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B2B Email Marketing

Deliver personalised, action-driven emails at scale to nurture leads and existing customers

b2b marketing agency melbourne
At The Lead Agency, we strategically write, design, and send tailored B2B email marketing communications to nurture relationships with leads and clients.

Email marketing unlocks potential through targeted reach, personalised messages, and measurable ROI. Its cost-effectiveness, automation, and scalability make it an ideal channel for B2B campaigns.

b2b email marketing

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Our approach

As B2B marketing specialists, our team works with you to understand the nuances of your business, ensuring any email content is expertly tailored to your audience to achieve the most significant impact and engagement.

We determine which email approach is best suited to your objectives, whether that is value-driven, clickable newsletters, targeted email outreach, nurturing automations, or a combination of these in a coordinated strategy.

We take an integrated approach to email marketing. We leverage our findings from email marketing engagement and buyer persona identification across other channels, strengthening your overall marketing strategy.

We develop carefully considered email marketing strategies that map communication touchpoints across the complex buyer journey.

Our team integrates email into your overall marketing strategy and nurture process, with each channel working cohesively to convert prospects into leads and sales opportunities.

We write emails that engage your audience with targeted, interest-sparking content, strategic call-to-actions, and professional designs to act as triggers across the buyer journey.

We conduct monthly reviews and focus on tangible results to refine our approach over time to save you ROI.

How we LEAD

Applying the LEAD Principle, we identify core strategies to break down your business's complicated processes so that we can develop and deploy a comprehensive marketing program. This is how we LEAD:

Learn - b2b digital marketing

We identify your ideal client, learn what makes them tick, where to find them, their business problems, and how you solve them.

engineer - b2b digital marketing

We engineer comprehensive marketing programs to uncover your audience's key insights, segments, drivers and objections.

act - b2b digital marketing

We run agile programs, measuring outcomes to quickly act and optimise for the best results.

deliver - b2b marketing

Whatever solution we implement, we deliver against your goals.

Your benefits

b2b marketing

Engage audiences with relevant, tailored email content

We strategically create targeted messages tailored to specific segments of your email list and their unique needs, preferences, and behaviours. This approach ensures that each email provides value to and resonates with the recipient to achieve higher engagement and nurture leads to sales opportunities.

b2b digital marketing

Optimise performance with adherence to email marketing best practices

As content specialists with considerable experience in email marketing, our team understands the intricacies of email best practices. Adhering to the requirements, we enhance deliverability, maintain a trusted reputation, maximise engagement, and deliver a positive customer experience.

b2b digital marketing

Increase engagement and ROI with segmented email marketing

Meticulously analysing the data in your email marketing database, we identify key segments and determine each of their unique characteristics and preferences. By segmenting your audience based on factors such as industry or past interactions, our team creates targeted, personalised email content that resonates with their specific needs and interests to enhance engagement and ROI.

b2b digital marketing

Maximise results with cost-effective, infinitely measurable campaigns

Email marketing is a cost-effective channel requiring minimal investment but often delivering significant results. Its high measurability allows tracking of metrics like open rates, click-through rates, conversions, and ROI. We leverage these insights to optimise email campaigns and effectively maximise marketing outcomes.

b2b digital marketing

Multi-touch omnichannel email marketing strategies

In the B2B space, purchasing decisions often involve multiple decision-makers or procurement teams. Prospects typically do not make purchases based on a single interaction and may not have an immediate need for your product or service. B2B email marketing is a critical tool to maintain top-of-mind awareness. We integrate email campaigns with other digital marketing channels to nurture leads; when they are ready to purchase, they think of your business.

Case Study

B2B email marketing

Developed a customised email marketing solution enhancing communication and client engagement.

Read the case study

What makes The Lead Agency different

B2B email marketing frequently asked questions

“For every $1 spent, $44.25 is the average return on email marketing investment.” EXPERIAN

No other communications channel can speak directly between a brand and a consumer like email.

Many brands neglect email to focus on the more glamorous world of social media. But unlike social media, email is not vulnerable to the fluctuations of a changing algorithm or the latest social media fad.

With email, you control the entire communication process: content, time, exposure and responses.

Where the purchase decision is typically much longer than B2C, email marketing is particularly effective for B2B buyers.

As a B2B company, it is extremely important to communicate with current and prospective clients on a consistent basis. B2B email marketing is a great way to do this, by sharing all valuable content such as blog posts, eBooks, white papers and news with prospects and customers. With the right B2B email marketing strategy in place, you can increase engagement, leads, conversions, and ultimately profit.

The team at The Lead Agency will coordinate the whole process for you, from designing the email to distribution and follow-through. Once the campaign is under-way, we will provide customised reports, which reflect the marketing strategies that are most effective and which of them require improvement.

The success of an email marketing campaign hinges on the recipient’s decision to open the email. Without an open, the content goes unseen, and the campaign’s effectiveness is compromised.

Open rates represent the percentage of recipients who click through to the email, and this figure can vary significantly based on campaign type and subscriber demographics. Open rates serve as a valuable metric for gauging prospect interest in and engagement with the content.

Here are several effective strategies for optimising open rates:

  • Experiment with delivery times to reach recipients when they are actively checking their inboxes.
  • Segment your subscriber lists to personalise emails and increase engagement.
  • Avoid using spam trigger words that may cause emails to be filtered out. Words such as “free,” “earn money,” “guaranteed,” “winner,” “bonus,” and “urgent.”
  • Resend unopened emails with a different subject line to give recipients a second chance to engage.
  • Use simple and urgent subject lines that capture attention and create intrigue.
  • Consider subject line testing to determine the most effective approach.

When running a B2B email marketing campaign, it is essential that your emails do not end up in spam folders.

