Key takeaways ✨
- E-mail stays the best ROI channel for B2B, delivering a 36:1 return and providing distinctive alternatives for personalised, permission-based engagement.
- Profitable B2B campaigns concentrate on relationship-building and training over an extended gross sales cycle, with marketing campaign sorts starting from welcome emails to ABM outreach.
- Efficient B2B e-mail content material is human, concise, mobile-optimized, and personalised to construct belief and relevance over time.
B2C, they’ve it really easy. Whereas preferences and value factors could differ, there’s no scarcity of stuff folks need and wish—footwear, snacks, devices, toys. Issues folks covet, save up for, or impulse purchase.
However B2B entrepreneurs…effectively, if solely promoting cloud computing or point-of-sale programs had been as straightforward as a pair of footwear. An impulse purchaser in B2B-land is uncommon. It’s not like prospects stroll round their day by day lives pondering, “If solely I had a best-in-class instrument that will streamline my workflow so I might circle again…” 🙃
E-mail advertising and marketing for B2B could also be extra critical, but when there’s something we’ve discovered at Litmus, it’s that e-mail is something however boring. Since potential clients are already 57% of the way in which to creating a call earlier than they actively have interaction with gross sales, it’s necessary to be intentional with how and while you talk your message by tapping into B2B e-mail marketing campaign concepts with confirmed success.
On this submit, we’re nerding out on all issues B2B e-mail advertising and marketing. It’s based mostly on our crew’s deep expertise in advertising and marketing and our favourite B2B campaigns we’ve seen within the wild that show B2B entrepreneurs can have slightly enjoyable whereas chasing leads.
Desk of contents
E-mail is the best ROI channel for B2B—are you profiting from it?
B2B entrepreneurs proceed to depend on their only channel—e-mail—on account of its confirmed efficiency and a 36:1 return on funding (ROI). We have now been arguing about whether or not e-mail is lifeless for the reason that early aughts, however it’s nonetheless (nonetheless!) probably the greatest methods to attach together with your viewers.
Why is e-mail so impactful for B2B audiences? As a result of it stays one of many few private areas that your subscribers voluntarily ask to your messaging. Entrepreneurs have two sorts of modalities to work with when vying for his or her audiences’ consideration: interruption or permission. E-mail requires a subscriber’s permission—that means that subscriber desires to listen to from you as a result of they’re fascinated about what you must say.
This will get much more highly effective when you concentrate on the mountains of information you could have entry to about your B2B viewers: the place they work, what they do, what they click on, what issues you’ll be able to resolve. By combining a relationship-focused, human-to-human messaging model with data-driven, personalised advertising and marketing ways, you’ll be able to place your product as one thing they want for his or her group.
B2B e-mail isn’t simply B2C with an extended gross sales cycle
CategoryPointsHow B2B e-mail advertising and marketing is totally different from B2CEmpower consumers not simply to buy for themselves, however as a part of a committee of stakeholders liable for procurement.How B2B e-mail advertising and marketing is totally different from B2CBuild relationships over a for much longer gross sales cycle.How B2B e-mail advertising and marketing is totally different from B2CUse behavioral and third-party knowledge to match consumers in opposition to the place they’re within the gross sales cycle and market to them accordingly.How B2B e-mail advertising and marketing is much like B2CAccessible e-mail designs that everybody can have interaction with it doesn’t matter what machine or e-mail shopper they’re utilizing.How B2B e-mail advertising and marketing is much like B2CHigh-quality copywriting and imagery that speaks on to an viewers’s ache factors.How B2B e-mail advertising and marketing is much like B2CPersonalization that speaks to what that subscriber is pondering, feeling, and experiencing.
The typical B2B gross sales cycle is between one and three months, in keeping with knowledge analytics firm Databox. That’s for much longer than the scroll-purchase-scroll-purchase cycle that retail enjoys. However B2B e-mail advertising and marketing isn’t simply B2C ways stretched out over time. Your emphasis as a B2B marketer ought to be far more on relationship-building and training than B2C’s gross sales drumbeat and new drops.
