Who rocks B2B email and why

We’ve pulled together some of the B2B emails that we managed to accumulate online (shout out to Reallygoodemails.com) that are worth sharing. These aim to show how B2B emails can be executed and forever shatter your perception of all the restrictions B2B teams face. If you’re too busy to read right now, scroll to the bottom for a quick list of takeaways.

Asana – SL: Welcome to Asana

The design why: This email was chosen for its fresh feel and simple layout. It has a clear purpose, great copy, clear headers and an inviting CTA.

The strategy why: Asana is an intuitive tool that has lots of cool features, it syncs across devices and sends email notifications when asked. So it would be odd if their email game was lagging behind, especially since many businesses now operate from mobiles over 30% of the time.Asana – SL: You just got assigned a task, now what?

The design why: This email shows another way in which Asana communicate simple steps to help the individuals use their tool.

The strategy why: From a strategy perspective, this is a great tactic as the way they retain their customers is ensuring the customer likes and gets on with the product. Making it ‘crystal clear’ from the beginning really fights in their corner.Facebook – SL: You’re invited to Facebook Community Boost | Greenville!

The design why: Overall, the email feels modern and gets to the point + I am always a fan of a hand drawn illustration. The only thing we would change from a design team perspective is spacing around the intro but it ‘doesn’t not’ work. We are also seeing this slanty look more and more in email. I believe PayPal are another brand that are also partial to the odd slant now and then.

The strategy why: I mentioned in the last post about businesses liking all the information in one place, so seeing this email from Facebook compared to ones I receive personally from them, suggests that theory to be true. Or at least that Facebook thinks it is true… either way, this email dishes out the info and looks good doing it.

Update: I just checked my emails from Facebook and they are all automated notification emails that look pretty dreadful. So I’d say Facebook is one brand that certainly has a better B2B template than B2C.

Moo – SL: Ready to WOW your customers this holiday season?

The design why: Moo have consistently great email designs, it works in their favor that images are usually of their own products and tend to flow seamlessly with the rest of the email. The leading copy and CTA’s are usually always enticing, too!

The strategy why: Another aspect of B2B marketing is making clients feel VIP, they are constantly reminded that there are usually a fair few competitors and can easily move their business elsewhere. This email from Moo has a shiny VIP feel about it, offering a unique product to their business customers.

So what can you take away from this post?

  1. You can include quite a bit of information in an email and still make it look good. That is no longer an excuse for bad design. If you really feel you are pushing the boundaries with how much copy you can squish into an email, in some cases, splitting into a series or moving to a landing page, is fine too!
  2. A clear layout with a natural direction is a must in making content feel fresh and clear. Achieve this with white space, clear headers, consistent imagery, icons and multiple CTA’s are a bonus.
  3. Emails look good with slants if you want to get away from the ‘blocky’ feel. Although you may have a challenge in making it your own if you’re late to jump on the bandwagon.
  4. If in doubt, give us a shout. Excuse the shameless plug but we are here most of the time, like your standard 9-5 weekdays… or sometimes 10am till 7pm depending on which day.. because you know, flexi. We generally give advice on email or can even design something especially for your brand.

On top of amazing design and innovative coding we can have strategists ready and waiting to help you getting the best out of your digital programmes. Send us a message to [email protected] and we will be happy to help.

Millie Bartlett
Strategist @ Action Rocket