{"id":119958,"date":"2026-03-18T09:33:00","date_gmt":"2026-03-18T13:33:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=119958"},"modified":"2026-06-02T13:40:23","modified_gmt":"2026-06-02T17:40:23","slug":"b2b-email-marketing","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/b2b-email-marketing","title":{"rendered":"B2B Email Marketing: High-Impact Strategies and Inspiration for Your Industry"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_8d11eb361c1eb1a2e2d850fd26ae7117\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li aria-level=\"1\"><strong>Email remains the highest ROI channel<\/strong> for B2B, delivering a 36:1 return and offering unique opportunities for personalized, permission-based engagement.<\/li>\n<li aria-level=\"1\"><strong>Successful B2B campaigns<\/strong> focus on relationship-building and education over a longer sales cycle, with campaign types ranging from welcome emails to ABM outreach.<\/li>\n<li aria-level=\"1\"><strong>Effective B2B email content is human<\/strong>, concise, mobile-optimized, and personalized to build trust and relevance over time.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/Bn9iVReHysA?si=5XWLKMEqQ-sfmUSk\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe> <script type=\"application\/ld+json\">{\n  \"@context\": \"http:\/\/schema.org\",\n  \"@type\": \"VideoObject\",\n  \"name\": \"B2B email strategies for AI, automation, and inboxing\",\n  \"description\": \"AI for email is front-and-center, but strategy still matters. Learn how to use AI, automation, and audience-first content to drive B2B email performance across the full prospect journey.  Jeanne breaks down: - Where AI fits (and doesn\u2019t) in a high-performing B2B email program. - How to optimize automation for longer, more complex B2B sales cycles. - Why Gmail tabs and inbox placement still matter, and how to address it. - How to align email content to real buying stages, not just sales pressure. - How to keep your emails human, even when machines are part of the process.  This is a session from Litmus Live 2026 titled \u201cBeyond the hype: real B2B email strategies for AI, automation & inboxing.\u201d  \ud83d\udc4b Jeanne Jennings is the Founder and Chief Strategist of Email Optimization Shop where she helps organizations make their email programs more effective and profitable with consulting, training, and fractional roles. She\u2019s also an adjunct professor at Georgetown University.   ----------  \ud83d\udca1 Litmus Live is a multi-day virtual event packed with sessions and panels hosted by experts who live and breathe all things email marketing.  \ud83d\udcbb Watch more Litmus Live sessions: https:\/\/lit.ms\/Litmus-Live  \ud83d\udc40 Read our 2026 Litmus Live recap: https:\/\/lit.ms\/3OBVvh4  \u270f\ufe0f Learn about Litmus Live: https:\/\/lit.ms\/event\",\n  \"thumbnailUrl\": \"https:\/\/i.ytimg.com\/vi\/Bn9iVReHysA\/default.jpg\",\n  \"uploadDate\": \"2026-03-03T14:00:17Z\",\n  \"duration\": \"PT30M3S\",\n  \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/Bn9iVReHysA\",\n  \"interactionCount\": \"60\"\n}<\/script><\/p>\n<p>B2C, they have it so easy. While preferences and price points may vary, there\u2019s no shortage of stuff people want and need\u2014shoes, snacks, gadgets, toys. Things people covet, save up for, or impulse buy.<\/p>\n<p>But B2B marketers\u2026well, if only selling cloud computing or point-of-sale systems were as easy as a pair of shoes. An impulse buyer in B2B-land is rare. It\u2019s not like prospects walk around their daily lives thinking, \u201cIf only I had a best-in-class tool that would streamline my workflow so I could circle back\u2026\u201d \ud83d\ude43<\/p>\n<p>Email marketing for B2B may be more serious, but if there\u2019s anything we\u2019ve learned at Litmus, it\u2019s that email is anything but boring. Since potential customers are already 57% of the way to making a decision before they actively engage with sales, it\u2019s important to be intentional with how and when you communicate your message by tapping into B2B email campaign ideas with proven success.<\/p>\n<p>In this post, we\u2019re nerding out on all things B2B email marketing. It\u2019s based on our team\u2019s deep experience in marketing and our favorite B2B campaigns we\u2019ve seen in the wild that prove B2B marketers can have a little fun while chasing leads.<\/p>\n<h2>Table of contents<\/h2>\n<ul>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#high-roi\">Why email is the highest ROI channel for B2B<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#differences\">B2B email isn\u2019t just B2C with a longer sales cycle<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#essential-campaigns\">Essential B2B email campaign types and examples<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#best-practices\">B2B email marketing campaign best practices<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#measure-b2b\">How to measure B2B email campaign success<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#case-study\">Case study snapshot: optimize your B2B email campaign workflow<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#tools\">The B2B email marketer\u2019s tool stack<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#ai-fit\">Where does AI fir in the email workflow?<\/a><\/li>\n<\/ul>\n<h2 id=\"high-roi\">Email is the highest ROI channel for B2B\u2014are you making the most of it?<\/h2>\n<p>B2B marketers continue to rely on their <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-engagement\/\">most effective channel<\/a>\u2014email\u2014due to its proven performance and a 36:1 <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\">return on investment<\/a> (ROI). We have been arguing about whether email is dead since the early aughts, but it\u2019s still (still!) one of the best ways to connect with your audience.<\/p>\n<p>Why is email so impactful for B2B audiences? Because it remains one of the few personal areas that your subscribers voluntarily ask for your messaging. Marketers have two kinds of modalities to work with when vying for their audiences\u2019 attention: interruption or permission. Email requires a subscriber\u2019s permission\u2014meaning that subscriber wants to hear from you because they\u2019re interested in what you have to say.<\/p>\n<p>This gets even more powerful when you think about the mountains of data you have access to about your B2B audience: where they work, what they do, what they click, what problems you can solve. By combining a relationship-focused, human-to-human messaging style with data-driven, personalized marketing tactics, you can position your product as something they need for their organization.