1,000+ Senior Online Marketing Manager jobs in United States

But if you’re dead set on building an email within your ESP, we also offer Litmus Extension, which allows you to get Litmus features while you’re coding in your ESP. B2B has a reputation for being mostly Outlook users (which brings its own set of challenges, woof!), but you’d be surprised to see how many people check their work email on mobile more often than not. Tabular.email's drag-and-drop email builder offers free designer email templates for you to choose from. This design choice significantly impacts the decision-making process, driving recipients to act quickly on the special offer that aligns well with their needs. Capture your recipients' attention with special offers, free trials, pricing details, and ROI calculations. This evidence of success helps to convince potential customers of the value you offer and encourages them to consider working with you.

You will then receive an email that helps you regain access. I have worked with many of today's leading brands to help them gain a deeper understanding of how their sending practices influence campaign outcomes. I bring 15+ years of experience in the digital marketing/deliverability space to my role. If you’re sending to Google Workspace accounts only, it won’t apply.

• Avoid generic statements like “We’re here to help.” Instead, focus on what matters to your audience and can interest them.
• We also asked marketers to compare deals with and without experiential touchpoints.
• When targeting a particular B2B company, you're really targeting that company's buying center—the group of people who determine whether or not the company purchases your product.

B2B buyers are not swayed by urgency tactics, flashy designs, or discount offers. For a solo consultant or small agency sending a weekly newsletter, it covers the basics. AWeber provides basic email marketing for B2B companies with simple needs – a monthly newsletter and basic welcome sequence. Still growing its feature set – no CRM, no lead scoring, and limited segmentation compared to mature B2B tools. The trade-off is complexity – expect a meaningful setup investment, and you will need someone on your team comfortable building automations.

LinkedIn respects your privacy

A good one handles segmentation and email list management with the building and execution of the email. Then, you can apply segmentation and personalization to create more customized messages through automation that resonate with your reader. We reserve some of our best email designs for our events. These automated email campaigns at a set cadence can be an email marketer’s superweapon for building relationships. Think about introducing several different flows based on behavioral triggers like downloading an asset, attending an event, or making a purchase. Finish with an invitation for a free trial, if that’s something you offer.

Corporate jargon and feature lists don’t move people to action. They build structured content maps, matching each asset to a buyer persona and funnel stage. Your prospects aren’t waiting to hear your company news, they’re looking for solutions to their problems. Use these tools before launching major campaigns, as well as after making changes to templates or sending domains.

B2B SaaS Funnel Conversion Benchmarks by Channel

Did you know that personalization within B2B email marketing helps, as well? If you’re like most people, when you check your email, you’ll initially glance through the subject and sender line. Our first set of best practices focuses on preparing your infrastructure for future campaigns and dynamic content. While promotions are occasionally used, most B2B buyers need to make an informed decision, rather than jumping on an offer in an email newsletter. Customer.io is a flexible email marketing automation tool designed for data-driven B2B marketers.

Let’s dive into the most effective strategies for B2B email marketing in 2025, including personalization, segmentation, automation, and more. A strong B2B email strategy helps businesses educate leads, nurture relationships, and guide prospects through the funnel. Using simple and short descriptions accompanied by illustrations, the team tells their clients what each feature offers and how it will benefit them, avoiding cognitive overload.

It’s a direct connection

Automation enables consistent nurturing at scale while maintaining personalization and perfect timing. This improvement comes from both increased relevance and resonance with recipients, as well as improved deliverability. Effective personalization demonstrates genuine understanding of the recipient's business email marketing b2b context and challenges. Once you've established strong foundations, these advanced techniques come into play, driving higher engagement and conversion while generating positive signals that improve email deliverability over time.

Personalization and Segmentation

But if you go silent for weeks or months, people forget who you are – and it hurts your domain, too. This approach helps you build trust with inbox providers like Gmail and Outlook. You need to warm it up first by gradually sending in small batches.

B2B marketers usually employ the power of lead magnets, an irresistible offer in exchange for a visitor’s email address, to increase their signup rate. ActiveCampaign offers advanced automation logic with a user-friendly editor, making it a top choice for growing businesses focused on personalized communication. Marketing automation has come a long way from “just sending newsletters.” In 2025, it’s the engine behind personalized journeys, real-time engagement, and data-driven growth. To grow a quality email list, offer something of value in exchange for an email address. The most successful marketing email strategies start with smart segmentation based on how their customers operate. Brands that treat segmentation as an evolving strategic asset rather than a one-time exercise create sustainable differentiation in increasingly crowded markets.

Step 1. Email marketing strategy

CRM data points for personalization include interaction history, content consumption, sales cycle position, stakeholder mapping, and custom fields relevant to your solution. Like synchronized swimmers, marketing and sales must coordinate their movements to create a cohesive experience that moves prospects smoothly through the buying journey. Like a navigation system providing continuous course correction, proper monitoring helps you identify and address issues before they significantly impact performance. For specific industry benchmarks on these metrics, see our comprehensive email deliverability guide. These technical standards work together to prevent spoofing and build domain credibility.