5 tips to optimize your B2B email campaigns

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Social media, instant messaging, and Google Ads are increasingly competing with email, so some are beginning to doubt the legitimacy and effectiveness of continuing to run email campaigns in 2022. However, with an average global open rate of around 16.97% in 2021 and knowing that 49% of professionals buy a service after receiving an email, email remains a powerful marketing tool that helps convert your prospects into customers and even retain them. But how do you run successful campaigns?

Here are our top 5 tips for a successful email campaign and some new insights to keep in mind to stand out from the competition.

#1. Choose an attention-grabbing subject
Your email subject line is crucial! It is the one that will determine the success of your campaign, as it is the first words your recipients will read when they receive your email. In fact, according to Hubspot , the subject line is the window of your email, and perhaps of your business as well.

Therefore, your email subject line should be engaging, enticing, and make the reader want to open the email, but it should also be concise and not necessarily a summary of its content.

#2. Write and structure content tailored to your target audience
Before creating content, you should know your audience well and segment your contact groups (=homogeneous audience) so that you can send the right content to the right reader.

When writing your message, use Copywriting , the art of selling through words, and start your newsletter with the most important message: your contacts usually spend very little time reading an email (11 seconds at most!), so make sure the objective of your message is clear from the first words .

As for the structure, your email should have an attractive design , highlighting the different parts of the message and following this order:



a (striking) subject that attracts the recipient's attention


A neat preheader : Also called a "preheader", the preheader is located at the top of the message. It is the first sentence of the email that appears as a preview in the recipient's inbox. The preheader is a sort of logical continuation of the subject line that serves to complete it. It can be personalized, convey a degree of urgency... in short, it can help you increase the opening rate of your emails.


A body of the message made up of several short paragraphs (ideally no more than 250 words) and written in a font that is compatible with inboxes and web browsers, such as Arial or Verdana, avoiding excessive use of capital le australia mobile phone number list tters or bright colours. Today, forms or dynamic content, such as a gif or short video, are often used to attract the recipient's attention.
If you use a visual element, remember to choose something of good quality, adapted to your audience and in GIF or JPEG format.


A call to action button – that famous brightly colored button, also known as a Call to Action, that intuitively prompts us to click. It should be placed above the waterline, i.e. at the limit of what can be seen of the message without having to look at the whole email. The reader will be more likely to see and click on that button if it does not appear too far down in the message. The message placed within the call to action button should be attractive and fulfill the initial promise announced in the subject line of the email.

Finally, always keep in mind that around 45% of emails are opened on a mobile device, via an email app, so your email text and images should display perfectly on all devices, thus achieving a responsive design.