Top B2B Email Marketing Examples to Boost Your Engagement

Do you know that email marketing is one of the most effective ways to reach and engage with your audience? With a well-crafted email campaign, you can not only increase brand awareness but also generate leads and drive conversions. 

However, sometimes, businesses struggle to come up with engaging and effective email marketing ideas. And we all know that a boring email will most likely end up in the trash folder. 

That’s why we’ve compiled a list of the top 5 B2B email marketing examples to help inspire and guide you toward creating successful email marketing campaigns. But, instead of directly jumping into the examples, let’s first understand what B2B email marketing is. 

So, let’s get started!

What Is B2B Email Marketing?

B2B email marketing is the use of emails to promote products or services to other businesses. Similarly, project risk management software is crucial for planning and executing projects within a business, ensuring that all risks are mitigated and projects run smoothly. B2B email marketing aims to build robust relationships with potential clients. The primary goal is to nurture these prospects through the sales cycle and ultimately convert them into paying customers

Unlike B2C (business-to-consumer) email marketing, which focuses on individual consumers, B2B email marketing targets decision-makers in businesses. Now that we have a clear understanding, let’s dive into our top B2B email marketing examples!

10 B2B Email Marketing Examples You Can Use Today

1. Content (Blogs & Articles) Email Marketing

You can make it a point to send out emails to your customers and prospects regarding the new blogs and articles on your website. This way you can provide valuable information to them without them having to make any effort to search for any content online.

You can also focus on tailored content here. For example, if a customer has shown interest in a specific topic, you can email them about new articles related to that topic. This will not only keep your customers engaged but also establish you as an industry expert.


How to Use

To implement this strategy, start by listing all the topics your target audience would be interested in. This could include industry trends, tips and tricks, how-to guides, or any other relevant information your customers can benefit from. 

Next, make sure to have a blog or article section on your website where you regularly publish new content. Once you have published a new blog or article, email your subscribers using email software like Active Campaign notifying them about it. Make the subject line catchy and include key points from the content to pique their interest. 

Also, personalize the email using their name and mention why you think they would find this content valuable. You can also use marketing automation tools to segment your email list based on customer interests and behavior. This will ensure that each subscriber receives emails that are tailored specifically for them. 

2. Inactive User Email Template

A lot of times, your users lose interest in your product or service and become inactive. In order to retain these customers and start a fresh conversation with them, you can send out emails to them. But a regular email might not do the magic of attracting them back! 

To make this email more engaging, you need to offer something to the user. And we have an interesting idea for that here – A Giveaway! Embedding a giveaway like this Black Friday lightning discount coupon giveaway to your retention email is an excellent way to intrigue your inactive customers.

Black Friday Discount

How to Use

For this to work, you need to make sure that you do it right! Create a list of users who have been inactive for more than 3 months. Segmenting the audience and creating a segmentation funnel based on their engagement level is crucial to effectively target the right users. Now draft a short but informative email that includes-

  • What your company does
  • Why you are reaching out to them 
  • How they can benefit from your services or products 
  • A call-to-action that encourages them to engage with your brand again. 

These steps will not only help you re-engage with your inactive users but also give them a reason to come back and potentially become loyal customers. 

3. Cart Abandonment and Product Promotion Email Marketing

You must have noticed that a lot of prospective customers add products to their carts and just leave without taking any further action. The average cart abandonment rate across all industries is 69.57 percent. You can eliminate this and have them complete their buying process by implementing some of the best B2B email marketing practices.

But writing a plain, simple email will not do you any good. You need to come up with something interesting, something that drives your prospects to make the purchase!

One easy way to do this is by using interactive content in your emails. While interactive content can be helpful on websites, integrating it into your eCommerce email marketing campaign, can also make your communication more engaging. 

For example, you can think of embedding an e-commerce recommendation quiz into your email. With this, you can make your buyer answer some questions and offer them the products that suit their needs the best, at the best prices! You can check out this Sports Watch Recommendation Quiz created using Outgrow to understand better.

