5 email marketing tips for B2B ecommerce

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The adoption rate of email marketing in B2B businesses is around 88%, according to a study conducted by Circle Research. And around 42% of respondents said it was a very effective channel for generating new leads for their business.  

Email marketing continues to remain relevant and perhaps even more effective than other forms of marketing. Many businesses are using email marketing to connect with potential clients, create new leads, and strengthen customer relationships. 

Email marketing strategies can come in handy when used to their maximum potential. In this article, we give you tips on how to boost the email marketing for your B2B ecommerce.  

1. Add value 

For B2C businesses, email marketing seems simple: promote new products, offer coupons, and let subscribers know about promotions and deals. But B2B businesses can’t always do this, especially if they offer services that don’t often change. 

As a solution, you can try to take a different approach: add value. Send emails that offer your subscribers tips, ideas, or education on a topic related to your industry, product, or service. 

For example, if you run a software company designed to make online storage easier, you could send out organization tips, links to productivity articles, or how-to information on compressing files. This value will increase your customers appreciation of you, making them more likely to choose your business when they’re in need of your services. 

2. Introduce loyalty schemes 

Building a relationship with your B2B customer is extremely important to the long-term value, and email marketing is a great way to do this. To make sure your customer stays loyal and informed about your business, here are some examples of consistent emails you can send out:  

  • “We’ve Missed You”: If a customer hasn’t returned to your web shop in a while, send them an email that includes a special or personal offer and an easy way to opt out of future communications, if they are no longer interested.  
  • “You’re on the list!”: The welcome e-mail that you send to new subscribers lays the groundwork for the further relationship with your new customer. 
  • Restocking: Launching automated emails at certain intervals can help keep your brand top of mind when supplies need to be replenished. For example, popular products that sell out quickly

3. Build Lists 

The power of a B2B email marketing strategy is inherent within the mailing lists you build around it. These lists of email addresses should be developed with care, and should be curated and tagged appropriately, that way when it comes time to email your target audience, you’ve sent the appropriate email to fit your objective. 

A lot of businesses build lists based off new and old clients. Others build lists based off other things. Ultimately, the lists you will build will be specific to your business or industry, and will be designed toward a specific objective. 

4. Optimize for mobile 

All your email messages should be optimized for smartphones and tablets, keeping your subscribers from needing to scroll or pinch-zoom to read your content. 

Invest in a template that uses responsive design to automatically resize each of your emails to fit screens of any size. This will ensure that those who read your email will be able to do so on any screen without trouble. 

Similarly, your website (or any landing pages linked in the email) should be mobile-friendly, ensuring that those wanting to learn more about you or the content in your emails can do so without difficulty. If your website is not already responsive, you should consider investing in this change as quickly as possible. 

5. Consider Automation 

You should not just send emails at any time of day, because they are more likely to be read at specific times. The best time to send emails is between 11 am and 2 pm, just before or after lunch. If your focus is on achieving the best CTR, send emails on a Tuesday. Or if the open rate is more important to you, send on a Friday. Whatever you do, don’t send emails during the weekend. 

Also, remember that there’s no set formula for success. Find your own peak times by experimenting through sending emails at different times of the day, on different days, and see which ones give you the most success. 

Automation is an option that helps you send timely and relevant communication. For example, automated messages can be sent to people who download content from a particular area of your site or complete a form there. 


When your e-mail marketing is integrated in your e-commerce platform, it will increase exponentially. You have many more possibilities, can anticipate immediately, save money and boost your revenue. What's not to like? 

Do you still have questions about email marketing, or can you use some help? Do not hesitate to contact us. We will be happy to advise you.