What is Email Marketing and How does it Work?

What is Email Marketing

What is a B2B Business?

A B2B business caters to other companies that form a part of its audience group. It serves a more structured audience from within a similar industry or others. In a B2B setting, since other businesses form a part of the audience base, marketing approaches are very different as they cater to specific needs based on logical decision-making. 

Email Marketing for B2B Businesses

Email marketing is a popular marketing channel used by B2B businesses. Since the customer dynamic is different and more structured, it is necessary to reach out to potential customers clearly, aligning with the needs or solutions they are looking for. Emails serve as a disciplined and professional means, perfect for reaching out to the target customer base and generating leads.

Email Marketing Segmentation

Market segmentation refers to classifying parts of your target audience under separate groups based on characteristics like age ranges, locations, income levels, etc. Businesses use market segmentation to cater their products or services according to different information collected from each group. For email marketing, segmentation means sending out marketing messages to several groups of the audience base. In the B2B setting, this could be based on industry group, business locations, business size, or more. Here is a look at the few ways email segmentation can help boost B2B business growth.

B2B Email Marketing: 7 Best Ways to Utilize Email Segmentation to Gather More Leads

7 Ways Email Segmentation Can Help Gather More Leads

1. Surveys and Quizzes 

One of the best and simple ways to collect information on your audience’s needs is through surveys or quizzes. You can draft them based on segmented groups and send them to potential customers. They can answer the questions you have listed, which will give you an insight into their needs and how your business can help them. You can then use the information collected to tailor your products or services to match the requirements of the segmented groups. 

2. Location-Based Marketing 

Depending on the reach of your business, you can use your location-specific offers to attract new leads. You can send out emails about a discount that firms within a particular location can avail of or a new service you want to offer to select businesses in your neighboring locality. Potential business customers located in the target location can see your email and take the chance to buy what you’re offering. Location-based segmentation for email marketing is a great way to generate leads in neighboring and new areas.

3. Relevant Subject Lines: 

Your email subject line is the first thing anyone sees when looking through their mail list. The prompt can either make someone open your email or leave it ignored. Using a relevant subject line to catch the attention of a potential customer is necessary if you want them to open your email and take the desired step. You can use segmentation to draft relevant subject lines. For example, suppose you are looking for a business customer in the finance industry. In that case, you can use a relatable headline that will catch the attention of businesses involved in the industry. They will be more likely to open your email if they feel it is relevant to what they are looking for, rather than seeing it as a generic marketing email.

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4. Small-Business Offerings 

One of the segmentation groups you can use in B2B marketing is business size. Not only will the segmentation help you attract new customers, but it will also help build a better relationship with small businesses in your locality or other places. Reaching out to a specific group, such as Small businesses, can help garner new leads for your brand. You can send out an email about a new product or service that will benefit small businesses or discount offers that only select small businesses can avail themselves of to catch their attention. 

5. Opt-in or Opt-out Messages 

This segmentation strategy may seem to counter your purpose but can help you streamline your marketing emails. You can see which businesses in your mailing list prefer receiving promotional emails and which don’t. By cleaning out the latter from your list, you have a better chance of reaching out to those that are interested in your services and will turn into leads. Your emails will reach the most suitable business audience who want to know more about what solutions your business can provide to them.

6. Service-Based Content 

Your business customers may be providing numerous services, thus making it difficult to appeal to them all at once. Depending on the product or service you want, you can send emails based on a specific service type that will help. For example, you have a product that will help factory machines run smoothly. It will help your emails reach the most suitable audience and thus increase your chances of generating new leads. You can only send out emails to those customers involved with manufacturing. 

7. Marketing Based on Employee Numbers 

Segmenting your business audience based on the number of employees can help you reach out to the most suitable group that will require your services or products. For example, you provide air conditioning services to large firms. A business with ten employees may not need your service due to their small numbers. However, a firm having over fifty employees might require your services so that employees feel comfortable working in their offices. Sending out emails based on their employee numbers can help you narrow down the most suitable audience group who may turn into paying customers. 


Email marketing is a highly effective way to garner new leads. In a B2B setting, email marketing serves as a clear and structured communication method with potential customers. It can help send across any relevant message and has a higher chance of turning them into paying consumers for the business. 



IITSWEB is the Chief Business Development Officer at IITSWEB, a Magento design and development company headquartered in Redwood City, California. He is a Member of the Magento Association and an Adobe Sales Accredited Magento Commerce professional. Jan is responsible for developing and leading the sales and digital marketing strategies of the company. He is passionate about ecommerce and Magento in particular — throughout the years his articles have been featured on Retail Dive, Hacker Noon, Chief Marketer, Mobile Marketer, TMCnet, and many others.

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