<\/p>\n<h2 id=\"differences\">B2B email isn\u2019t just B2C with a longer sales cycle<\/h2>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th scope=\"col\">Category<\/th>\n<th scope=\"col\">Points<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>How B2B email marketing is different from B2C<\/td>\n<td>Empower buyers not just to purchase for themselves, but as part of a committee of stakeholders responsible for procurement.<\/td>\n<\/tr>\n<tr>\n<td>How B2B email marketing is different from B2C<\/td>\n<td>Build relationships over a much longer sales cycle.<\/td>\n<\/tr>\n<tr>\n<td>How B2B email marketing is different from B2C<\/td>\n<td>Use behavioral and third-party data to match buyers against where they are in the sales cycle and market to them accordingly.<\/td>\n<\/tr>\n<tr>\n<td>How B2B email marketing is similar to B2C<\/td>\n<td>Accessible email designs that everyone can engage with no matter what device or email client they\u2019re using.<\/td>\n<\/tr>\n<tr>\n<td>How B2B email marketing is similar to B2C<\/td>\n<td>High-quality copywriting and imagery that speaks directly to an audience\u2019s pain points.<\/td>\n<\/tr>\n<tr>\n<td>How B2B email marketing is similar to B2C<\/td>\n<td>Personalization that speaks to what that subscriber is thinking, feeling, and experiencing.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The average B2B sales cycle is between one and three months, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/databox.com\/b2b-sales-cycle-length\">according to data analytics company Databox.<\/a> That\u2019s much longer than the scroll-purchase-scroll-purchase cycle that retail enjoys. But B2B email marketing isn\u2019t just B2C tactics stretched out over time. Your emphasis as a B2B marketer should be much more on relationship-building and education than B2C\u2019s sales drumbeat and new drops.<\/p>\n<p>A B2B email campaign addresses the company\u2019s challenges or pain points, working to educate them and correspond with their place in the journey from awareness, consideration, decision making, and finally, loyalty and advocacy. You\u2019re engaging with decision makers individually, and collectively, who are making purchase decisions on behalf of their place of business through work email. Use email to facilitate direct communication and get to the root of their purpose for connecting with you so you can help them find solutions.<\/p>\n<p>\u201cEmail is just one touchpoint in complex customer journeys, making its specific contribution difficult to isolate. For B2B or high-consideration purchases, an email\u2019s influence may not materialize for weeks or months,\u201d says Ling Zhang, Principal Product Manager at Oracle CX.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Get email insights from marketers worldwide<\/p>\n\t\t\t\t<p>Dive into the State of Email Reports for the latest trends, innovations, and best practices across the email marketing industry.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\" class=\"text-white text-decoration-none\">Get the report<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"essential-campaigns\">Essential B2B email campaign types and examples<\/h2>\n<p>What makes a great B2B email? The most popular email type that B2B marketers send is a customer engagement email.<\/p>\n<figure id=\"attachment_119909\" aria-describedby=\"caption-attachment-119909\" style=\"width: 946px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-119909 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/B2B-cust-engagement.png\" alt=\"Bar graph showing 65% of B2B companies use customer engagement email most\" width=\"946\" height=\"298\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/B2B-cust-engagement.png 946w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/B2B-cust-engagement-300x95.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/B2B-cust-engagement-768x242.png 768w\" sizes=\"(max-width: 946px) 100vw, 946px\" \/><figcaption id=\"caption-attachment-119909\" class=\"wp-caption-text\">Source: State of Email Report 2025<\/figcaption><\/figure>\n<p>Let\u2019s take a look at the most common campaign types and some great examples we\u2019ve seen in the wild.<\/p>\n<h3>Welcome emails for B2B onboarding<\/h3>\n<p>First thing\u2019s first: introducing who you are, what you do, and how you can help solve their problems in a dedicated welcome email. This is your best chance to make a good first impression, so make it count!<\/p>\n<p>You can keep it high level, like this one:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/CJ-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>Or start with a quick to-do list as they get started in the product, like this one:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Interconnected-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>No matter what, keep it super simple. What\u2019s great about this Shopify email is that it points them back into the product, where your in-app welcome flow can do the rest. The faster they get value from your product, the better:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Shopify-email-scaled.png\" alt=\"\" \/><\/div>\n\n<h3>Lead nurturing drip campaigns<\/h3>\n<p>The thing about marketing to a B2B audience is that they\u2019re looking at your emails with a business lens. You can\u2019t just bang the buy, buy, buy drum and expect to see an uptick in anything but unsubscribes (or maybe even spam complaints.) That\u2019s why dropping someone into a nurture flow has to be intentionally mapped out so you\u2019re not overloading them with product-y info too quickly. A good flow looks something like this:<\/p>\n<p>Start with a flagship piece of content that hits on their pain points and offers detailed suggestions on how to fix them:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Calendly-email-1-scaled.png\" alt=\"\" \/><\/div>\n\n<p>An email that introduces the product:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/iKhokha-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>A light-touch case study email like this one:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Miro-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>Finish with an invitation for a free trial, if that\u2019s something you offer. If not, make a pitch:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Zapier-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>This is just a basic nurture flow. Think about introducing several different flows based on behavioral triggers like downloading an asset, attending an event, or making a purchase. These automated email campaigns at a set cadence can be an email marketer\u2019s superweapon for building relationships.<\/p>\n<h3>Webinar and event promotion emails<\/h3>\n<p>We reserve some of our best email designs for our events. Partially because there\u2019s already a great theme going, and partially because we want our fellow #emailgeeks to feel like they\u2019re already immersed in the experience of the event.