A B2B e-mail marketing campaign addresses the corporate’s challenges or ache factors, working to coach them and correspond with their place within the journey from consciousness, consideration, resolution making, and at last, loyalty and advocacy. You’re partaking with resolution makers individually, and collectively, who’re making buy choices on behalf of their workplace by work e-mail. Use e-mail to facilitate direct communication and get to the basis of their function for connecting with you so you’ll be able to assist them discover options.
“E-mail is only one touchpoint in advanced buyer journeys, making its particular contribution tough to isolate. For B2B or high-consideration purchases, an e-mail’s affect could not materialize for weeks or months,” says Ling Zhang, Principal Product Supervisor at Oracle CX.
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Important B2B e-mail marketing campaign sorts and examples
What makes an ideal B2B e-mail? The most well-liked e-mail sort that B2B entrepreneurs ship is a buyer engagement e-mail.
Supply: State of E-mail Report 2025
Let’s check out the most typical marketing campaign sorts and a few nice examples we’ve seen within the wild.
Welcome emails for B2B onboarding
Very first thing’s first: introducing who you’re, what you do, and how one can assist resolve their issues in a devoted welcome e-mail. That is your finest likelihood to make a great first impression, so make it depend!
You may maintain it excessive degree, like this one:
Or begin with a fast to-do record as they get began within the product, like this one:
It doesn’t matter what, maintain it tremendous easy. What’s nice about this Shopify e-mail is that it factors them again into the product, the place your in-app welcome stream can do the remainder. The sooner they get worth out of your product, the higher:
Lead nurturing drip campaigns
The factor about advertising and marketing to a B2B viewers is that they’re your emails with a enterprise lens. You may’t simply bang the purchase, purchase, purchase drum and count on to see an uptick in something however unsubscribes (or possibly even spam complaints.) That’s why dropping somebody right into a nurture stream must be deliberately mapped out so that you’re not overloading them with product-y data too rapidly. stream seems to be one thing like this:
Begin with a flagship piece of content material that hits on their ache factors and gives detailed solutions on how you can repair them:
An e-mail that introduces the product:
A light-weight-touch case examine e-mail like this one:
End with an invite for a free trial, if that’s one thing you supply. If not, make a pitch:
That is only a primary nurture stream. Take into consideration introducing a number of totally different flows based mostly on behavioral triggers like downloading an asset, attending an occasion, or making a purchase order. These automated e-mail campaigns at a set cadence could be an e-mail marketer’s superweapon for constructing relationships.
Webinar and occasion promotion emails
We reserve a few of our greatest e-mail designs for our occasions. Partially as a result of there’s already an ideal theme going, and partially as a result of we wish our fellow #emailgeeks to really feel like they’re already immersed within the expertise of the occasion.
For giant-ticket occasions, your audio system are every part. This newspaper-style e-mail is such a enjoyable strategy to make that announcement:
For smaller occasions or meetups, take into account including a layer of personalization so that you’re solely sending your invitation to these subscribers whose workplaces are in a sure radius. Should you don’t have entry to that knowledge, this article from Zendesk does an ideal job providing up the choices with out overwhelming the reader:
And when you’ve got a sales space at a big-name tradeshow, be certain that your viewers is aware of. It is a nice fast e-mail to occasion attendees. Work with the primary occasion sponsor for the e-mail record.
And don’t neglect to ship a recap to all your new leads:
Newsletters
Newsletters are the spine of B2B e-mail advertising and marketing. What so many individuals are lacking proper now with AI-everything is that your viewers signed up to your emails to listen to your model’s distinctive POV out there. Which implies they need to learn your weblog posts, hearken to your podcast, or watch your webinars, relying on the viewers and the subject. Use the info you could have available to determine what content material sorts are hottest and play these up to your publication.
