Why is your B2B email marketing strategy failing?

A person sitting on a desk writing on a laptop about why a B2B Email Marketing Strategy fails

Many marketers agree that email marketing is a successful strategy and one of the most efficient ways to reach a large audience. It’s instrumental in the business-to-business (B2B) sector.

Email marketing is a highly effective type of digital marketing. However, many questions about associated revenue still need answers. That’s why this is such a significant pain point – many unknowns are associated with it.

Statista estimates that email marketing-related revenue will reach almost 11 billion by the end of 2023. So if you aren’t doing any email marketing campaigns now, you’ll feel like you’re missing out on the party.

The goal for B2B companies is to convert more visitors into leads and, eventually, customers. But how does email marketing help achieve that goal? Why do they keep getting new email strategies, but the numbers never seem to improve?

A magnifying glass over a page with profiles used in an email marketing campaign.

B2B Marketers are ignoring their audience

A recent study by Forrester shows that B2B marketers need to do a better job segmenting and targeting their email campaigns. As a result, they are not reaching the right people with their messages, and their campaigns fail to generate the desired results.

The Forrester study found that only 32% of B2B marketers use any form of segmentation in their email campaigns, and just 12% use advanced forms of segmentation such as behavior or demographic data. This means that most B2B marketers send the same message to everyone on their list, regardless of who they are or what they need.

Not only is this ineffective, but it’s also a huge waste of time and money. Sending generic emails to your entire list will not get the results you’re looking for, and it’s unlikely to engage your subscribers. If you want your email marketing campaign to be successful, you need to start segmenting your list and targeting your message specifically to the people most interested in it.

Overlooking what their audience expects in an email marketing campaign

There are a few key things B2B marketers need to remember regarding email marketing if they want to be successful. First and foremost, their audience expects professionalism and quality from their emails. This means that the copy should be well-written and free of errors, the design should be clean and modern, and the overall tone should be respectful and business-like.

In addition, B2B audiences are often looking for helpful information and resources in their emails, so including valuable content such as infographics, eBooks, white papers, or even helpful tips and advice can go a long way in keeping them engaged. Finally, remember to include calls-to-action (CTAs) throughout your email so that your subscribers know what you’d like them to do next – visiting your website, signing up for a free trial, or making a purchase.

Example of an email marketing campaign tailored for the targeted audience.

Using a generic template instead of customizing emails to suit the audience’s taste

When it comes to email marketing, one size does not fit all. What works for a B2C company will only sometimes work for a B2B company. Yet, many B2B marketers need to start using a generic template instead of customizing the emails to suit their audience’s taste.

There are a few reasons why this is a problem. First, your target market likely receives tons of generic emails every day. They can spot a form letter from a mile away, and they will quickly delete it without giving it a second thought.

Second, by not tailoring your email message to your specific audience, you miss out on an opportunity to build a relationship with them. Generic emails feel cold and impersonal; they do not give the reader any reason to care about what you have to say.

Finally, you miss an opportunity to show off your brand’s personality. Generic emails blend in with all other noise in their inbox; custom emails help you stand out from the crowd.

If you want your B2B email marketing strategy to be successful, take the time to customize your messages for your target market. It will take some extra effort upfront but will pay off in the long run.


There could be several reasons your B2B email marketing strategy is failing. You need to segment your list correctly, or your email content needs to be more engaging. Whatever the reason, it’s essential to identify the problem and make the necessary changes to get your campaign back on track. With a little effort, you can turn things around and start seeing the results you want from your B2B email marketing campaigns. 

Are you considering investing in email marketing? Schedule your free assessment today.

Paola Luna

Client Services Director | Digital marketer with 10 years of experience working with advertising agencies, start-ups, and B2Bs creating data-driven marketing campaigns with ROI focus. Created The Good Marketing podcast in 2020 to help small business owners kickstart their marketing strategy.


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