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Litmus-event-email.png\" alt=\"\" \/><\/div>\n\n<p>For big-ticket events, your speakers are everything. This newspaper-style email is such a fun way to make that announcement:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Shoptalk-email.png\" alt=\"\" \/><\/div>\n\n<p>For smaller events or meetups, consider adding a layer of personalization so you\u2019re only sending your invitation to those subscribers whose offices are in a certain radius. If you don\u2019t have access to that data, this newsletter from Zendesk does a great job offering up the options without overwhelming the reader:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Zendesk-email.png\" alt=\"\" \/><\/div>\n\n<p>And if you have a booth at a big-name tradeshow, make sure your audience knows. This is a great quick email to event attendees. Work with the main event sponsor for the email list.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Typeform-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>And don\u2019t forget to send a recap to all of your new leads:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Emma-email.png\" alt=\"\" \/><\/div>\n\n<h3>Newsletters<\/h3>\n<p>Newsletters are the backbone of B2B email marketing. What so many people are missing right now with AI-everything is that your audience signed up for your emails to hear your brand\u2019s unique POV in the market. Which means they want to read your blog posts, listen to your podcast, or watch your webinars, depending on the audience and the topic. Use the data you have on hand to figure out what content types are most popular and play those up for your newsletter.<\/p>\n<p>This one from Figma looks straight out of a magazine (very on brand):<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Figma-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>And we love a good vintage-y moment:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/BAM-Creative-email-1-scaled.png\" alt=\"\" \/><\/div>\n\n<p>This is a nice way of sending a meaty newsletter that adds value without needing to click something else:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Dovetail-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>Of course, we\u2019d love to send you our next Litmus News newsletter, where you can find our regular news and #emailgeek tidbits! <strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\">Sign up for Litmus News here<\/a><\/strong>.<\/p>\n<h3>Product announcements or feature launches<\/h3>\n<p>With product announcements, you want to go big. Your email should be part of a much larger campaign that hits every possible touchpoint for your audience.<\/p>\n<p>This email looks like a newsletter, but is really a product-driven campaign, leading with with a newscaster-style video at the top before diving into the more detailed feature launches:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Ahrefs-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>You can go with a more designed email, like this one that goes over features and benefits in a classic z-design:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Atlassian-email.png\" alt=\"\" \/><\/div>\n\n<p>Or a more heartfelt letter-style email like this one from Airtable:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Airtable-email.png\" alt=\"\" \/><\/div>\n\n<p>What\u2019s great about this style is that it really gives you space to tell your broader brand story. Here, Airtable\u2019s CEO is talking about where this product sits in their portfolio, how it changes their existing features, and why it matters to them personally. For next steps, they include an invitation to a demo, which is a great product CTA for prospects or existing customers.<\/p>\n<h3>Customer retention and advocacy campaigns<\/h3>\n<p>So much of our efforts as email marketers goes into acquisition, when it\u2019s not your only growth lever to pull. Locking in a great customer retention strategy means targeted emails that help nudge your customers further into your product, making it more essential to their workday (and helping them get more value from the product so they can shout from the rooftops about how great it is.)<\/p>\n<p>First, think through a retention version of your other nurture flows based on customer behavior. If they haven\u2019t used a certain feature in 90 days, for example, or you know it\u2019s a little hidden in the UI, send them a campaign like this:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Monday.com-email.png\" alt=\"\" \/><\/div>\n\n<p>Another way to get your customers more excited about your product is to give them a rundown of product information. This is a well-designed, newsletter-style email that\u2019s pleasing to the eye:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Basecamp-email-scaled.png\" alt=\"\" \/><\/div>\n\n<p>But you can also keep it simple, focusing on a single core action for your product:<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Mixpanel-email.png\" alt=\"\" \/><\/div>\n\n<h3>ABM email campaigns<\/h3>\n<p>If you\u2019re running an account-based marketing play, then you\u2019ll want to mix in hyperpersonalized, plain-text style emails that are simple and sound like they come from an account manager. This is sometimes done directly through your sales CRM instead of marketing\u2014but whoever is in charge of email should be collaborating with sales on these campaigns.<\/p>\n<p>This example is an outreach email that we sent to new contacts after Salesforce Connections.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/09\/Litmus-event-email.png\" alt=\"\" \/><\/div>\n\n<p>Unlike the campaign types above, an ABM play has to be super tailored to the target\u2019s company, pain points, problems, and likes and dislikes. You\u2019re going to want to get as much data as possible to fuel this\u2014but remember, you don\u2019t need a creepy hook like, \u201cI saw you checking out xyz\u2026\u201d to make someone read your email. Instead, lead with a flagship piece of content, a swag giveaway, an event invitation, or other soft sell.<\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Maximize retail ROI<\/p>\n\t\t\t\t<p>Discover how Litmus helps brands like Costco and Best Buy create impactful, revenue-generating email campaigns.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers?industry_category=retail-ecommerce\" class=\"text-white text-decoration-none\">Explore Case Studies<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2 id=\"best-practices\">B2B email design and content best practices<\/h2>\n<p>The purpose of B2B emails is to familiarize another business or organization with your company, how you can help them, and nurture them to become a customer through email correspondence. While this sounds like a natural progression, the road is not straight and narrow from beginning to end. And the job of email marketing campaigns is to engage every step of the way.