Why B2B Email Marketing is Like Cupcakes


If you’re like me, then you have several email accounts. You probably also have way too many emails in your inboxes! I have my work email address, my main email address and a couple go to email addresses I only use if I’m required to give an email address but I’m not sure if I really want to be signed up for an offer. On top of all this, I’m also subscribed to several newsletters and blog update emails because I obviously need more to read everyday.

One newsletter in particular I signed up for because I was genuinely interested in the information. It was a blog about copywriting, and I’m always interested in anything that will make me better at what I do. After I signed up, I noticed their email in my inbox 2-3 times a week. Each email they sent had four or five articles per newsletter. These were substantial 1,000-1,500 word articles as well. To read all the articles they were sending me would have been the same as reading a book about copywriting every week. While I wouldn’t mind reading a book about copywriting a week, I would rather read the actual book instead of an article about a book about copywriting. In short, reading this newsletter just became a chore, and overwhelmed with the sheer volume of stuff they wanted me to read, I had to unsubscribe.

In contrast, there’s another newsletter I’m subscribed to that I’ve been following for years. Over the past three years I’ve been subscribed to this newsletter, they’ve never changed their template. It’s the same colors and graphics every week, but the information is short and sweet. It’s also practical, useful and readily applicable. Even still today, I get excited when I see it in my inbox, and I always open it immediately. This newsletter is a treat for me to read every week!

That’s what your B2B email marketing campaign should be for your readers: a treat! You want your content to be interesting, practical and easily digestible. You also don’t want to send it to your subscribers too often. A cupcake once a week or twice a month is fine, but 2-3 a day could make you sick and turn you off from cupcakes forever.

When putting together your B2B email marketing campaign:

  • Make your content interesting, relevant, and easily digestible for your reader. Why did your reader sign up for your email? Did they fill out a form for an offer? What was that offer? How well do you know your reader? Are they potential clients or returning customers? What were they expecting when they signed up? If they were expecting a cupcake from you, you don’t want to give them broccolli.
  • Limit the number of B2B emails you’re sending every month. We usually send out emails for our clients once a week, but some of our clients prefer to send out emails once a month. How often you send out emails will depend on your company and your goals for your B2B email campaign. The trick is to remind your readers that you still exist without overburdening them with information.
  • Remember graphics are important but not as important as your content. Think of graphics as the sprinkles on your B2B email content. The sprinkles make the cupcake look appetising, but no amount of sprinkles can fix a nasty cupcake.

And don’t forget to check in on your e-mail metrics like click through and unsubscribe rate. Knowing what interests your reader will help you know whether or not you’re getting the content just right.


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