How to Write a B2B Email Campaign That Actually Gets Opened

Every couple of years, as if on cue, a sensational headline comes out declaring email as universally dead. It happens with such regularity that it’s almost laughable now.

No, email is not dead. It’s your biggest marketing asset (and cheap, to boot!). People on your email list want to hear from you. They signed up for goodness’ sake! Your job is to give them what they want, which is ideally, insights and advice (read: no, not a self-promoting ad).

If you want to write an email that gets opened and maybe even *starred* (yes, we know you’re looking to go for gold!), then try these things on for size.

Stop Thinking Like a Business Leader and Start Thinking Like a Reader

One of the most common mistakes businesses make with email marketing is writing emails they want to send instead of what their people want to receive.

An effective email puts your reader first. Are you solving a problem for them with your content? Is there a useful takeaway? Would you read it if you weren’t the one who wrote it?

If the answer to any of these is no, then your content should not be a go.

Spend as Much Time Working on Your Subject Line as You Do the Body Content

Subject lines can often be thought of as an afterthought. If you want your emails to get opened, they simply cannot be.

B2B inboxes are often overflowing. Not only are you competing with other emails, but you’re also competing with other priorities outside the inbox. That’s a lot of competition, and you have just seconds to make an impression.

Your subject line has to do all the heavy lifting and convince the reader the contents are worth their time. Give them the “what’s in it for me?” pitch by creating strong subject lines that spark curiosity, highlight value or address a specific problem. Do not rush this process.

For example, instead of “Monthly Marketing Insights” or “Company Updates,” how about?

• Why Your Marketing Isn’t Working (And What to Do Instead)
• The Most Expensive Mistake We See Businesses Make
• What Six Months of Consistent Content Actually Does to Your Google Ranking

These subject lines have a few things in common. Can you tell? Alright, we’ll spill the beans: they’re focused on the reader, not the sender.

Be Helpful. Be Consistent.

Not every email is going to land with every member of your audience every time. That’s okay. But it’s why you have to be consistent. Depending on where your B2B reader is in their sales cycle, your message may not resonate in the same way as it will in 3 or 6 months. Keep showing up. Keep being helpful. Keep the human connection alive.

When you consistently provide thoughtful content and useful resources, people are going to open them. Because that’s what they want: trusted resources that feel like help, not sales-driven marketing.

If you’re looking for help writing emails that don’t get ignored, our team is here to help.

FAQs

How often should I send marketing emails?
There’s no universal cadence. What matters more is consistency. Whether it’s weekly or monthly, showing up reliably with helpful content builds more trust than sporadic, high-effort sends.

What makes a good subject line?
One that answers “what’s in it for me?” for the reader. Strong subject lines spark curiosity, highlight a clear benefit, or name a specific problem. Think “Why Your Marketing Isn’t Working” instead of something more bland and vague like, “Monthly Update.”

Why isn’t email dead, despite the headlines?
Because everyone on your list opted in (or should have, cough cough) – they want to hear from you. Email remains one of the most cost-effective channels precisely because the audience is already interested.

Should every email get an equal response?
No. Not every email will land with every subscriber every time, and that’s expected. Different readers are at different points in their decision cycle, so consistent, helpful content compounds over time.