<\/p>\n<p>Remember, business decision-makers are still people, and helping them involves an empathetic yet direct approach.<\/p>\n<h3>1. Use conversational language<\/h3>\n<p>Just because you\u2019re sending a B2B email campaign doesn\u2019t mean it needs to sound corporate and stuffy. You can still incorporate personal, conversational language without sounding unprofessional. Doing so can feel much more authentic and real for your subscriber.<\/p>\n<p>Audiences appreciate authenticity and relatability. Staying human with your communication\u2014especially in the age of AI\u2014makes your business more genuine and trustworthy. A great brand experience builds trust quickly. Communicate with empathy for their problems and encourage continued engagement with your brand to learn how you can address obstacles they or their teams are facing.<\/p>\n<h3>2. Make sure the content is accessible and scannable<\/h3>\n<p>B2B email subscribers are busy and likely have a full inbox. Use short, concise sentences in your email copy to quickly convey your message. It\u2019s up to you whether you take a plain text approach or a more designed send, but either way, make it so your audience understands your message right away.<\/p>\n<p>If you\u2019re not sure how to optimize by client, your subscribers\u2019 <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\/\">email client market share<\/a> breakout can tell you. B2B has a reputation for being mostly Outlook users (which brings its own set of challenges, woof!), but you\u2019d be surprised to see how many people check their work email on mobile more often than not.<\/p>\n<p>On average, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/easysendy.com\/mobile-email-open-statistics\/\">61.9% of email users<\/a> read messages on mobile devices and the clock is ticking for those messages to render. Make sure your messages are mobile optimized, for images and texts. Using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/using-responsive-email-templates\/\">responsive email designs<\/a> will allow your emails to show properly. Emails that don\u2019t show up correctly on mobile devices are deleted in just <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.hubspot.com\/marketing-statistics\">three seconds<\/a>.<\/p>\n<p>The biggest mistake we see? Emails with too many CTAs (<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\">calls-to-action<\/a>). Focus your message on only the most important steps you want readers to take, and make them easy to find and follow. Also, consider where the reader is in their journey to make sure the action aligns with their goals at that point, rather than trying to force them to take the next step before they\u2019re ready.<\/p>\n<h3>3. Write engaging subject lines and test them<\/h3>\n<p>Your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/subject-line-tests-and-tips\/\">subject line<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-preview-text-support\/\">preview text<\/a> are your chance to entice your audience and tease your content. Customizing both for every B2B email campaign lets you stand out from the competition, before your email even gets opened.<\/p>\n<p>Tips for writing engaging subject lines and preview text include:<\/p>\n<ul>\n<li aria-level=\"1\">Don\u2019t scream at your subscribers with all-caps or tricky tactics like FWD: or RE:. That gives us the ick.<\/li>\n<li aria-level=\"1\">Use emojis, but do so sparingly and dependent on email clients used by your audience.<\/li>\n<li aria-level=\"1\">Incorporate action words to increase interest and urgency.<\/li>\n<li aria-level=\"1\">Always test and adjust, including your triggered email campaigns.<\/li>\n<\/ul>\n<p>Be sure your subject line and preview text are compelling and complement each other for maximum effectiveness, and address why the reader should open your email.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Drive engagement with dynamic content<\/p>\n\t\t\t\t<p>Personalize emails with live polls, personalized images, scratch-offs, and more. No coding experience required. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/hero_example_email.png\" width=\"210\" height=\"151\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h3>4. Personalize the emails you\u2019re sending<\/h3>\n<p>To create effective B2B <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-plan-your-email-campaign-strategy\">email marketing campaigns<\/a>, it\u2019s important to understand your audience. This is age-old marketing advice that we continue to ignore. You don\u2019t just need to have buyer personas and demographic data; you need to map out the behavioral touchpoints a typical buyer goes through and understand where your emails can help\u2014and what information your audience needs to know when.<\/p>\n<p>Then, you can apply <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\">segmentation and personalization<\/a> to create more customized messages through <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-automation-to-the-rescue-how-to-get-started\/\">automation<\/a> that resonate with your reader.<\/p>\n<p>B2B subscribers always look for solutions and measurable results, mainly the return on investment (ROI) of using a product or service. They want advice and to hear from their peers as often as possible. This should be clearly articulated as it pertains to their position in the company or role in the decision-making process to capture attention quickly and effectively.<\/p>\n<p>Most of all, you should talk to your audience as much as possible through ride-along sales calls, at events, or through surveys and interactive content so you can have a finger on the pulse of what they care about.<\/p>\n<h3>5. Use email content to build progressive profiles<\/h3>\n<p>Every interaction audiences have with your brand is an opportunity to learn more about them and their pain points. This is especially true with email due to direct connection with subscribers who have raised their hands to learn more about your company or product.<\/p>\n<p>B2B emails give your business the perfect opportunity to build your CRM data based on engagement over time. With the help of <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-use-progressive-profiling-to-deliver-personalized-subscriber-experiences\/\">progressive profiling<\/a>, you can create a more robust profile more organically and continue to refine your email <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-are-brands-still-failing-to-deliver-true-11-personalization\/\">personalization strategy<\/a> with every send.