B2B buying decisions take weeks or months and involve several people. Email keeps you in front of prospects throughout that time.
What to send
- Industry updates and regulation changes.
- Case studies with measurable results.
- Product updates and new capabilities.
- Guides, checklists and price trends.
- Event and exhibition invitations.
Segment by stage
- New leads: introduce your company and proof.
- Active prospects: case studies and answers to objections.
- Customers: updates, reorders, referrals.
Tone
Professional but human. Plain-text style emails from a real person often work well in B2B.
Subject lines
Clear and specific: “Steel price outlook for Q4” or “How a Bhiwadi plant cut packaging costs by 18%”. Test with our subject line checker.
Every email is marketing
Add your catalogue, website and LinkedIn to your email signature.
Measure
Track replies, meetings booked and quotes requested, not just opens.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
