Service guide / Email marketing
Send emails with a reason to be read
Plan B2B email around useful content, permission, deliverability and replies you can act on.
Give each send a job
B2B email can nurture an enquiry, share a practical resource or start a relevant conversation with a business contact. A procurement guide might help an early-stage reader compare options, while a concise answer to a technical question can move an active deal forward. Pick one reader, one reason to write and one action to ask for.
Segment by situation
Use a small number of distinctions that change the message, such as a renewal window, service footprint or implementation requirement. A contact at a company consolidating suppliers needs a different email from one investigating the category for the first time. If you cannot explain why an email belongs in a segment, revisit the list before sending.
Check subscriber type and contact rights
Under PECR the consent rules for marketing email differ for corporate and individual subscribers. Sole traders and some partnerships fall into the individual category, where consent or a valid soft opt-in is generally required. For corporate subscribers, identify yourself and give a valid way to opt out. If you process named contacts’ personal data, establish a lawful basis, provide privacy information and respect objections. Use the ICO guidance to check your specific circumstances.
Build a reliable sending routine
Authenticate the sending domain with SPF, DKIM and DMARC and check how replies and unsubscribes reach the right person. Remove invalid addresses and suppress opt-outs across all campaign tools. Send a small test to check links, plain-text readability and mobile presentation. A recognisable sender and an easy way to reply help when an interested buyer has a question.
Measure replies and subsequent action
Opens can be distorted by image loading and privacy controls. Track useful replies, opt-outs and agreed next steps alongside delivery issues. Review a sample of replies with sales and compare results across similar cohorts. An email that produces few responses may still be useful if those responses answer the question the campaign was designed to test.