<\/p>\n<p>How progressive profiling enhances B2B email strategy ideas:<\/p>\n<ul>\n<li aria-level=\"1\">Initial information can help create segmentation to develop lead-nurture campaigns based on high-level information like job title, company size, and industry.<\/li>\n<li aria-level=\"1\">Profile information helps you communicate more effectively, addressing pain points sooner, and shortening the sales cycle.<\/li>\n<li aria-level=\"1\">Personalized email messages build trust and loyalty between brands and subscribers.<\/li>\n<\/ul>\n<p>Crafting a careful B2B email strategy that incorporates a human approach helps build long-term relationships with the business and the decision maker\u2014and that\u2019s something they will remember.<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Emails that wow, built with ease<\/p>\n\t\t\t\t<p>Drag-and-drop or code from scratch. Sync with your ESP and test in one click. Build emails your way. Ready to build better?\n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"measure-b2b\">How to measure B2B email campaign success<\/h2>\n<p>You already know that email is one of the best tools for B2B marketers\u2014but if you\u2019re not connecting your email marketing campaigns to your KPIs, no one else on the team will believe you. When we asked email marketers about their ROI in the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\">State of Email Report<\/a>, 21% said they do not know how to measure it for their email program. \ud83e\udd2f<\/p>\n<p>Most companies have less than 25% of their marketing personnel dedicated to email, and that means it\u2019s a scramble to get things done. If you want more resources and more support from your organization, you\u2019ve got to prove to leadership that email works. Track important email marketing metrics like:<\/p>\n<ul>\n<li><strong>Revenue per email (RPE)<\/strong>: how much your campaigns actually generate, at least for BOFU emails. Litmus users are 65% more likely to use this as their #1 email marketing metric, compared to non-Litmus users.<\/li>\n<li aria-level=\"1\"><strong>Marketing-qualified leads (MQL)<\/strong>: the subsection of your subscribers who are ready to be handed off for a sales inquiry\/touchpoint, based on their engagement.<\/li>\n<li aria-level=\"1\"><strong>Open rate<\/strong>: The percentage of subscribers who open your email. The average B2B email marketing rate is around 40%, according to our <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.klaviyo.com\/products\/email-marketing\/benchmarks\">friends at Klaviyo.\u00a0<\/a><\/li>\n<li aria-level=\"1\"><strong>Click-through rate (CTR)<\/strong>: the number of emails that receive at least one click, from which you can then calculate conversions.<\/li>\n<li aria-level=\"1\"><strong>Subscriber lifetime value (LTV)<\/strong>: revenue per subscriber, averaged over the duration of the time they subscribe to your emails. This shows why your list is one of your best assets as a marketing team.<\/li>\n<\/ul>\n<p>These metrics matter to your team. But you should also track more email-focused metrics to improve your own operations, like:<\/p>\n<ul>\n<li><strong>Email production time<\/strong>: how fast your team puts together an email from idea to send. When we asked email marketers about their email processes for <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">our annual State of Email survey in 2024<\/a>, 62% of teams said they needed two weeks or more to produce a single email. In 2025, AI-powered processes dropped that number to only 6%.<\/li>\n<li><strong>Unsubscribe rate<\/strong>: the number of people who ask to be removed from your emails. Nobody likes an unsubscribe, but it\u2019s much better than being continuously ignored or reported as spam.<\/li>\n<li><strong>Deliverability rate<\/strong>: the percentage of emails that arrive in subscribers\u2019 inboxes. (<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-difference-between-deliverability-and-delivery-rate\">Deliverability rate is different than delivery rate<\/a>, which just tracks how many emails get to the mailbox, and doesn\u2019t differentiate between inbox or spam filter placement.)<\/li>\n<li><strong>Error rate<\/strong>: The number of rendering errors, typos, or other errors that get sent out to your audience. Typos happen to the best of us, but the cleaner your emails can be, the better your message will get across.<\/li>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Go beyond opens and clicks<\/p>\n\t\t\t\t<p>Brands that use Litmus Email Analytics see a 43% higher ROI than those that don\u2019t. See what you\u2019re missing. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/email-analytics.svg\" width=\"210\" height=\"130\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"case-study\">Case study snapshot: Optimizing your entire B2B email campaign workflow<\/h2>\n<p>B2B teams are under more pressure than ever to produce email campaigns that generate revenue and build a brand at the same time. Here\u2019s how three B2B teams get it all done:<\/p>\n<h3>1. How an email team of one doubled their click-through rate at Zen Internet<\/h3>\n<p>When we asked<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\"> email marketers about their email cadence<\/a>, 58% send emails weekly or several times a week. That\u2019s a lot to ask a team of one, but Lucy Schofield, CRM Marketing Manager at Zen Internet, an ISP, was up for the challenge. Like many small-but-mighty B2B teams, over 80% of their marketing efforts relied on an email marketing campaign.<\/p>\n<p>Lucy and her team turned to Litmus to streamline and enhance their email marketing operations, focusing on an area of the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/successful-email-workflow-management\">email workflow <\/a>that created the most bottlenecks with the broader marketing team: testing.<\/p>\n<p>They chose the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/solutions\/esp\/salesforce-marketing-cloud\">integrated Litmus Email Previews within Salesforce Marketing Cloud<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/extension\">Litmus Extension<\/a> to thoroughly test every email, including those with dynamic content, ensuring a flawless experience for every subscriber. Then, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-guardian\">Litmus Email Guardian<\/a> protects their emails by monitoring them 24\/7, catching errors before emails are sent.<\/p>\n<p>Zen Internet now sends 500 emails per year with complete confidence, knowing each version is flawless and representative of their brand\u2019s high standards.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>Litmus Email Guardian helped us find and fix a broken link before it reached our subscribers which was brilliant. It helped us get ahead of an issue that would have otherwise resulted in a poor customer experience and potentially a loss of trust in our brand.