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The Importance of B2B Email Marketing in 2023

Despite the rise of webinar marketingcontent marketing and other marketing forms, email marketing, specifically B2B (business-to-business) email marketing is increasingly being recognised as one of the top-notch digital marketing tools to use in 2023. But what exactly does the term “B2B email marketing” incorporate, what is the importance of B2B email marketing in 2023, what are the benefits, and how can you get started with your B2B email marketing campaign? Read on to find out. 

What is B2B Email Marketing?

B2B email marketing is the use of emails as part of your marketing strategy to advertise or promote your brand’s products or services to other businesses. It is a tool that can also be used to increase brand awareness and communicate and engage with your audience. In fact, email marketing continues to remain the preferred means of communication for many leading businesses.   

HubSpot gathered data from over 1200 global marketers and found email marketing to be one of the top 3 marketing channels of 2023. And rightly so. The number of email users worldwide continues to grow every year. Research from FinancesOnline states there were 4 billion email users in the world as of 2020, with growth forecast at a steady 3% annual rate, and the number predicted to reach close to 4.5 billion in 2024. 

The Importance of B2B Email Marketing in 2023 and beyond

Serving as a bridge for communication between businesses and their audiences, B2B email marketing will only get bigger and stronger in 2023 and beyond. According to Statista, the global email marketing market was valued at 7.5 billion USD in 2020. It is estimated to reach almost 11 billion USD in 2023 and projected to increase to close to 18 billion by 2027. Simply put, B2B email marketing is here to stay.

5 Key Benefits of B2B Email Marketing

Whether you’re a small to medium-sized enterprise or a large organization, the benefits that B2B email marketing offers are tremendous. 

1. Boosted brand awareness

Crucial to the growth and success of every business, increased brand awareness allows a business to prove itself as a recognised and trusted name in the industry. You can use emails to reach your audience and stay top of mind with industry updates, trending news, advice, and your product or service information and offers.   

2. Personalised, targeted messaging 

Email marketing allows you to divide your audience into smaller segments based on desired criteria such as industry, job title, and location, a concept called segmentation. You can then fine-tune your emails and target your audience at various stages of their buying journey with personalised messages that are more likely to be positively received, and in turn, nurture and nudge your leads down your sales funnel. 

3. Lead generation and conversion 

B2B email marketing is a terrific way to generate and convert leads as it encourages action with calls-to-action (CTAs), such as visiting a website or custom landing page, contacting you for more information, filling in a form, or even buying a product or service. Slowly but surely, your email marketing campaigns can qualify your leads into potential customers. 

4. Cost-effective tool with high ROI (Return on Investment) 

In comparison to other digital marketing solutions, B2B email marketing is a cost-effective way to reach potential customers, in terms of budget and time. ROI is high too, with marketers receiving $36 for every $1 they spend on email marketing (source: Litmus).  

5. Measurable results 

With the help of email tracking software, you can capture metrics such as open rates, click-through rates, and conversion rates to decide the success of your email campaigns and to make future improvements. 

How to get started with your B2B Email Marketing campaign

  • Choose an email marketing platform to suit your goals and aims. 
  • Gather real information from real people for your email marketing list through opt-in forms, social media, and personalised landing pages. Segment this information for added effectiveness. 
  • Plan and create your first email, keeping in mind the importance of a subject line, copy and layout. 
  • Preview, test and execute your first B2B email marketing campaign. 
  • Monitor your success with the help of email tracking software and refine your email campaigns as needed. 

How can we help you with B2B Email Marketing?

There’s no denying that B2B email marketing is a crucial part of any successful marketing strategy. It is a powerful tool that can take your business to the next level if executed correctly.

If you need help getting started with your B2B email marketing needs, Smartcore can be your guide. As the digital marketing service for suppliers of ingredients, you can leverage our established global network and expertise to reach engaged ingredients buyers at every stage of their online customer journey. Not only this, but if you face specific issues such as not owning email lists or being well-versed in detailed segmentation, our email marketing campaigns can help you reach your relevant audiences. From there, you can generate leads, nurture them and even build your email lists, without worrying about setting up, targeting, optimising or reporting. Our expert team takes care of everything. 

Here are two effortless yet effective B2B email marketing solutions we suggest you try: 

  • Custom Branded Emails are a highly targeted marketing tool that offers benefits such as a boost in brand recognition, the ability to generate high-quality leads, and the chance to reach ingredients buyers throughout the year. This dedicated email campaign allows you to handpick your target audience from our database of 310,000+ ingredients professionals and successfully direct them to your landing page on one of our websites. 
  • Email Newsletter Advertising offers an effective way for you to reach your target audience and gain maximum brand exposure. It enables you to share your brand or product information via a banner or sponsored article with over 117,000 of our newsletter subscribers, who happen to be ingredients buyers that rely on us for information about the food and nutrition industry. 


Contact us today to learn more about the services we offer and what challenges we can solve for your brand. Get in touch here



Serena Warren

13 March 2023