This one from Figma seems to be straight out of {a magazine} (very on model):
And we love a great vintage-y second:
It is a good approach of sending a meaty publication that provides worth with no need to click on one thing else:
In fact, we’d like to ship you our subsequent Litmus Information publication, the place you could find our common information and #emailgeek tidbits! Join Litmus Information right here.
Product bulletins or function launches
With product bulletins, you need to go large. Your e-mail ought to be a part of a a lot bigger marketing campaign that hits each doable touchpoint to your viewers.
This e-mail seems to be like a publication, however is known as a product-driven marketing campaign, main with with a newscaster-style video on the high earlier than diving into the extra detailed function launches:
You may go along with a extra designed e-mail, like this one which goes over options and advantages in a traditional z-design:
Or a extra heartfelt letter-style e-mail like this one from Airtable:
What’s nice about this model is that it actually provides you house to inform your broader model story. Right here, Airtable’s CEO is speaking about the place this product sits of their portfolio, the way it modifications their present options, and why it issues to them personally. For subsequent steps, they embrace an invite to a demo, which is a good product CTA for prospects or present clients.
Buyer retention and advocacy campaigns
A lot of our efforts as e-mail entrepreneurs goes into acquisition, when it’s not your solely progress lever to drag. Locking in an ideal buyer retention technique means focused emails that assist nudge your clients additional into your product, making it extra important to their workday (and serving to them get extra worth from the product to allow them to shout from the rooftops about how nice it’s.)
First, assume by a retention model of your different nurture flows based mostly on buyer conduct. In the event that they haven’t used a sure function in 90 days, for instance, or you recognize it’s slightly hidden within the UI, ship them a marketing campaign like this:
One other strategy to get your clients extra enthusiastic about your product is to present them a rundown of product data. It is a well-designed, newsletter-style e-mail that’s pleasing to the attention:
However you can too maintain it easy, specializing in a single core motion to your product:
ABM e-mail campaigns
Should you’re operating an account-based advertising and marketing play, then you definitely’ll need to combine in hyperpersonalized, plain-text model emails which can be easy and sound like they arrive from an account supervisor. That is typically accomplished immediately by your gross sales CRM as an alternative of promoting—however whoever is in control of e-mail ought to be collaborating with gross sales on these campaigns.
This instance is an outreach e-mail that we despatched to new contacts after Salesforce Connections.
Not like the marketing campaign sorts above, an ABM play must be tremendous tailor-made to the goal’s firm, ache factors, issues, and likes and dislikes. You’re going to need to get as a lot knowledge as doable to gasoline this—however bear in mind, you don’t want a creepy hook like, “I noticed you trying out xyz…” to make somebody learn your e-mail. As an alternative, lead with a flagship piece of content material, a swag giveaway, an occasion invitation, or different smooth promote.
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Uncover how Litmus helps manufacturers like Costco and Greatest Purchase create impactful, revenue-generating e-mail campaigns.
B2B e-mail design and content material finest practices
The aim of B2B emails is to familiarize one other enterprise or group together with your firm, how one can assist them, and nurture them to turn into a buyer by e-mail correspondence. Whereas this appears like a pure development, the highway is just not straight and slender from starting to finish. And the job of e-mail advertising and marketing campaigns is to have interaction each step of the way in which.
Bear in mind, enterprise decision-makers are nonetheless folks, and serving to them includes an empathetic but direct strategy.
1. Use conversational language
Simply since you’re sending a B2B e-mail marketing campaign doesn’t imply it must sound company and stuffy. You may nonetheless incorporate private, conversational language with out sounding unprofessional. Doing so can really feel far more genuine and actual to your subscriber.
Audiences admire authenticity and relatability. Staying human together with your communication—particularly within the age of AI—makes your corporation extra real and reliable. An important model expertise builds belief rapidly. Talk with empathy for his or her issues and encourage continued engagement together with your model to study how one can handle obstacles they or their groups are going through.