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/06\/Lucy-Schofield.png\" alt=\"Lucy Schofield\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Lucy Schofield<\/strong>\t<br><span class=\"quote-title\">CRM Marketing Manager at Zen Internet<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/lucy-schofield-380981124\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p>On top of the time saved building and testing emails, the email team has consistently maintained high open rates of ~60% and click-to-open rate of ~12% since implementing Litmus. Their testing and approval process used to take an hour and now only takes ten minutes, saving 50 minutes on each email\u2014so their marketing efforts can move forward more smoothly.<\/p>\n<p>\u201cAs a CRM Marketing Manager, it\u2019s my responsibility to be a trailblazer when it comes to finding and implementing best practices that help us save time while maintaining high levels of email quality so we can maximize email revenue,\u201d says Schofield.<\/p>\n<h3>2. How iZotope juggles multi-stakeholder feedback<\/h3>\n<p>iZotope supplies musicians, producers, and audio engineers with intelligent audio technology. iZotope sends an average of 16 campaigns per month across over one million subscribers\u2014but it\u2019s not their email volume that makes it a challenge for their email team of four. It\u2019s the fact that nearly 20 different stakeholders need to review every campaign before it goes live, taking almost a week just for their review process.<\/p>\n<p>\u201cIt felt like we were playing whack-a-mole with issues and feedback that came through during our QA and review process,\u201d says Chanel Friedman, Senior Digital Marketing Specialist at iZotope. \u201cOur team needed a better way to test emails and for all reviewing stakeholders to collaboratively leave feedback so we could incorporate it all efficiently, reducing the amount of review cycles per email.\u201d<\/p>\n<p>With <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/collaboration\/\">Litmus Proof<\/a>, the multitude of stakeholders are able to enjoy a more organized review process in a single, consolidated place to conversationally leave feedback\u2014eliminating the hassle of having to comb through email threads, Google Sheets, and Slack chats to aggregate everyone\u2019s input.<\/p>\n<p>Now, their start-to-finish email production time is only 4 days. Says Friedman, \u201cLitmus has been a game-changer for our email workflow. The ability for stakeholders to leave collaborative, specific, easy-to-understand feedback has been invaluable.\u201d<\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Style meets strategy<\/p>\n\t\t\t\t<p>Discover how Litmus helps fashion brands craft engaging email campaigns that turn subscribers into loyal customers.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers?industry_category=fashion\" class=\"text-white text-decoration-none\">Explore Case Studies<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h3>3. How Zapier keeps their emails error-free across a non-technical team<\/h3>\n<p>Productivity tool (and all-around lifesaver) Zapier\u2019s email marketing team of three relied on the rest of their marketing team members to send and execute emails to achieve their segmentation and cadence strategy. But copying-and-pasting template elements led to errors and a time-consuming QA process that ended up making more work for everyone.<\/p>\n<p>\u201cWe have great marketers on our team\u2014but not everyone is an email expert. Our goal was to introduce a process that gives clear guidance on what to do and what to check for before hitting send,\u201d says Sean Kennedy, Product Marketer at Zapier.<\/p>\n<p>Zapier leveraged Litmus to introduce a formalized email creation and testing process across the team. Rather than a manual testing process that is prone to errors, Zapier\u2019s team now relies on <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\">Litmus Testing<\/a> to walk step-by-step through the most critical elements that can affect email performance.<\/p>\n<p>With automated pre-send checks in Litmus Test as the core of Zapier\u2019s email testing and quality assurance process, the email team can rest assured that every email is thoroughly tested before it is sent\u2014without the email team having to manually fiddle with every element. Says Kennedy, \u201cLitmus allows us to catch errors more easily, and helps us be more aware of how our emails look to our subscribers\u2014insights we did not have before.\u201d<\/p>\n<h2 id=\"tools\">The essential tool stack every B2B email marketing team needs<\/h2>\n<p>A typical B2B email marketing workflow looks like this:<\/p>\n<ol>\n<li aria-level=\"1\">A request comes in for an email. If it fits into the overall email marketing strategy, the email moves forward. A goal, KPIs, and segmentation are chosen.<\/li>\n<li aria-level=\"1\">A designer chooses the layout and imagery (or a template.) Then a copywriter writes the subject line, preheader text, email body, and CTAs.<\/li>\n<li aria-level=\"1\">The email is built by a developer or other team members, such as as Email Marketing Manager.<\/li>\n<li aria-level=\"1\">Stakeholders go around and around with approvals. Finally, the email is ready for final QA and testing, with edits on copy, design, or coding as needed.<\/li>\n<li aria-level=\"1\">The email is scheduled and sent, with an email strategist following up on performance after a certain timeframe.<\/li>\n<\/ol>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-117962\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic.png\" alt=\"Six stages of an email workflow: Strategy, Copywriting, Design, Coding, Feedback, Analysis\" width=\"1000\" height=\"696\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic.png 1000w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic-300x209.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/Email-Workflow-Graphic-768x535.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>\n<p>To make this workflow happen, B2B marketers need one core tool: an email service provider (ESP). A good one handles segmentation and email list management with the building and execution of the email.<\/p>\n<p>When we asked email geeks their favorite, B2B marketers overwhelmingly chose MailChimp. Can you do it all with just your ESP and some Google spreadsheets? Sure. But for your email marketing program to be successful, you\u2019ll also need a few other email marketing tools:<\/p>\n<h2>Tools for designing your emails consistently across multiple teams<\/h2>\n<p>The <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-workflows\">most popular graphic design programs<\/a> email marketers use continue to be dominated by Adobe programs like Photoshop (37%), Illustrator (22%), and InDesign (14%). <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/state-of-email-design-tools#:~:text=but%20DIY%20design%20tools%20are,a%20more%20newbie%2Dfriendly%20tool.