Sports Watch Recommendation

How to Use

This B2B email marketing example is concerned with retargeting prospective buyers. So, whenever you notice that a user has left without completing the purchase, you can write an email and embed an e-commerce recommendation in it. This will help you increase the number of purchases by great numbers. 

The email will remind them of the products they have shown interest in and also provide some related product recommendations. This way, you are promoting your products and providing a personalized touch to your communication with potential buyers. It shows that you understand their needs and are willing to help them find what they want. 

4. Webinar/Podcast Email Template

Another one of the best b2b email marketing examples are the webinar or podcast email templates. Did you know that webinars and podcasts play a great role in customer acquisition? How? They play a crucial role in establishing authority, building trust, and fostering engagement.

Through these mediums, businesses can showcase expertise, address audience pain points, and provide valuable insights, positioning themselves as industry leaders. The interactive nature of webinars and podcasts allows direct audience interaction, creating a personal connection and generating leads.

How to Use 

Well, you can use email marketing to promote upcoming webinars and podcasts, provide registration links, and send out recording links to those who were unable to attend. Just make sure that you write a short and sweet email so that the user doesn’t drop off without clicking on the podcast.

One way of doing this is by embedding a chatbot into your email. This way, you can have a two-way conversation with your prospects and take them to your webinar or podcast. Have a look at this Webinar sign-up chatbot to get a better grasp on how to implement this!


Additionally, emails can be used to follow up with attendees, share related content, and drive them toward a desired action, such as signing up for a consultation or purchasing a product/service. This not only increases brand awareness and thought leadership but also drives conversions and boosts ROI. 

So why not give webinars and podcasts a try in your email marketing strategy? They could be the missing piece to take your B2B business to the next level.

5. Demo Request Email Template

Surveys by Software Advice have proved that 80% of marketers agree that live demos are the most effective way to generate leads. Hence, a demo request email has a great impact on the promotion process. However, it is a known fact that most promotional emails go unread by the recipients. So how can you ensure that this doesn’t happen to you?

Instead of sending boring emails with demo call requests attached, you can embed pre-recorded demo videos in your emails. This will make the entire process quicker and the leads can just reply to you with their queries and questions!

How to Use

You can use this strategy to showcase the features of your product, give a virtual tour of your services, or even provide a personalized demo for potential clients. This method not only saves time and effort but also makes it easier for the recipients to understand your offerings in a visual format. 

Besides, you can include a call-to-action button in the email that links to your website or landing page. This makes it easy for interested prospects to convert into customers. 

6. Activation Email Marketing

Activation emails are a must when you’re introducing your product or service. They’re sent to new B2B users who’ve just signed up, and the main goal is to guide them through the crucial initial steps of using your product or service.

How to Use

Let’s understand how to use this technique by looking at an excellent example of Asana. It’s a top-notch project management tool in the B2B world. Asana has a unique take on B2B email marketing, emphasizing whitespace and colors to stand out. Their activation email shows us how to help B2B users effectively.



What’s cool about Asana’s email is that it doesn’t overwhelm with tons of pictures. Still, it grabs your B2B audience’s attention with clear content and a catchy “Call to Action” (CTA). You can use such emails as part of your welcome email series for B2B clients, inviting them to sign up and start using your product.

7. Announcement Email 

Announcement emails are your go-to tool for spreading the word about exciting news, updates, or important information to your audience. They’re the digital equivalent of a public announcement, and when done right using email newsletter templates, they can engage and inform your recipients effectively.

How to Use

One notable example comes from Allset. It keeps things simple and friendly while telling its customers about its new app. They talk about the app’s main features shortly and clearly, making it easy to understand. It’s like a smooth journey through the app’s important parts.



What’s great about this email is how easy it is to get what they’re saying. It’s like chatting with a friend who’s telling you about something cool and making you want to try it out. So, the next time you’re crafting an announcement email, remember to keep it simple, attention-grabbing, and action-oriented to make the most impact.

