Nurturing B2B relationships through emails

The client wanted to keep in touch with their current and prospective B2B users on a consistent basis.

By onboarding new users, sending them tips and tools to improve their experience. And through networking events and award ceremonies.

My Involvement
Wrote email copy for the client’s B2B email marketing campaigns.

3 weeks


The Brief​

The client’s new marketing strategy included several email campaigns that targeted their B2B users. The goal was to stay connected with these users throughout their user-journey.
These were campaigns on:

  • onboarding
  • upselling
  • perception maintenance
  • perception changing
  • re-engagement

I came on board to write the content for all the emails in these campaigns.

Getting to The Solution

I follow a time-tested process when designing messages. It starts with research & discovery and includes activities like:

  • reviewing existing content
  • considering brand guidelines
  • performing a competitor review
  • conducting audience research

Before I started writing the emails, I assessed how well their current emails adhered to the rules of writing for the web. I also went through their audience research information and looked at their competitors’ emails.

A selection of the email campaigns

The Solution

My guiding principles during this project were:

  • People do business with people, not companies.
  • Be honest, passionate, and attentive. And no corporate-speak.
  • No self-praising adjectives – the user is the star.
  • Don’t overwhelm the user with too many details (unless required).
  • Use their own stories to convince them.
A section from the Content Doc

I often present my work through video calls. And if possible, in person using a content doc and content wireframes.

Email – Upselling a premium feature
Content wireframe – Email upselling a premium feature
Content wireframe – One of several emails targeting churned users

I’ve worked with this client before so their design team know that my content wireframes are not a design suggestion.

But they are an essential document that show the content hierarchy.

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