2. Be sure that the content material is accessible and scannable
B2B e-mail subscribers are busy and certain have a full inbox. Use brief, concise sentences in your e-mail copy to rapidly convey your message. It’s as much as you whether or not you’re taking a plain textual content strategy or a extra designed ship, however both approach, make it so your viewers understands your message immediately.
Should you’re undecided how you can optimize by shopper, your subscribers’ e-mail shopper market share breakout can inform you. B2B has a popularity for being largely Outlook customers (which brings its personal set of challenges, woof!), however you’d be shocked to see how many individuals test their work e-mail on cellular most of the time.
On common, 61.9% of e-mail customers learn messages on cellular gadgets and the clock is ticking for these messages to render. Be sure that your messages are cellular optimized, for photographs and texts. Utilizing responsive e-mail designs will enable your emails to indicate correctly. Emails that don’t present up accurately on cellular gadgets are deleted in simply three seconds.
The largest mistake we see? Emails with too many CTAs (calls-to-action). Focus your message on solely a very powerful steps you need readers to take, and make them straightforward to search out and observe. Additionally, take into account the place the reader is of their journey to verify the motion aligns with their objectives at that time, quite than making an attempt to pressure them to take the subsequent step earlier than they’re prepared.
3. Write partaking topic strains and take a look at them
Your topic line and preview textual content are your likelihood to entice your viewers and tease your content material. Customizing each for each B2B e-mail marketing campaign permits you to stand out from the competitors, earlier than your e-mail even will get opened.
Suggestions for writing partaking topic strains and preview textual content embrace:
- Don’t scream at your subscribers with all-caps or difficult ways like FWD: or RE:. That offers us the ick.
- Use emojis, however achieve this sparingly and depending on e-mail purchasers utilized by your viewers.
- Incorporate motion phrases to extend curiosity and urgency.
- All the time take a look at and modify, together with your triggered e-mail campaigns.
Make certain your topic line and preview textual content are compelling and complement one another for optimum effectiveness, and handle why the reader ought to open your e-mail.
Drive engagement with dynamic content material
Personalize emails with reside polls, personalised photographs, scratch-offs, and extra. No coding expertise required. Be taught extra.
4. Personalize the emails you’re sending
To create efficient B2B e-mail advertising and marketing campaigns, it’s necessary to know your viewers. That is age-old advertising and marketing recommendation that we proceed to disregard. You don’t simply have to have purchaser personas and demographic knowledge; you could map out the behavioral touchpoints a typical purchaser goes by and perceive the place your emails may also help—and what data your viewers must know when.
Then, you’ll be able to apply segmentation and personalization to create extra custom-made messages by automation that resonate together with your reader.
B2B subscribers at all times search for options and measurable outcomes, primarily the return on funding (ROI) of utilizing a services or products. They need recommendation and to listen to from their friends as typically as doable. This ought to be clearly articulated because it pertains to their place within the firm or position within the decision-making course of to seize consideration rapidly and successfully.
Most of all, you must discuss to your viewers as a lot as doable by ride-along gross sales calls, at occasions, or by surveys and interactive content material so you’ll be able to have a finger on the heart beat of what they care about.
5. Use e-mail content material to construct progressive profiles
Each interplay audiences have together with your model is a chance to study extra about them and their ache factors. That is very true with e-mail on account of direct reference to subscribers who’ve raised their fingers to study extra about your organization or product.
B2B emails give your corporation the proper alternative to construct your CRM knowledge based mostly on engagement over time. With the assistance of progressive profiling, you’ll be able to create a extra strong profile extra organically and proceed to refine your e-mail personalization technique with each ship.
How progressive profiling enhances B2B e-mail technique concepts:
- Preliminary data may also help create segmentation to develop lead-nurture campaigns based mostly on high-level data like job title, firm dimension, and trade.
- Profile data helps you talk extra successfully, addressing ache factors sooner, and shortening the gross sales cycle.
- Customized e-mail messages construct belief and loyalty between manufacturers and subscribers.
Crafting a cautious B2B e-mail technique that comes with a human strategy helps construct long-term relationships with the enterprise and the choice maker—and that’s one thing they’ll bear in mind.