\">But it\u2019s no longer the only kind of tool that designers use to get emails out the door<\/a>. The same reason that Adobe tools are great to work with\u2014the amount of customization and control you have as a designer\u2014makes it difficult for someone else to pop in and add their feedback.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-119277\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme-1024x1024.png\" alt=\"Graphic design programs for email marketing\" width=\"1024\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme-1024x1024.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme-300x300.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme-768x768.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Graphic-design-programme.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>DIY design tools like Canva, and more intuitive UX design tools like Figma have also become more popular in recent years. They\u2019re great for many reasons, but especially because email designs are changing from perfectly curated, magazine-spread designs to more zine-y, blocky designs that anyone can create.<\/p>\n<h2>Tools for intuitively building an email with bulletproof code<\/h2>\n<p>Many ESPs have built-in email builders or WYSYWYG editors that you can drag-and-drop elements into. But some email developers may want to code it themselves, or design more intricate emails that require coding from scratch or a snippet library instead of pre-selected elements. For that, may we humbly recommend Litmus Builder?<\/p>\n<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/ezgif.com-gif-maker.gif\" alt=\"\" width=\"800\" height=\"464\" \/>\n<p>Litmus Builder allows you to code emails at scale, with built-in testing tools that keep you in one screen. But if you\u2019re dead set on building an email within your ESP, we also offer Litmus Extension, which allows you to get Litmus features while you\u2019re coding in your ESP.<\/p>\n<h3>Tools for personalizing your emails with dynamic content<\/h3>\n<p>Email personalization can mean \u201cfirst name\u201d merge tags that are often handled by your ESP. But more successful campaigns go beyond that to include dynamic content that engages your subscriber\u2014think live polls, countdown timers, progress bars, and weather reports. With Litmus Personalize, you don\u2019t have to code to be able to use it.<\/p>\n<p><iframe style=\"border: 0;\" title=\"Walnut embedded demo\" src=\"https:\/\/app.teamwalnut.com\/player\/?demoId=cae9c435-baff-4d47-b436-e6aaf4489b83&amp;screenId=6bb84b58-1391-4951-8cfa-05f5f3456b2a&amp;showGuide=true&amp;showGuidesToolbar=true&amp;showHotspots=true&amp;source=app\" name=\"walnut_iframe\" width=\"700px\" height=\"500px\" frameborder=\"none\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-forms allow-downloads allow-popups-to-escape-sandbox\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/p>\n<h3>Tools for pre-send email testing<\/h3>\n<p>When we talk about email testing, we\u2019re talking about two kinds of testing: A\/B testing, which often occurs after an email is sent, and pre-send testing, which previews how your email will appear in different email clients before you send.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-119594\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--1024x586.avif\" alt=\"Screenshot of Litmus email Previews\" width=\"1024\" height=\"586\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--1024x586.avif 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--300x172.avif 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--768x439.avif 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--1536x879.avif 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--scaled.avif 2048w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/08\/Litmus-Previews--1800x1030.avif 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>We got our start at Litmus with our testing and preview tools, and now that email is more complex\u2014there are <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-is-email-rendering-so-complex\">potentially 300,000+ ways an email could render<\/a>\u2014it\u2019s nice to have peace of mind that you won\u2019t have to send another apology email.<\/p>\n<h3>Tools for managing the review process<\/h3>\n<p>Hands up if your review process is the part of the email workflow you dread the most? \ud83d\ude4b\u200d\u2640\ufe0f<\/p>\n<p>That\u2019s because the typical tools for a B2B email review are the same productivity tools you\u2019re already managing\u2014Slack, Google Docs, ad hoc meetings. With so many stakeholders involved in an email send, you need timely responses from everyone and a single place where you can gather feedback, which is why we created Litmus Proof.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-10453\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1-1024x769.png\" alt=\"Proof email testing in Litmus\" width=\"1024\" height=\"769\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1-1024x769.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1-300x225.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1-768x576.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1-1536x1153.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/proof-ui@2x-1.png 1796w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>This eliminates the random stream of feedback from multiple communication channels so you\u2019re not making edits until moments before the final send. Instead, it\u2019s all in one place, and you can easily nudge someone to leave their stamp of approval.<\/p>\n<h3>Analytical tools for monitoring your performance<\/h3>\n<p>Most ESPs have built-in analytical tools, but you may want to add to those by using a third-party analytics tool that digs deeper into your performance.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-118364\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/07\/litmus-analytics-1024x609.webp\" alt=\"Litmus analytics dashboard\" width=\"1024\" height=\"609\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/07\/litmus-analytics-1024x609.webp 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/07\/litmus-analytics-300x178.webp 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/07\/litmus-analytics-768x456.webp 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/07\/litmus-analytics.webp 1240w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>With <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\">Litmus Analytics<\/a>, you don\u2019t need to wrangle a data analyst to get an in-depth look at how your email marketing campaigns are performing. Pull in data from multiple sources to get a better picture of how your campaigns contribute to the bottom line.