8. Free Trial Email Marketing

Free trial emails are a powerful way to offer your audience a taste of what you have to offer without any financial commitment. It’s an effective marketing strategy that allows potential customers to experience your product or service before making a purchase decision. 

How to Use 

Take CLEAR, for instance. They’re a membership service that makes your travel easier by speeding up airport security checks. We came across this B2B email marketing example where CLEAR entices its prospects with a free three-month pass.

CLEAR B2B email marketing example


Now, this email isn’t about fancy words or big promises. It’s about giving people a chance to see how CLEAR can make their lives better. It’s like inviting someone over to test drive your awesome car. You show them the cool features, let them try it out, and if they end up liking it – it’s a win-win situation.

Clear’s email is like an open door to their world. It’s like saying, “Come on in and see for yourself how great it is to be a member.” They’re not just talking; they’re showing. And that’s how they win new members and build trust.

So, the next time you think about giving something for free in an email, remember Clear’s three-month pass. It’s not just about giving stuff away; it’s about letting people experience the magic of what you offer. It’s a win-win for you and your customers.

9. Virtual Event Email Marketing

Virtual events enable companies to collect valuable data on attendee interactions, preferences, and engagement metrics, aiding in refining future marketing strategies. These emails present an opportunity to showcase expertise, share valuable insights, and engage with the audience on a more personal level. 

The importance lies in the ability to reach a wider audience, transcend geographical limitations, and provide a convenient platform for participation. Marketers can leverage virtual events to demonstrate thought leadership, introduce new products or services, and foster networking opportunities. 

How to Use

Let’s look at an example from Slack, a messaging platform many businesses use. In their email, Slack says, “Your chance to experience it all.” They are using the word “change” to convey a sense of excitement and possibility. By saying “experience it all,” they are implying that their platform offers a wide range of features and benefits for users to explore and enjoy. 

Slack email


So, what can we learn from this? You can create exciting events like this to educate and connect with your customers. And, don’t forget to send them invites through emails so they don’t miss out on the good stuff. 

10. Survey Email Marketing 

Survey emails are like a conversation starter with your customers. They’re a fantastic way to understand what they think about your business. By asking them questions, you can learn valuable stuff that helps you make better products, create awesome experiences, and improve your marketing. 

However, if you think making surveys is a time-consuming process, then you are in for a treat. With Outgrow, a no-code tool to create interactive content, it’s a matter of minutes. 

Not only can you create highly engaging and interactive surveys, but also personalize them according to your brand and target audience. With Outgrow, you can also easily embed surveys in your email or website and share them on social media platforms. This makes it easier for customers to give their feedback. 

How to Use

Take Zapier, for example. After someone tries their product for free, they send a survey email. They want to know why the person didn’t become a customer after the free trial. The answers help them figure out what went wrong and make things better for future customers.


Plus, the cool thing about surveys is that you can use the answers to group your customers based on what they’re interested in. For instance, if someone says they loved the part about social media marketing in a post-webinar survey, you can put them in a group of people who want more info on that topic. Then, you can send them emails that are all about social media.

So, these survey emails aren’t just about asking questions. They’re about having a real chat with your customers, understanding them better, and giving them exactly what they want. It’s like having a secret code to make your business even better! 

Benefits of B2B Email Marketing

There are hundreds of marketing techniques available for a business. However, several B2B marketers use email marketing to distribute content and promote their products. As per a statistic, a majority of 55% of consumers express a preference for email as their preferred digital channel for business communication. Here’s why-


1. It is Affordable

One of the most important benefits of email marketing is its lower costs as compared to other forms of marketing. Email marketing is purely digital and doesn’t involve any printing or postage costs.

You might have to pay a small overhead to subscribe to a b2b email marketing platform if you want to send thousands of emails, but these costs are far lower than what you would be charged for other marketing channels.

