Deciding what type of content to include in your B2B marketing emails depends on what type of email you are sending.
There are three main categories of B2B emails, these include:
- Informative Emails
- Transactional Emails (Welcome, Thank you, Confirmation)
Below we will outline what type of content you should include for each type of email.
Informative B2B Emails
What do we mean by informative? Aren’t all emails informative by nature?
What differentiates this type of email is the importance of its content. The content of these emails wouldn’t be added to a B2B email marketing newsletter, because the content is too important to be bunched in with other information. This type of email communicates things like policy updates, new product or service announcements, company changes, or upcoming speaking engagements or events.
Informative B2B emails should stay focused—choose one to two topics so that communication remains clear, to-the-point, relevant, and easy to understand. If you want the reader to take action, include an easily identifiable CTA that takes the reader to a dedicated landing page for that offer, update, or event.
Personalization of this type of email is also appropriate. Whether you use a segmented list, or a custom personalized greeting, this personal touch will help to increase click-through rates.
B2B Email Marketing Newsletter
The function of a B2B email marketing newsletter is different from that of a B2C email newsletter. In B2C industries,…