6 Tips For Developing a B2B Email Marketing Plan

Creating a plan to persuade people to buy your product or services is not an easy task, especially when it comes to using B2B email marketing.

However, if done right, email can create a whole lot of waves for your business.

If you are familiar with the term B2B, you already know that it refers to the exchange of goods and services or information between two or more business organizations.

Your email marketing campaign should reflect this!

The very first rule of B2B marketing is to know your audience.

Having a good understanding of the problems and opportunities faced by your target market’s enterprises, as well as how your product or service may solve those problems, is vital.

Recent research shows that 93 percent of B2B marketers employ email marketing.

Also, it has been shown in another study that email marketing is second only to SEO in terms of attracting new customers.

Because lots of people still place their faith in digital marketing, it is important to proceed with caution when devising a plan for it.

Creating an email is not an easy task, you must craft a series of emails intelligently, as a single email will not be sufficient.

Also avoid placing too much emphasis on selling your product in your initial email.

Give them something to think about by leaving them with relevant information.

Also, make it easier for your intended audience to make a decision by segmenting them effectively. 

B2B email marketing plan must be aligned with your company’s aim and objective.

In order to compose a better email, you will require conceptual clarity as well as a well thought out approach to follow.

Here are some steps to follow to develop a B2B email marketing plan that works:

Table of Contents

1. Identify Your Target Audience

The first rule of B2B marketing is to know your audience, a thorough understanding of the problems and opportunities faced by your target market’s enterprises, as well as how your product or service may alleviate those problems is very important.

Analyze the type of emails that your target audience prefers to receive.

Watch out for words they click and they take action on. Also observe how they respond to your email carefully.

2. Identify the Business You Want to Aim For

Every successful email marketing begins with a thorough understanding of your target demographic.

To be successful in B2B marketing, you must first of all understand the problems that various companies in your target market are trying to solve.

This will not only help you find the ideal business to approach, but it also provides you with the right products and services, even if your target market is small, your email marketing campaign will succeed.

3. Create Measurable Goals

Unlike other marketing goals, for email marketing you must set measurable goals.

Measurable, detailed and time-bound goals are a must.

In order to assess the degree of success, it is important to first identify the objectives that need to be defined.

You must define your marketing goals in a specific, accomplishing, timely and relevant manner, according to best practices.

4. Plan to stay ahead of the game by preparing early

Preparation with your team is key when developing an email marketing plan, so that when the campaign goes live, everyone will be on the same page.

In other words, establish a list of everything that will go into your plan, and how the team will put it into action.

To ensure that your B2B email marketing is a success, your team will need the same level of clarity that you do.

5. Analyze result from demonstrated campaign

As a business leader, you may want to rush into advertising as soon as a new product or service is launched into the market – it’s advisable not to.

Instead take a break and look over your marketing plan, you might find out that you didn’t do everything you could to optimize the campaign, and this could be disastrous for the overall email marketing campaign of your business.

A time-saving automation or even an evident sales message should not be overlooked.

Take a break from your work to go over it again and receive input from the rest of the team.

6. Determine What Is and Isn’t Working

It is easy to stop working on your company B2B email marketing plan after it’s completed. 

However, you should go back and re-examine your plan to determine if there are any areas that require improvement.

If your business is structured in a particular way, you may want to evaluate your email marketing method and tactics on a weekly, monthly, or even quarterly basis.


As an email marketer you may ask yourself “why aren’t people reading my emails”?

Perhaps your subject line is to blame.

A lot of people leave your site because of a high bounce rate.

If you want to boost the number of people who visit your landing page, you need to develop content that is both interesting and relevant.

Developing your B2B email marketing plan is a strategy that will help you succeed where your competitors failed.

Alternatively, you can hire someone with experience in email marketing to help you expand your contact list, send your emails and generate leads.

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