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Tips for Engaging B2B Clients through Email Marketing

Email marketing is a great way to keep in contact with B2B clients. Usually we think of email marketing as a way of selling products to end consumers, however for B2B clients email can be used as a way to educate them about your business and communicate details of your business’ products and services to your target market. Email marketing can be used for lead generation and gaining new contacts to implement other email communication tactics for.

Best Practices for Email Marketing Successes:


The companies that have top performing email marketing programs use more varied email tactics and get their email campaigns to bring in a higher ROI.  Trust is a valuable feature for B2B email marketing.  When companies instill trust, it means successful email campaigns:

  • Lower Bounce Rates
  • Lower Unsubscribe Rates
  • Higher Subscribe Rates
  • Increased Opens and Engagement also Increase Deliverability


It is very important to maintain engagement from those you are emailing because if they do not engage with your emails (engage meaning open, click through, forward, reply), then the email service providers are less likely to continue delivering your emails, even if the recipients have subscribed to them.

Testing for Email Deliverability

In order to ensure that any email marketing campaign is successful, testing must be done to find out what tactics work best. Among studies and B2B email testing from the MarketingProfs, the following results were uncovered:

  • 58% test to see what type of content results in the best click-through-rates.
  • 57% test for a correlation between subject lines and open rates.
  • 46% test to see how the time of day effects open rates.
  • 44% say sending emails on Tuesday results in better open rates.
  • 53% say Friday is the worst day for email open rates.
  • 53% have had the most success sending emails between 8 am and 12 pm.


Other areas that you can test to see what works best when emailing your own list are subject lines and the different types of content. Your client base relies on you to be an authority and give them information, content, data and in some cases educate them, therefore, it is imperative to know what your email subscribers are looking for and what makes them open and engage with your emails.

Bio: Andrew Whitaker is author and Brand Manager for He enjoys writing about marketing and business topics.