Building your email list organically is key to long-term success. Avoid shortcuts such as renting or purchasing subscribers or using automated technology to collect email addresses. Managing the quality of your list over time is also important, as inactive subscribers can impact deliverability.

Maintaining a good image-to-text ratio in your emails is also critical. Excessive use of images can trigger spam filters, so it is recommended to have at least 60% text and a maximum of 40% images. Striking a balance between images and text improves the reach and effectiveness of your email campaigns.

Keep an eye on your email delivery metrics and unsubscribe rates. High complaint rates indicate that recipients are marking your emails as spam. Promptly address any complaints, remove complaining recipients from your list, and adjust your email content or frequency if necessary.

Craft compelling subject lines that entice recipients to open your emails. Avoid using spam trigger words and phrases that might cause your emails to be flagged. Ensure your email content is valuable, relevant, and engaging to encourage recipients to take action.

At The Lead Agency, we are experts in B2B email marketing, with experience in developing email campaigns that generate more and better quality leads.

We devise and run targeted email campaigns that speak to prospects and customers at different stages of the buyer journey.

We ensure that your email campaign improves awareness of and engagement with your brand. With The Lead Agency’s email marketing expertise, each and every contact with your customer adds value to your marketing conversation.

B2B email marketing offers numerous benefits and can drive significant returns for businesses. To make the most of it, you need to choose the right approach.

Here are three common types of B2B email marketing campaigns and when to use them:

  1. B2B Newsletters: Regular newsletters are a great way to share valuable information, updates, and highlight products or offerings. Best practices for newsletters include using high-quality contact lists, finding the right sending frequency, being direct and informative and using compelling subject lines that avoid spam trigger terms.
  2. B2B Marketing Automation: This approach focuses on capturing and nurturing leads through automated emails. By delivering targeted content and understanding the audience’s buying cycle, you can build engagement and drive conversions. Key steps for successful marketing automation include planning the automation flow, choosing suitable marketing automation software, delivering relevant content, and incorporating calls-to-action.
  3. B2B Email Outreach: Email outreach involves directly reaching out to new potential customers to gauge their interest in your product or service. It requires a well-sourced contact list and personalised emails that come across as personal communication. The outreach emails should be short, direct, and customised, starting with a brief introduction, explaining the purpose of the email, and offering to provide more information through a call or further content.

Once you’ve successfully convinced your prospects to open your email, the next challenge is guiding them from their inbox to your website.

Click-through rates (CTR) measure the percentage of recipients who clicked on a link compared to the number of opened emails.

Here are several tactics that can enhance your CTR:

  • Make your message clear and focused on a single purpose with a compelling call-to-action (CTA).
  • Add social sharing buttons to increase the CTR and extend the reach of your email campaign.
  • Ensure your emails are mobile responsive as most emails are opened on mobile devices.
  • Consider incorporating video in your email marketing, as it has been shown to significantly increase CTRs.

To fully leverage your digital newsletter, focus on optimising its impact and providing genuine value to users. By following several key steps, you can maximise engagement and achieve outstanding results.

  • Determine the right frequency: Find the balance between sending too many newsletters, which can overwhelm subscribers, and sending too few, which may lead to disengagement. Experiment with different frequencies and evaluate their effectiveness to determine the optimal schedule for your audience.
  • Segment your audiences: Categorise your subscribers based on their specific needs and preferences. By creating segmented e-newsletters, you can deliver highly targeted content that resonates with different recipient groups, leading to increased engagement and relevance.
  • Keep it concise: With readers having only an average attention span of eight seconds, make a quick impact with an attention-grabbing title. Keep the body text short, clear, and relevant, getting straight to the point. Offer additional resources or contact information for those interested in more details.

A strong email list is an excellent brand asset that can increase awareness, drive sales and boost loyalty. We’ve worked on a number of B2B email marketing campaigns, running integrated campaigns that include: 


An EDM (email direct marketing) campaign is usually a single targeted message designed to engage the reader and encourage them to perform an action. A strong, clear message combined with short and sharp copy and a singular call-to-action works best to cut through the inbox clutter and stand out from the many other messages.


An email newsletter compliments your website and sends relevant, targeted information to the right customers, with a consistent brand message that builds brand recognition and trust. We create newsletters with a consistent look and feel so your readership knows exactly what to expect with each issue and where to find the content they are looking for. We work with you to define the right colour schemes, content, call-to-actions and layouts that best resonate with your audience.

Lead generation emails

A well-structured welcome email campaign is key to building a successful email marketing strategy. If you have a lot to say, a series of Welcome emails can be created to help educate prospects about your brand and gradually build a relationship with them before you start to push promotional offers.

At The Lead Agency, we get you a great first impression every time with carefully crafted strategic welcome emails.

Re-engagement emails

A re-engagement email campaign can be a great way to stay in touch with lapsed members. Having non-engaged email addresses on your send list can have a negative impact on your deliverability. And it’s a waste. Re-engagement emails revive your previous hard work to re-connect with customers who have once indicated their interest in your business.

Our specific services include:

  • Email Design and Production: When it comes to email design, we believe in the principles of user-centred creative. This allows us to produce beautiful and functional emails that translate into real business objectives.
  • Email Strategy and Campaign Optimisation: An idea is only as good as its execution. That’s why we believe developing a sound email strategy with a focus on campaign optimisation is the foundation of any successful email marketing campaign.
  • Email List Growth: Your email database is one of your most important assets. We work with you to ensure you have a clear acquisition and retention strategy, and we define best practice goals for managing list hygiene.
  • Managed Email Marketing Services: The Lead Agency can act as an extension of your in-house marketing capabilities, giving you access to experienced email marketing professionals there to manage your entire program.