increase sales. In fact, 91% of companies use emails to create demand, according to Synthio website

But do all of the B2B emails generate leads as efficiently as they could? Of course not. Just imagine an ordinary user opening their inbox a couple of times a day. Unless they are super picky and take time to manage the mailbox regularly, they receive lots of emails daily – and, naturally, don’t read them all. So when you write an email, your goal is not only to catch the recipient’s initial attention but to make sure they won’t unsubscribe or start deleting your emails without reading.

Of course, the best way to learn how to write effective B2B emails is by example. That’s why in this article, I want to show you the examples of successful emails that could teach you something.

Dropbox: activation reminder.

You probably have a list of inactive clients’ profiles: they wanted to register on your website once but failed to complete the registration for some reason. However, they don’t have to remain inactive. You can remind them about completing registration and do it subtly and nicely – just like Dropbox does:

Dropbox activation email reminder

Why is this important? Because not all of the users didn’t finish registration intentionally – some could forget to do so, some could get distracted, etc. Moreover, people like to be reminded of something, so there’s a big chance they will finish the registration after receiving such an email. 

Casper: shopping reminder

Just like I’ve mentioned above, people like to be reminded of something. Of course, a lot depends on the way you do so (and often on the timing as well). If a client adds a particular purchase to the shopping cart but doesn’t buy it, sending them a reminding email straight away might not work well enough. But if you take a pause and remind them gently after some time passes, you can succeed. Here’s an excellent example of a reminding email written by Casper:

Casper Shopping Email Reminder


Creative Market: exclusive offers

How can you reward your subscribers for staying with you for a long time? And how can you encourage new people to subscribe? By offering them something valuable – and preferably exclusive.

Creative Market knows how to make the most out of it. While all the website’s resources are paid, it offers a list of free resources every Monday. Of course, the list is available to subscribers only – and that’s a great reason not to miss an email.

Creative Mrket Email Exclusive OffersBut free resources are not the only thing you can offer. Discounts work as well, and some valuable information does too. For example, if you run an essay writing website, you can send your subscribers an eBook with writing tips or a list of descriptive essay topics to make their studying easier.

Redbubble: style

Truth be told, this email example kills two birds with one stone: it’s personalized, and the style is excellent.

Personalized emails from RedBubbleJust look at it. Sure, it could be written more formally – but then it wouldn’t look this nice, would it? This style won’t fit every business, yet it’s a great example of how the well-chosen words can make a lasting impression. 

GoSquared: simplicity

No one can tell you, which style you should choose, but there’s one writing advice that fits everyone: keep it simple. It works for many types of writing and is especially important when it comes to emails.

You can catch the attention of your subscribers with the help of a subject line, and you can impress them with a gentle introduction. However, they might still close your email (or send it straight to trash, which is even worse) if they realize it’s too big or looks too complex. 

People don’t want to read long complicated emails unless they are crucial (and this rarely happens). They want to get to the point right away – and you should give it to them, just like the GoSquared marketers do:

Simple email from GoSquared

Summing this up, B2B email marketing can differ a lot. Some things work for all emails: strong subject lines, unique style, brevity, and so on. At the same time, there are also things that work for a specific niche or product. For example, reminding your clients about the purchase, they didn’t make and offering them similar products will work well for big online shops but maybe won’t work for blogs or for websites that don’t provide much goods or services.

But while it’s up to you to decide, which tools and tips will be the most appropriate for your business, email examples could indeed prompt you in the right direction. So I hope you’ll benefit from them.

B2B eCommerce Marketing

Topics: B2B Marketing, Sales & Marketing