Emails that wow, constructed with ease
Drag-and-drop or code from scratch. Sync together with your ESP and take a look at in a single click on. Construct emails your approach. Able to construct higher?
Methods to measure B2B e-mail marketing campaign success
You already know that e-mail is among the finest instruments for B2B entrepreneurs—however when you’re not connecting your e-mail advertising and marketing campaigns to your KPIs, nobody else on the crew will imagine you. After we requested e-mail entrepreneurs about their ROI within the State of E-mail Report, 21% stated they have no idea how you can measure it for his or her e-mail program. 🤯
Most firms have lower than 25% of their advertising and marketing personnel devoted to e-mail, and which means it’s a scramble to get issues accomplished. In order for you extra sources and extra assist out of your group, you’ve received to show to management that e-mail works. Monitor necessary e-mail advertising and marketing metrics like:
- Income per e-mail (RPE): how a lot your campaigns truly generate, at the least for BOFU emails. Litmus customers are 65% extra seemingly to make use of this as their #1 e-mail advertising and marketing metric, in comparison with non-Litmus customers.
- Advertising and marketing-qualified leads (MQL): the subsection of your subscribers who’re able to be handed off for a gross sales inquiry/touchpoint, based mostly on their engagement.
- Open price: The share of subscribers who open your e-mail. The typical B2B e-mail advertising and marketing price is round 40%, in keeping with our mates at Klaviyo.
- Click on-through price (CTR): the variety of emails that obtain at the least one click on, from which you’ll then calculate conversions.
- Subscriber lifetime worth (LTV): income per subscriber, averaged over the length of the time they subscribe to your emails. This reveals why your record is one in all your finest belongings as a advertising and marketing crew.
These metrics matter to your crew. However you must also monitor extra email-focused metrics to enhance your personal operations, like:
- E-mail manufacturing time: how briskly your crew places collectively an e-mail from concept to ship. After we requested e-mail entrepreneurs about their e-mail processes for our annual State of E-mail survey in 2024, 62% of groups stated they wanted two weeks or extra to supply a single e-mail. In 2025, AI-powered processes dropped that quantity to solely 6%.
- Unsubscribe price: the quantity of people that ask to be eliminated out of your emails. No one likes an unsubscribe, however it’s a lot better than being repeatedly ignored or reported as spam.
- Deliverability price: the share of emails that arrive in subscribers’ inboxes. (Deliverability price is totally different than supply price, which simply tracks what number of emails get to the mailbox, and doesn’t differentiate between inbox or spam filter placement.)
- Error price: The variety of rendering errors, typos, or different errors that get despatched out to your viewers. Typos occur to the very best of us, however the cleaner your emails could be, the higher your message will get throughout.
Transcend opens and clicks
Manufacturers that use Litmus E-mail Analytics see a 43% greater ROI than those who don’t. See what you’re lacking. Be taught extra.
Case examine snapshot: Optimizing your total B2B e-mail marketing campaign workflow
B2B groups are underneath extra strain than ever to supply e-mail campaigns that generate income and construct a model on the identical time. Right here’s how three B2B groups get all of it accomplished:
1. How an e-mail crew of 1 doubled their click-through price at Zen Web
After we requested e-mail entrepreneurs about their e-mail cadence, 58% ship emails weekly or a number of instances every week. That’s rather a lot to ask a crew of 1, however Lucy Schofield, CRM Advertising and marketing Supervisor at Zen Web, an ISP, was up for the problem. Like many small-but-mighty B2B groups, over 80% of their advertising and marketing efforts relied on an e-mail advertising and marketing marketing campaign.
Lucy and her crew turned to Litmus to streamline and improve their e-mail advertising and marketing operations, specializing in an space of the e-mail workflow that created essentially the most bottlenecks with the broader advertising and marketing crew: testing.