2. It Helps you Reach the Right Audience

When you have a well-sorted mailing list of prospects that you wish to target, you know that your message will reach the right audience and not a random group of people.

Moreover, people who come across a product or service through email are more likely to buy it as compared to visitors from search engines or social media. Consequently, you are more likely to get conversions and make a sale.

3. It Offers Higher ROI

In the business world, returns are all that matters. The return on investment of email marketing is much higher than the amount spent on running B2B email marketing campaigns.

According to some email marketing ROI statistics, emails generate $42 for every $1 spent. Building email lists and employing email campaigns have resulted in a substantial 760% surge in revenue, according to findings from experienced marketers.

4. Personalized Marketing

If you’re looking to personalize your marketing, email marketing is your way to go! By using email list segmentation, you can filter your email list and customize your messages according to the specific target audiences.

You can segment your leads on the basis of various factors such as geography, customer preferences, etc.

Now, let us look at some of the best B2B email marketing practices and tips to make your content marketing more effective and interactive. 

How Can Outgrow Come In Handy For B2B Email Marketing?

Outgrow is a SaaS tool using which you can create various types of interactive content. It is super fun and easy to use and comes with some very powerful features. Outgrow offers everything- from excellent display features to higher-level features like integrations, email notifications, etc.

Out of all the features, email notifications come at the top when it comes to B2B marketing. We’ve already established the importance of email marketing in the business-to-business domain with the help of some B2B email marketing examples. Now let’s see how Outgrow can help you implement the same.

1. Launch in an Email

With Outgrow’s launch in an email feature, you can natively embed your content piece on your B2B marketing email directly from the Outgrow dashboard. This will help improve the click-through rate of your email campaign. Asking the first question in the email will add an element of intrigue wherein users are bound to jump to your content and engage.

How to Access the Launch In an Email Feature?

1. Log in to your Outgrow dashboard and create a content piece according to your requirements.

Outgrow Dashboard

2. Now, to launch an Outgrow experience in an email, you first need to navigate to the launch in an email sub-tab under the Configure tab.

Step 2

3. Once you are in this section you can navigate to the Code View section at the bottom of the page, and from there you can copy the code.


4. Once the code is copied you can add it in the HTML view of the email that you will configure in your marketing automation tool or CRM.

View the email

2. User Notification 

With Outgrow, you can set up email notifications to be sent to the users when they visit and use your content. You can use the responses that the user has submitted on your content piece and the lead generation form fields in the body of the email.

How to Launch the User-notification Feature?

1. You know what to do! Log in to your Outgrow account and create a content piece according to your requirements.

2. Now, to push user notifications, navigate to the Configure tab>>Email Notifications>>User Notification.

User notification

3. You can also include different variables in this email and can customize the email as per your requirements. These variables can include:

  • Answers to each question
  • Result received
  • Lead form details
  • UTM parameters

User notification

4. Once you are done setting everything up, click on Go Live or Publish Changes and you will be good to go.


Email marketing is both informative and interesting at the same time. So why not utilize this opportunity in your marketing campaigns?

We hope this blog will serve you as a guide whenever you search for some effective B2B interactive email marketing examples. And if you want to spice up your email marketing game with interactive content, make sure to check out Outgrow. 

With Outgrow, creating engaging and interactive email content becomes a breeze. Don’t believe us? Well, start your free trial now and see for yourself. 


Yes, email marketing is one of the most effective elements of B2B marketing campaigns. 80% of business leaders believe that email marketing increases customer satisfaction and retention.

You can improve B2B email marketing by making your emails brief, informative, and interactive. You can do this by embedding quizzes, calculators, etc. in your email newsletters.

Some of the most common B2B email marketing examples include emails for blog notifications, product updates, retention of inactive users, demo requests, etc.

To excel in B2B email marketing, delve deep into understanding your audience, delivering pertinent content, and fostering lasting relationships. Optimize your email campaigns through consistent testing, leveraging analytics, and embracing continuous improvement to ensure sustained success in the dynamic B2B landscape.

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