September 19, 2021

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5 Mistakes In B2B Email Marketing

Email Marketing

Successful newsletters and e-mailings require many factors to work together. The content, in particular, plays an outstanding role, but there are some pitfalls here. A lack of target group knowledge, too much pressure from above, or no goals are the most common causes of poorly implemented emails. We’ll tell you which five content-related errors occur most frequently and how you can counteract them.

The content of the B2B mailing does not pursue any goals/strategies.

The nice thing is that email marketing can be implemented relatively quickly with a manageable budget. However, this often means that email marketing is usually set up and implemented in a very unconventional way.

The design is often still thought through. But when it comes to choosing a monthly topic, appropriate topics are often used spontaneously. This can, of course, work, but the measurability of success often falls by the wayside because the goal is not clearly defined or is missing.

The aim of an email is essential. Not just for measuring success. Because with defined goals and a strategy derived from them, you also avoid mistakes. Define the number of clicks, topics, topics, and the structure of the B2B mailing in writing. In this way, you can continuously optimize the content along with the key figures.

Content that bypasses the B2B target group and does not arouse interest

The sending of uninteresting content can have different reasons. Common sense is a high effort involved in creating content. Once the newsletter has been introduced, it will be sent in quick succession.

However, the effort involved in creating new content every month is often underestimated. There is a high risk of using existing content. Here, however, you should pay careful attention to whether the content is target group-appropriate. Target group-specific content is an essential success factor.

Take a close look at your target group, analyze, test. Every target group and every B2B customer is different. Every B2B emailing can be precisely analyzed using professional shipping software. This will help you determine what your target audience is interested in and what isn’t.

Too many different topics in just one email

Less is more. This also applies to B2B mailings. Too many topics have similar causes as uninteresting topics—for example, ignorance about one’s target group’s preferences.

But at this point, in our experience, two other reasons also come into play. On the one hand, the lack of a strategy. The other is the lack of concentration on the recipient, but too much attention on colleagues and superiors. Too much bureaucracy and too many people with voting rights are often not suitable for a newsletter.

Including a topic in the mailing just because the boss would like it is not the right approach. Always represent the interests of customers and not those of colleagues. If this is difficult, suggest A / B testing. With this testing, you get to know your target group even better, and you can convince your superiors with numbers.

The dull or incomprehensible subject line of the B2B email

The first thing the recipient sees is the subject of the email. A topic should always serve as a heading and receive appropriate attention. It is one of the most significant challenges because it has to combine many different properties.

Above all, the subject should summarize all content. The number of characters is limited to a maximum of 56 characters. It should also encourage opening the B2B emailing and be written in an incredibly exciting and activating manner.

To avoid cutting off what is most important, the most relevant should also be at the beginning of the line. Do not stir up false expectations in the form of promises that you cannot keep because this is how you disappoint your recipients, which in the worst case, leads to a breach of trust.

So there are many tasks that such a small sentence has to fulfill. Therefore, you should give yourself plenty of time for the subject of an email and regularly compare old subject lines and the associated open and click rates.

The B2B mailing does not contain any call-to-action

Now let’s assume the right subject and an impressive selection of topics. This means that the recipient will open the emailing and deal with the content. Now the call-to-action cannot be missing.

It is essential to encourage the reader to take a specific action. A B2B emailing is always a means of communication and should be used in both directions. A frequently desired reaction is the click to the website. It is, therefore, counterproductive to write all the website content in the mailing. Otherwise, the added value is lost. So entice with a small excerpt of the content and let the recipient read on the website. Far too little content is just as counterproductive. Nobody clicks if they don’t know what it’s all about.


The motto for B2B mailings is: No newsletter is better than a poorly implemented newsletter. Use our tips as a guide to design newsletters and emails that are convincing in terms of content. Think about goals and derive the necessary mailing strategy. Choose your topics carefully and prefer to use mailings than communicate issues without added value. Arouse great interest and start with the subject.