What is email (electronic mail)?

Turning leads into paying customers. Email can also be used to make a potential sale into a completed purchase. For example, a company may create an automated email that's sent to online buyers who keep items in their shopping cart for a specific amount of time. The email may remind the customer that they have products sitting in their cart and encourage them to complete the purchase before the items run out of stock.

Reviews and surveys. Follow-up emails asking customers to submit a review after making a purchase may include a survey asking them to review the quality of service or the product they've recently received.

Types of B2B emails

Business-to-business (B2B) email marketing is used by businesses that are trying to facilitate the exchange of information, products or services between their organization and others. It differs from business-to-consumer (B2C) email marketing because it focuses on relaying the logic and reasoning behind a specific purchase decision in relation to a business's specific needs, rather than appealing to the emotions of consumers to convince them to buy a product. Some different types of B2B emails include the following:

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  Welcome emails are sent to possible buyers after they subscribe to a business's opt-in activities, such as a mailing list, blog or webinar. They often contain additional information that's useful to the new subscriber. Sending a series of welcome emails can help the business establish a relationship with the buyer and improve subscriber loyalty.
  
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  Promotional emails offer some sort of deal to buyers, such as a percentage off the purchase price, a free month of service, or reduced or omitted fees for managed services. This is the most common type of B2B email.
  
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  Lead-nurturing emails are used to educate potential buyers on the offerings and services available in an attempt to make any prospective sale into a completed purchase. Lead-nurturing emails are also known as trigger campaigns, since they're initiated by a potential buyer taking an initial action, such as downloading a free sample or clicking links on a promotional email. Lead-nurturing emails should be short and focused. They should use behavioral data that has been gathered about the lead to target the content and continue engagement with the potential buyer over time.
  
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