They selected the built-in Litmus E-mail Previews inside Salesforce Advertising and marketing Cloud and Litmus Extension to totally take a look at each e-mail, together with these with dynamic content material, guaranteeing a flawless expertise for each subscriber. Then, Litmus E-mail Guardian protects their emails by monitoring them 24/7, catching errors earlier than emails are despatched.
Zen Web now sends 500 emails per yr with full confidence, understanding every model is flawless and consultant of their model’s excessive requirements.
“Litmus E-mail Guardian helped us discover and repair a damaged hyperlink earlier than it reached our subscribers which was sensible. It helped us get forward of a problem that will have in any other case resulted in a poor buyer expertise and probably a lack of belief in our model.“
Lucy Schofield
CRM Advertising and marketing Supervisor at Zen Web
On high of the time saved constructing and testing emails, the e-mail crew has persistently maintained excessive open charges of ~60% and click-to-open price of ~12% since implementing Litmus. Their testing and approval course of used to take an hour and now solely takes ten minutes, saving 50 minutes on every e-mail—so their advertising and marketing efforts can transfer ahead extra easily.
“As a CRM Advertising and marketing Supervisor, it’s my duty to be a trailblazer in the case of discovering and implementing finest practices that assist us save time whereas sustaining excessive ranges of e-mail high quality so we are able to maximize e-mail income,” says Schofield.
2. How iZotope juggles multi-stakeholder suggestions
iZotope provides musicians, producers, and audio engineers with clever audio know-how. iZotope sends a mean of 16 campaigns monthly throughout over a million subscribers—however it’s not their e-mail quantity that makes it a problem for his or her e-mail crew of 4. It’s the truth that almost 20 totally different stakeholders have to overview each marketing campaign earlier than it goes reside, taking nearly every week only for their overview course of.
“It felt like we had been taking part in whack-a-mole with points and suggestions that got here by throughout our QA and overview course of,” says Chanel Friedman, Senior Digital Advertising and marketing Specialist at iZotope. “Our crew wanted a greater strategy to take a look at emails and for all reviewing stakeholders to collaboratively go away suggestions so we might incorporate all of it effectively, decreasing the quantity of overview cycles per e-mail.”
With Litmus Proof, the multitude of stakeholders are capable of take pleasure in a extra organized overview course of in a single, consolidated place to conversationally go away suggestions—eliminating the effort of getting to comb by e-mail threads, Google Sheets, and Slack chats to mixture everybody’s enter.
Now, their start-to-finish e-mail manufacturing time is barely 4 days. Says Friedman, “Litmus has been a game-changer for our e-mail workflow. The flexibility for stakeholders to go away collaborative, particular, easy-to-understand suggestions has been invaluable.”
Type meets technique
Uncover how Litmus helps trend manufacturers craft partaking e-mail campaigns that flip subscribers into loyal clients.
3. How Zapier retains their emails error-free throughout a non-technical crew
Productiveness instrument (and all-around lifesaver) Zapier’s e-mail advertising and marketing crew of three relied on the remainder of their advertising and marketing crew members to ship and execute emails to attain their segmentation and cadence technique. However copying-and-pasting template parts led to errors and a time-consuming QA course of that ended up making extra work for everybody.
“We have now nice entrepreneurs on our crew—however not everyone seems to be an e-mail skilled. Our objective was to introduce a course of that provides clear steerage on what to do and what to test for earlier than hitting ship,” says Sean Kennedy, Product Marketer at Zapier.
Zapier leveraged Litmus to introduce a formalized e-mail creation and testing course of throughout the crew. Somewhat than a handbook testing course of that’s vulnerable to errors, Zapier’s crew now depends on Litmus Testing to stroll step-by-step by essentially the most vital parts that may have an effect on e-mail efficiency.
With automated pre-send checks in Litmus Take a look at because the core of Zapier’s e-mail testing and high quality assurance course of, the e-mail crew can relaxation assured that each e-mail is totally examined earlier than it’s despatched—with out the e-mail crew having to manually fiddle with each ingredient. Says Kennedy, “Litmus permits us to catch errors extra simply, and helps us be extra conscious of how our emails look to our subscribers—insights we didn’t have earlier than.”