<\/p>\n<h3>Deliverability tools to optimize for the inbox<\/h3>\n<p>If your emails never reach the inbox, all that work is for nothing. If you\u2019re seeing an unexplained dip in your other email marketing metrics, it may be time to take a look at your deliverability\u2014a mix of your subscriber behavior, your sending behavior, and your infrastructure.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-115797\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-1024x552.png\" alt=\"Results of a Litmus Spam Filter Test being processed and showing initial results for different deliverability filters\" width=\"1024\" height=\"552\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-1024x552.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-300x162.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-768x414.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results.png 1244w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>Double check your email campaigns against common spam filters before you send with Litmus <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\">Spam Filter Testing<\/a>, and then go deeper into diagnosing any deliverability issues with Validity Everest.<\/p>\n<h2 id=\"ai-fit\">Where does AI fit into your email marketing workflow?<\/h2>\n<p>70% of email marketers we talked to for this year\u2019s <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/landing-page\/state-of-email-2025\">State of Email <\/a>report say that up to half of their email marketing operations will be AI-driven by the end of 2026. Email geeks report <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ai-email-workflow\">using artificial intelligence<\/a> in nearly every stage of the email marketing workflow, from copywriting to analytics.<\/p>\n<figure id=\"attachment_117917\" aria-describedby=\"caption-attachment-117917\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-117917 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-1024x830.jpeg\" alt=\"Bar graph from Litmus' State of Email report outlining which uses of AI have been the most impactful in email marketing: 25% gen AI tools, 18% personalizing email content, 16% analyzing campaign performance, 14% optimizing send times, 12% A\/B testing email elements, 12% segmenting audiences, 3% other\" width=\"1024\" height=\"830\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-1024x830.jpeg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-300x243.jpeg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin-768x623.jpeg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/06\/01_AI_EmailMarketin.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-117917\" class=\"wp-caption-text\">Source: State of Email Report 2025<\/figcaption><\/figure>\n<p>AI can do a lot for your email marketing workflow\u2014it\u2019s one of the reasons we released Litmus Assistant in the first place\u2014but remember, your email should still add value to your subscriber, be accessible to all users, and have something to say. Instead of approaching AI as a replacement for certain tasks on your to-do list, t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\">hink of AI as an extension of the automation<\/a> that speeds up your workflow overall.<\/p>\n<p>\u201cAs an email marketer, you\u2019re already doing so much that, for many of us, adding AI feels like one more thing to make you overwhelmed. With AI, I think the idea is not to use it so you can create more new campaigns every day, but so you can manage more personalized, dynamic, or detailed email campaigns that perform better,\u201d says Rafael Viana, Sr. Email Marketing Strategist at Validity.<\/p>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th scope=\"col\">B2B Workflow Stage<\/th>\n<th scope=\"col\">Key Questions<\/th>\n<th scope=\"col\">Tools List<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Strategy<\/td>\n<td>Who will receive this email?<br \/>\nWhat are our goals for its performance?<\/td>\n<td>ESPs like Salesforce, MailChimp, Klaviyo, and Campaign Monitor<\/td>\n<\/tr>\n<tr>\n<td>Design<\/td>\n<td>What will the email look like (front-end)?<\/td>\n<td>Design tools like Figma, Adobe Photoshop, Adobe Illustrator, Canva<\/td>\n<\/tr>\n<tr>\n<td>Build<\/td>\n<td>What will the email look like (back-end)?<\/td>\n<td>Litmus Builder, Litmus Extension, and AI coding tools like GitHub Copilot<\/td>\n<\/tr>\n<tr>\n<td>Personalize<\/td>\n<td>Can we add more engaging elements to the email?<\/td>\n<td>Litmus Personalize<\/td>\n<\/tr>\n<tr>\n<td>Test<\/td>\n<td>How does the email appear in every device and email client?<\/td>\n<td>Litmus Test, Litmus Guardian<\/td>\n<\/tr>\n<tr>\n<td>Review<\/td>\n<td>Does the team approve this email?<\/td>\n<td>Communication tools like Slack, Google Drive, and Litmus Proof<\/td>\n<\/tr>\n<tr>\n<td>Analyze<\/td>\n<td>How did the email perform against our goals?<\/td>\n<td>Litmus Analytics<\/td>\n<\/tr>\n<tr>\n<td>Deliver<\/td>\n<td>Did our email reach the inbox?<\/td>\n<td>Litmus Spam Filter Testing, Validity Everest<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Transform your B2B emails with Litmus<\/h2>\n<p>B2B emails have a reputation for being boring. But they don\u2019t have to be.<\/p>\n<p>Part of why B2B marketers send boring, \u201csafe\u201d emails is because the sheer volume of emails they send can overwhelm a small team. You\u2019re stuck doing more with less, trying to stay on top of complex segmentation, triggered emails, never-ending sales team requests, and a review process that makes you want to throw your computer out the window.<\/p>\n<p>Litmus is here to help with every stage of the B2B email marketing workflow. From easy, no-code personalization tactics to an approvals process that\u2019s easy for everyone, Litmus helps you breathe easy so you can focus on crafting high-quality email marketing campaigns that convert. (And let yourself be more creative.)<\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Take the stress out of sending<\/p>\n\t\t\t\t<p>Catch errors before they reach subscribers. Test rendering, links, and spam scores in seconds with Litmus.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\" class=\"text-white text-decoration-none\">Start email testing<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover top B2B email marketing campaigns\u2014welcome, nurture, webinar invites, re-engagement\u2014and get templates &#038; tips to boost your results.<\/p>\n","protected":false},"author":65,"featured_media":51786,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10438,9363],"blog_category":[10306,53],"class_list":["post-119958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-b2b-marketing","tag-email-marketing-strategy","blog_category-email-marketing-strategy","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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