Take a quick look at your work inbox. I’ll bet it’s stuffed with unread marketing emails competing for your attention. Most of them won’t stand a chance. But the best B2B emails break through. They grab you in seconds, solve real problems and get you to act.
What makes B2B marketing emails click?
The No. 1 thing you can do to get people to read your marketing emails is to write like a human. Drop the impersonal corporate tone. Instead, write like you’re grabbing coffee with a customer you know well. Keep it natural, clear and focused on what matters to that person.
Here’s another tip: Make it personal. Not just mail-merge [FIRST NAME] personal – actually personal. That means ditching phrases like “our company is pleased to provide” or “we invite organizations to explore.” Nobody talks like that over coffee. Instead, write directly to your reader. “I’d love to show you how it works” feels more genuine than “We welcome the opportunity to demonstrate …”
Your prospects and customers will notice – and respond – because you’re giving them something rare in their inboxes: a real conversation – not another lifeless template. B2B emails used to be all business – formal, stiff and buttoned-up. But that’s changed. These days, a more relaxed, natural approach is expected. If your marketing emails show personality, you’re already ahead of most of the competition.
Find the right tone
Of course, writing like a human doesn’t mean channeling a TikTok influencer. Here’s what it looks like when things go off the rails:
“Heyyyyy! OMG our new social media analytics tool is seriously da bomb! 🚀IYKYK! We’re giving away 50% off to the first 20 peeps who slide into our DMs! Don’t sleep on this crazy deal bestie. LFG!🔥”
Obviously, this example goes way over the top, but it proves a point. When you try too hard to be relatable, you risk sounding inauthentic or even unprofessional.
On the other hand, don’t swing too far in the opposite direction:
“We’re pleased to announce the launch of our revolutionary social media analytics solution, leveraging proprietary methodologies to maximize ROI. This cutting-edge offering enables organizations to optimize decision-making. We invite qualified stakeholders to engage for a limited-time 50% reduction in implementation costs.”
Blech …
Instead, try something like this:
“We just launched something I think you’ll love: a social analytics tool, and it’s already helping teams spot what’s working (and what’s not) faster. We’re offering 50% off for the first 20 sign-ups. Want to see how it works? Get a Demo” (button).
Lead with the pain – not the pitch
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.
Ask for 1 thing
Ever try to do somersaults while running? That’s what you ask your prospects and customers to do when you pack multiple calls to action (CTAs) in one email. The best B2B marketing emails focus on one goal. One email, one ask, one clear next step.
When you scatter different links and buttons throughout your messages like “Download the Guide,” “Schedule a Demo,” “Get My Report,” and “Contact Us,” you’re forcing your audience to make a decision. And the easiest decision is to do nothing.
If you want results, make it simple: one prominent button with a “what’s in it for me?” benefit. “Get the Compliance Checklist” works better than “Click Here” or “Download Now.” In addition, use buttons instead of text links. They stand out more and they’re easier to tap on mobile devices.
Keep it short
Your prospects and customers are busy. They scan emails between meetings, during lunch, or while waiting for their next video calls to start. If your B2B marketing emails are long, they’ll save those for “later,” which likely means never. Attention-grabbing emails get straight to the point.
As a result, your subject lines should tell the story in no more than 50 characters (with spaces). Keep in mind that most mobile email apps cut them off around 40-50 characters, and only the first 30-35 characters are visible in many inboxes. So lead with the good stuff. If your prospects and customers don’t see what’s in it for them at a glance, they probably won’t open your messages. Get tips for writing catchy subject lines from HubSpot.
Similarly, your preview text should get their attention in seconds. Use it to give context to your subject line and add a little curiosity to increase open rates. Aim for 40-90 characters (with spaces) to be safe across most devices.
For your email copy, think elevator pitch – not company manifesto. If you can’t explain your offer and the value in three short paragraphs, you’re probably saying too much. When every word counts, make them work harder.
Write for results
B2B marketing emails don’t need to be flashy, but they should be conversational, relevant and useful. Think about the emails you open and read. When you strip out promotional fluff and corporate-speak, you’ll give your audience content that’s worth reading.