A typical B2B e-mail advertising and marketing workflow seems to be like this:
- A request is available in for an e-mail. If it matches into the general e-mail advertising and marketing technique, the e-mail strikes ahead. A objective, KPIs, and segmentation are chosen.
- A designer chooses the structure and imagery (or a template.) Then a copywriter writes the topic line, preheader textual content, e-mail physique, and CTAs.
- The e-mail is constructed by a developer or different crew members, equivalent to as E-mail Advertising and marketing Supervisor.
- Stakeholders go round and round with approvals. Lastly, the e-mail is prepared for last QA and testing, with edits on copy, design, or coding as wanted.
- The e-mail is scheduled and despatched, with an e-mail strategist following up on efficiency after a sure timeframe.
To make this workflow occur, B2B entrepreneurs want one core instrument: an e-mail service supplier (ESP). one handles segmentation and e-mail record administration with the constructing and execution of the e-mail.
After we requested e-mail geeks their favourite, B2B entrepreneurs overwhelmingly selected MailChimp. Are you able to do all of it with simply your ESP and a few Google spreadsheets? Positive. However to your e-mail advertising and marketing program to achieve success, you’ll additionally want a number of different e-mail advertising and marketing instruments:
Instruments for designing your emails persistently throughout a number of groups
The hottest graphic design packages e-mail entrepreneurs use proceed to be dominated by Adobe packages like Photoshop (37%), Illustrator (22%), and InDesign (14%). Nevertheless it’s not the one type of instrument that designers use to get emails out the door. The identical purpose that Adobe instruments are nice to work with—the quantity of customization and management you could have as a designer—makes it tough for another person to pop in and add their suggestions.
DIY design instruments like Canva, and extra intuitive UX design instruments like Figma have additionally turn into extra in style in recent times. They’re nice for a lot of causes, however particularly as a result of e-mail designs are altering from completely curated, magazine-spread designs to extra zine-y, blocky designs that anybody can create.
Instruments for intuitively constructing an e-mail with bulletproof code
Many ESPs have built-in e-mail builders or WYSYWYG editors that you may drag-and-drop parts into. However some e-mail builders could need to code it themselves, or design extra intricate emails that require coding from scratch or a snippet library as an alternative of pre-selected parts. For that, could we humbly suggest Litmus Builder?
Instruments for personalizing your emails with dynamic content material
E-mail personalization can imply “first title” merge tags which can be typically dealt with by your ESP. However extra profitable campaigns transcend that to incorporate dynamic content material that engages your subscriber—assume reside polls, countdown timers, progress bars, and climate studies. With Litmus Personalize, you don’t must code to have the ability to use it.
Instruments for pre-send e-mail testing
After we speak about e-mail testing, we’re speaking about two sorts of testing: A/B testing, which regularly happens after an e-mail is distributed, and pre-send testing, which previews how your e-mail will seem in numerous e-mail purchasers earlier than you ship.
We received our begin at Litmus with our testing and preview instruments, and now that e-mail is extra advanced—there are probably 300,000+ methods an e-mail might render—it’s good to have peace of thoughts that you just received’t must ship one other apology e-mail.
Instruments for managing the overview course of
Palms up in case your overview course of is the a part of the e-mail workflow you dread essentially the most? 🙋♀️
That’s as a result of the standard instruments for a B2B e-mail overview are the identical productiveness instruments you’re already managing—Slack, Google Docs, advert hoc conferences. With so many stakeholders concerned in an e-mail ship, you want well timed responses from everybody and a single place the place you’ll be able to collect suggestions, which is why we created Litmus Proof.
This eliminates the random stream of suggestions from a number of communication channels so that you’re not making edits till moments earlier than the ultimate ship. As an alternative, it’s multi function place, and you’ll simply nudge somebody to go away their stamp of approval.
