B2B Email Marketing Guide for Automation Marketers

Is your B2B company increasing its bottom line and client list through email? If not, now’s the time to start. B2B marketing automation could easily become your company’s most powerful asset.

By coupling your email marketing efforts and automation, you can easily nurture leads and generate sales.

5 B2B marketing automation examples for your email campaigns

In this guide, we’ll detail the five most important ways you can actually automate your emails, so your B2B company is reaping the benefits of email without putting in extra work.

1. Automate every channel leading back to your signup form

First, funnel prospects to your signup form, where they can provide their email addresses.

You can easily do this with quality blog content. Provide blog posts and content upgrades that answer common questions in your industry.

Your blog posts can include a CTA that prompts readers to sign up for emails. Content upgrades further incentivize readers to join your list, as they’ll receive something valuable (like a white paper or ebook).

Another funnel option is social media, where you can regularly post a link to your signup form. For best results, link back to a blog post that has one of the CTAs mentioned above. It’s always better to offer prospects something of value in exchange for their information.

Using these two channels together will make building your list much easier. In order to streamline this process, use an automation platform to consistently publish your blogs and social media posts.

2. Send out a welcome message right away

Some companies wait on sending the initial message after a prospect provides their email address.

For example, they might have a signup form for their waitlist. So, in the future, they’ll send out an email when their course is available, a sale begins, or some other important date comes along.

Obviously, it’s a great idea to send out that kind of email (another opportunity to use B2B marketing automation), but automating a welcome email is just as important.

For one thing, if you wait too long to send your first email, your prospect may not even remember why they signed up for it in the first place. You could drastically reduce the potential ROI for your list, all because you didn’t automate a welcome email that went out immediately after a signup confirmation.

Additionally, real-time welcome emails lead to 10x the transaction rates and revenues than those sent in batches. This gives you a huge advantage, and with B2B marketing automation, there’s virtually no overhead.

These emails don’t need to be complex. Here’s an example of a successful welcome email from Demco, a company that sells office furniture and supplies:

b2b marketing automation

It’s a simple, straightforward message that introduces the company and succinctly explains how it can help the recipient.

It even incentivizes the recipient to make a purchase.

3. Implement segmentation ASAP

The other great thing about sending a welcome email? You can begin segmenting your email list that much sooner.

Unless all your recipients have the exact same needs and currently sit in the exact same phase of their buyer’s journey (they don’t), you need to split up your list to make your email messages more relevant.

Fortunately, this is another chance to leverage B2B marketing automation. But how? Simply include some kind of actionable opportunity in the body of your message.

Of course, your first step is enticing readers to open your message and collecting data on those who do. Instead of having one of your staff members manually check which recipients opened an email, you can assign marketing automation the task.

There’s also plenty of opportunity to segment the message once it’s opened. Use B2B marketing automation to segment, separating those who clicked through and those who didn’t.

4. Sending an order confirmation email

Just like with the initial welcome email, it can be tempting to discount the importance of an order confirmation email.

After all, it’s little more than a receipt, right?


Your company’s order confirmation emails are yet another opportunity to use B2B marketing automation and increase your revenue by encouraging more orders in the future.

Let’s take a look at a simple example from GoDaddy:

b2b marketing automation

Clearly, this was an automated email.

Nonetheless, it covers all the basic information a customer should expect after placing an order.

The company provides the customer number, username, and receipt number. There’s even an opportunity to provide feedback.

Toward the bottom, we can also see GoDaddy is taking the opportunity to cross-sell the customer on adding another purchase.

The AFPA (American Fitness Professional & Associates) cross-sells with their confirmation emails, too.

They actually offer two options, improving their chances of success.

b2b marketing automation

Requesting referrals is another smart way to earn business through automated confirmations. Once again, the costs are minimal. You could even land a brand-new customer for a very small referral fee.

When companies sign up to use Box, the company sends an email that points them back to this referral page:

b2b marketing automation

Under “Next Steps,” you’ll see that Box uses marketing automation to send another email after a client finishes this referral program signup form.

In any case, all of this is possible–and easy–by leveraging automation any time your company receives an order.

5. Triggered emails based on other events

A triggered email is exactly what it sounds like: when an email is sent because a certain event triggered it. All the automated emails we’ve covered are examples.

However, it’s important to remember that you can send emails, even when clients don’t trigger them. With automation, you can simply set rules that decide when to trigger another message.

For example, a week after signing up for a Buffer account, the company sends businesses an email:

b2b marketing automation

The email simply reminds the reader of Buffer’s useful content.

Still, it’s a smart way to increase engagement with their blog and remind their customers that their app is ready and waiting.

Name Badge Productions is another company that does this well. They manufacture name badges, name tags, ribbons, magnetic products, organizers, and lanyards for other businesses.

The email below is one they send out to clients who recently ordered promotional products.

b2b marketing automation

Clearly, they’ve looked at their data and realized how often the average company puts on events. They know when their marketing automation platform should send emails to encourage more orders.

They even go provide a link to review past orders, making it that much easier to purchase the same items again.

Marketing automation doesn’t require losing a personal touch

One criticism of marketing automation is its impersonal nature.

Sure, an order confirmation email may not seem lovingly crafted, but it should feel like it was written by a human. Even automated emails should avoid coming across too robotic or cold. You want your clients to feel like real people in real companies, rather than numbers or sales leads.

This is why we want to highlight an amazing automated message from Drift:

personalized b2b marketing automation

Drift actually acknowledges the use of marketing automation, but the message goes on to tell the recipient who’s in charge of their lead marketing. Plus, Drift makes an effort to interact with the recipient.

Don’t try to disguise your automated emails. Be upfront about your business.

At the same time, take a page out of Drift’s marketing book and show a bit of personality, too. Make sure the client knows that, if they need anything, a real human being can be contacted at any time.

Wrap up

These days, it’s impossible to make the most of B2B email marketing without an automation platform.

While there will always be a place for the occasional personal email to your clients, business-to-business marketing automation is now a must.

Take advantage of the five opportunities above, and you’ll quickly see more engagement, purchases, and customers. Learn more about streamlining your B2B email process with Delivra. Request a demo today.

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