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Personalize B2B Emails

Every business works on building its brand with their audience. Whether you’re building from the ground up, with a new audience, or reinforcing it with your existing audience, it’s important to create a connection to your brand.

Connections can be anything, from instant logo or name recognition, to clicking through an email, to making a purchase. This is particularly important in business-to-business (B2B) marketing, because the purchase is often less personal. Personalizing B2B Emails is the solution.

For example, when buying clothes, it’s easy to identify with a brand because you’re literally placing that product on your body. There’s a tangible connection. However, when a business buys a product, it might not even be used by the person who places the order.

Ultimately, people buy from people, even for business. So it’s really important to create a connection to your brand and use that in your marketing.

Since email marketing is a cornerstone of an omnichannel marketing strategy, it’s crucial to use personalization techniques to reach your target market. Unlike social media accounts, which often feature the face of the person behind the account, email doesn’t always convey personalization. But taking some time to do the steps below puts a face on your brand that will forge genuine connections and create new customers.

B2B email marketing ideas

Benefits of Personalizing B2B Emails

There are many benefits to personalizing B2B emails and adding a face to your brand, and it’s worth the time and effort. It will make your brand stand out from your competition and create scenarios where your future customers engage with your brand and buy.

1. Increased Sales

Let’s face it, the number one thing a business strives for is more sales. Probably the top-most benefit of personalization is driving better sales outcomes. Why? Because your emails address the specific needs and pain points of your recipients. That creates the <<click!>> between the email recipient and your product or service. This prompts them to contact you to start the buying process.

2. Improved Response Rates

Personalized emails are more likely to be opened and responded to. When recipients feel that an email is tailored specifically to them, they are more inclined to engage with its content.

However, beware of the now-common first-name-in-the-subject-line tactic. Email systems automatically make this happen with a few clicks when setting up the email blast. Very easy but impersonal and outdated. Everyone is on to it and now it’s overused. Instead, consider some of our other suggestions below.

3. Enhanced Relationships

Yes, an e-mail can be the catalyst to build a strong rapport with your clients and partners, and can lead to long-term business relationships. How? Personalized communication shows that you value the recipient as an individual, not just as a potential sale. Your discussion of their specific pain point in a series of emails over time resonates with them.

Notice we said a “series of emails,” not “an email.” Diving deep into one pain point over time and presenting the solution (in the form of your product or service) makes the recipient think, “Wow, this company gets it. They really understand what I’m dealing with. I should contact them.“

4. Brand Differentiation

We mentioned this earlier: personalization helps your business stand out in a crowded marketplace. People will see your attention to detail and commitment to quality, which sets you apart from your competitors.

Writing personalized emails

This Sounds Hard. ☹ How Can I Do This?

Tips for Making Your Email Personal

It’s not super hard, but it does take time, energy, and thought. There are many tactics you can use to personalize your B2B emails, even to the point of writing one-to-one to each potential customer. If you have a highly targeted and small audience, that may be appropriate.

But marketing is a numbers game in part, and the more people you reach, the better chance of making a sale. Try some of these email personalization tips:

1. Identify Your Audience

The foundation of personalization is a deep understanding of your audience. Take the time to research and identify exactly who your buyers are. Look up your existing buyers on LinkedIn and research their companies. Look at their websites and financials. Create a list of the characteristics of the companies you’ve sold to. There are probably a variety of companies that have similar characteristics who would be interested in your product. This is the foundation for your ICP – Ideal Customer Profile – which lets you further target companies which are similar to your existing customers.

2. Segment Your Email List

From the work done in “Identify Your Audience” you can start to build your contact list for emails. This can be done manually with more research, or you can buy email lists with specific demographics and characteristics to build it faster. (Yes, there still are high-quality list brokers and it’s CAN-SPAM compliant – ask us about that.)

Then segment your email list based on the factors in your ICP: industry, company size, number of employees, previous purchase history, etc. This allows you to dive into the specific pain points for companies in the XYZ industry, or companies with $xx in annual revenue, making your messaging relevant and engaging.

3. Use the Recipient’s Name

Using the recipient’s name and/or company name in the body of the email often creates better responses. Like with the Subject Line, email systems allow you to add personalized fields in the body with a few clicks. Addressing the recipient by their name in the email’s greeting can also make a big difference. Just be sure your database is clean, and each field draws from the correct record.

4. Personalize the Subject Line

As we’ve mentioned, using the recipient’s name in the Subject Line is a very common tactic today. I get at least five of these a day, and the inclusion of my name does not make me read the email. If you want to use the name, include other content in the (short) Subject Line to reinforce the connection.

For example, instead of: John, Our New Software Version is Here

Try this: John, Our v8 Just Training Software Onboards Employees Faster

5. Customize Your Content

Here’s where we get into the series of emails about a specific pain point. Go beyond surface-level messaging to address a pain point in the email body. 

Remember, email content must be strategic; the Purpose of the Email Body is to get the recipient to click through to your website or landing page. So less is more. Keep the content to one pain point (maybe even one aspect of that pain point), and write 5 sentences (2 paragraphs) about it. In the next email, address another aspect of that pain point, and drive to the same web page.

Pro Tip: Be sure your website or landing page provides additional detail to

further pique the interest of the recipient, so they contact you!

6. Put a Face on Your Brand

As we said earlier, people buy from people, whether it’s for their business or personal use. Associating a face with a company name is especially important if your brand is not already well-known, which most aren’t. Instead of labeling the Sender as “Company ABC,” consider sending from a real person, or their name “with Company ABC.” Then add their photo into the email, perhaps at the bottom, or beside the main content.

Often this person is the Founder/CEO/President, etc., and is usually someone who will be with the company for a long time. This person will be the Face of the Brand and will be associated with the business for the long term.

Pro Tip: Set up an alias email address for the person who is the Face of the Brand.

They don’t want all those bounceback emails in their Inbox!

B2B email marketing

Personalizing Your B2B Emails Can Be a Game-Changer

Business is competitive, no matter the industry, and it’s difficult to stand out. By taking time to understand your audience and tailor your messages, you can create relationships with your recipients and ultimately drive more sales. The goal is to create a connection, making your recipients feel valued and understood. This turns your emails from a mere communication tool into a powerful relationship-building instrument.

About the Author

Barbara Sanner Complete Marketing Solutions

Barbara Sanner is the Founder of Complete Marketing Solutions. They specialize in business-to-business marketing for organizations around the world, delivering marketing strategy and implementation, from advertising to webinars.

Contact Barbara Sanner: LinkedIn