Analytical instruments for monitoring your efficiency
Most ESPs have built-in analytical instruments, however you could need to add to these by utilizing a third-party analytics instrument that digs deeper into your efficiency.
With Litmus Analytics, you don’t have to wrangle an information analyst to get an in-depth take a look at how your e-mail advertising and marketing campaigns are performing. Pull in knowledge from a number of sources to get a greater image of how your campaigns contribute to the underside line.
Deliverability instruments to optimize for the inbox
In case your emails by no means attain the inbox, all that work is for nothing. Should you’re seeing an unexplained dip in your different e-mail advertising and marketing metrics, it could be time to try your deliverability—a mixture of your subscriber conduct, your sending conduct, and your infrastructure.
Double test your e-mail campaigns in opposition to frequent spam filters earlier than you ship with Litmus Spam Filter Testing, after which go deeper into diagnosing any deliverability points with Validity Everest.
The place does AI match into your e-mail advertising and marketing workflow?
70% of e-mail entrepreneurs we talked to for this yr’s State of E-mail report say that as much as half of their e-mail advertising and marketing operations shall be AI-driven by the tip of 2026. E-mail geeks report utilizing synthetic intelligence in almost each stage of the e-mail advertising and marketing workflow, from copywriting to analytics.
Supply: State of E-mail Report 2025
AI can do rather a lot to your e-mail advertising and marketing workflow—it’s one of many causes we launched Litmus Assistant within the first place—however bear in mind, your e-mail ought to nonetheless add worth to your subscriber, be accessible to all customers, and have one thing to say. As an alternative of approaching AI as a substitute for sure duties in your to-do record, think of AI as an extension of the automation that accelerates your workflow general.
“As an e-mail marketer, you’re already doing a lot that, for many people, including AI looks like yet one more factor to make you overwhelmed. With AI, I believe the thought is to not use it so you’ll be able to create extra new campaigns each day, however so you’ll be able to handle extra personalised, dynamic, or detailed e-mail campaigns that carry out higher,” says Rafael Viana, Sr. E-mail Advertising and marketing Strategist at Validity.
B2B Workflow StageKey QuestionsTools ListStrategyWho will obtain this e-mail?
What are our objectives for its efficiency?ESPs like Salesforce, MailChimp, Klaviyo, and Marketing campaign MonitorDesignWhat will the e-mail appear to be (front-end)?Design instruments like Figma, Adobe Photoshop, Adobe Illustrator, CanvaBuildWhat will the e-mail appear to be (back-end)?Litmus Builder, Litmus Extension, and AI coding instruments like GitHub CopilotPersonalizeCan we add extra partaking parts to the e-mail?Litmus PersonalizeTestHow does the e-mail seem in each machine and e-mail shopper?Litmus Take a look at, Litmus GuardianReviewDoes the crew approve this e-mail?Communication instruments like Slack, Google Drive, and Litmus ProofAnalyzeHow did the e-mail carry out in opposition to our objectives?Litmus AnalyticsDeliverDid our e-mail attain the inbox?Litmus Spam Filter Testing, Validity Everest
Remodel your B2B emails with Litmus
B2B emails have a popularity for being boring. However they don’t must be.
A part of why B2B entrepreneurs ship boring, “secure” emails is as a result of the sheer quantity of emails they ship can overwhelm a small crew. You’re caught doing extra with much less, making an attempt to remain on high of advanced segmentation, triggered emails, endless gross sales crew requests, and a overview course of that makes you need to throw your pc out the window.
Litmus is right here to assist with each stage of the B2B e-mail advertising and marketing workflow. From straightforward, no-code personalization ways to an approvals course of that’s straightforward for everybody, Litmus helps you breathe straightforward so you’ll be able to concentrate on crafting high-quality e-mail advertising and marketing campaigns that convert. (And let your self be extra inventive.)
Take the stress out of sending
Catch errors earlier than they attain subscribers. Take a look at rendering, hyperlinks, and spam scores in seconds with Litmus Take a look at.
