Top 5 B2B Email Marketing Ideas 2025
In 2025, B2B emails are only getting smarter and more reactive, so as marketers, we have to develop our toolkit to perform in a competitive landscape.
Here are our top 5 B2B email marketing ideas to improve your strategy in 2025.
1. Experiment with new subject lines
A/B testing different subject lines in your emails will help you build an audience relationship based on their preferences and increase your open rates. You can test subject lines based on different values such as emojis, copy or length to see which attracts more engagement to your CTAs.
Example:
Create two subject lines with two different tones to test if your audience responds better to the problem or the solution.
“Having issues scaling your business? vs. “The best software to scale!”
2. Optimise Email Layout and Design
While keeping a healthy balance of images and text to pass spam filters, testing different email designs with bold themes will help you build perspective on what design your audience is drawn to. Typically, B2B emails have an even ratio of images and text; however, depending on what product or service you’re selling, readers might want to experience more text or more images.
Likewise, take a look at where you’re putting your CTA (call to action) buttons and links. Are you putting them high up on your email, or lower down after the users have read the entire content? A small thing like the positioning of images and buttons can have a huge impact on email click-through rate.
3. Automate loyalty awards
Using an email marketing platform like Mautic allows you to collect engagement points automatically when businesses receive your emails. With Mautic Lead Scoring, you can configure a point collector that registers points for businesses that open more of your emails or complete more forms. When the custom loyalty threshold is reached, they automatically receive a reward email.
The same goes for leads with a low point score – they can receive a unique email that entices them to re-engage. This can be an ongoing system that works for all of your emails and keeps your engagement data in one platform, so building new marketing segments is easier too.
4. Use Dynamic Content
If you are feeling strategic enough to catch two fish with one net, dynamic content tools are for you! Instead of sending two separate emails to two separate groups, you can allow one group to open your email, but view an alternative block based on their information or preferences.
Email marketing platforms like Mautic have filters and variation tools so you can choose who sees industry-specific photos or offers. For example, if you have one sales email going out in one month to a range of contacts, you can choose to show or hide a section about AI to contacts who have more or less interest in AI topics. Another way of using this is to mention events that are relevant to the location of your contacts.
5. Segment your audiences wisely
Research shows that to achieve 50% more clicks on your ‘buy now’ buttons, it’s recommended to use segmented emails rather than unsegmented. There are many ways you can do this, whether it’s by the location of your contacts, the date they signed up, or their industry. If you are gathering internal points on their engagement with a system like Mautic lead scoring, you can use this data to craft unique campaigns. You can build a target segment with the stats from your email points system. In this video, we explain a little more about how to manage your contact segments and tactically spin them into your campaigns.
Once you have a good segment of people who are engaging with a campaign more, it doesn’t mean you have to spoil it! You can still follow the 70-30 rule with your precious segments, providing them with 70% informative content and 30% sales in each communication. This keeps your brand and reputation aligned across all levels.
The future of B2B email marketing starts now
B2B email marketing in 2025 demands a smarter, more strategic approach—one that prioritises personalisation, testing, and automation. By innovating your subject lines, experimenting with design, leveraging dynamic content, automating loyalty rewards, and segmenting your audience effectively, you can build more meaningful communication. As competition grows and inboxes get busier, the brands that succeed will be those that continuously adapt, refine, and connect with their audience on a deeper level. If you would like training on some of the skills above, contact us directly to try your new email marketing platform.
