Do Pretty Images Constitute an Effective B2B Email Marketing Campaign?

by Haley Pesce

Below, you'll find some very simple, quick-to-implement techniques to generate effective B2B email marketing campaigns.  Even though this picture below attracted your attention, find out below why I should have NEVER put it in this email - 

Beautiful pictures that are irrelevant will not bring you the right attention

Know your Objective

This is often overlooked and generally the most valuable tip we share. What do you really want to happen as a result of your email?

Some poor examples are:

  • Generate traffic to my website
  • To inform lots of people about my product or service

By contrast, some great examples are:

  • Raise awareness of my product or service ahead of a sales campaign
  • Reach my target demographic (insert specific details here) and compel 200 recipients to click through to my website and (insert action here, e.g. buy, register) within 1 week.


What Makes a Great Objective

The more specific the better. Vague objectives will always lead to vague results.

A good way to improve your objective is to make it smart - it really makes you focus on what’s important - the outcome.

S Specific

M Measurable

A Attainable

R Relevant

T Timely


Killer Content

Now that you’ve got total clarity on what action or result you want to achieve, you can start to plan the content that will compel recipients to take your desired action.

Think about their motivations and what’s important to them. You should meet the audience wherever they are in the Buyer's Journey.

Remember - you’re asking for a space in their very busy inbox - make sure you stand out.

Fancy Graphics or Plain and Simple?

It’s easy to get carried away with special graphics and animated gifs, but the most effective messages are often the simplest. Your reader probably has very little time to consider your email - make sure you get to the point fast. Show them in the first sentence why they should read on and what’s in it for them.

If graphics and images add to the allure of your message include them - most recipients can handle html with ease and if a picture of your product shows the customer in an instant what’s on offer then use it!   

The image above is attention getting but will not attract the right audience for World Innovators.  This would be a much better image to attract the right people -


Tips to Implement Effective BtoB Email Marketing Campaigns BLOG.png


While we’re on the Subject…

An important element of getting your message across is your subject line. You could spend as much time working on those few characters as you do the rest of your creative! Read our article on creating email subject lines that work here.


Consider your Sales Funnel

Email marketing is not just for new prospects. It’s a great tool for lead nurturing too.

Some of the most effective campaigns we’ve run have formed part of a series. So, the first email sets the scene, the second reminds the recipient to take action, and the third picks up any stragglers. Don’t expect complete results with just one message - giving your recipient several chances could improve your response rate dramatically.


Don’t Forget to Follow-Up

The most important part of any campaign are the results. By checking the response, analyzing what worked and what could be improved is the quickest path to long term success.

If you’re not sure where to start with email conversions and which metrics to count, read our article on analyzing results to improve ROI here.

Make sure to record your results and use the data to implement better, higher performing campaigns in the future.

If you're looking for support to implement an effective B2B email marketing campaign-

Call me today at +1(860)-210-8088

Email me directly at

Topics: B2B, B2B Specific Niche Industries, Email Marketing, direct marketing, Business email list

Haley Pesce

Written by Haley Pesce

Hello! I am the Email Marketing Assistant for World Innovators Inc., and I am a member of the Babson College Class of 2020. - Hubspot Email Marketing Certified - Hubspot Inbound Marketing Certified

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