Let’s focus this month on something we’ve all seen (and probably done).
You pull a list of contacts, maybe 500 deep. You need to generate engagement, leads, something! So, you fire off a product email to everyone with a “Schedule a Demo!” button. It’s kind of general and a little sales-y.
And then? Silence. Or worse, unsubscribes.
It’s a classic B2B move: Defaulting to broad, product-first messaging and hoping someone bites. The problem? It isn’t email as a channel. It’s how you’re using it.
The Biggest Problems with B2B Email (and Why They Happen)
When done right, email still has some of the best ROI in the game. But if you treat your list like a bullhorn instead of a conversation starter, you’re leaving a lot on the table.
Some of the most common examples of bad email behavior?
Pushing the product without offering any value.
You know the email. It reads like a spec sheet with a subject line that screams “NEW FEATURE DROP.” There’s no context or story. It’s just a list of what your product does. But here’s the thing: If someone doesn’t know why they should care yet, they’re not going to stick around to find out.
When your first move is “Here’s what we sell,” instead of “Here’s what this can solve for you,” you’ve skipped the part where trust gets built. People want help, not a pitch. They want to feel seen, not sold to.
Sending everyone the same message.
We’ve all done it. The list is small, or the segmentation’s a mess, so you send one email to everyone and cross your fingers. The problem? A facilities manager, a CFO, and a product engineer do not think about your solution the same way.
When every message is written for “anyone,” it ends up resonating with no one. It’s like handing out the same flyer at a tech conference and a logistics trade show. It might save you time, but it won’t drive results.
There’s no journey, just a jump.
A lot of B2B email strategies look more like scattered thoughts than thought-out plans. One day it’s a webinar invite, the next it’s a product launch, then silence for two months. No buildup, no context, just inbox whiplash.
What’s missing is a sense of flow. Email should feel like a guided experience, not a game of email roulette. If you’re not giving your audience a clear path to follow, don’t be surprised when they stop following altogether.
Your CTAs ask for too much (or nothing at all).
Most CTAs either ask way too much too soon (“Book a demo!”) or say absolutely nothing (“Click here to learn more”).
Think about how you engage with emails. Would you schedule a meeting with a company after one vague message? Or click a button that gives you zero context? Probably not.
Instead, CTAs should match the moment. Offer something light. Low-pressure. Make the next step easy and obvious and give your audience a reason to take it.
What to Do Instead: Smarter, More Strategic B2B Emails
The good news? You don’t need a massive database or a full-time email team to do better. You just need a shift in mindset and a little more strategy. Here’s where to start:
Lead with value, not product.
Your email isn’t your pitch deck. Before you ask for anything, offer something. Think checklists, how-tos, industry insights, or even a short POV piece that speaks directly to a challenge your audience is facing. You’re not trying to sell in the first message—you’re trying to start a conversation.
Segment smarter, even with a small list.
If you’ve only got 300 contacts, that doesn’t mean you can’t segment. Look at job titles, industries, or funnel stages. Even two buckets (e.g., decision-makers vs. end users) can make a huge difference. Tailor the message. Speak directly. Make it feel like it was meant for them.
Think nurture, not blast
One-off emails might spike a few clicks, but they rarely build trust. Instead, build a simple 3-5 email nurture sequence around a specific campaign, offer, or theme. Something that slowly warms up your leads with value, context, and soft asks. You’ll see stronger engagement and better conversion.
Match your CTA to their mindset
Not everyone’s ready for a demo, and that’s OK. Use your CTA to guide the reader gently. If it’s a first touch, offer a helpful resource. If they’ve clicked on three emails in a row? Sure, ask for a call. The key is to earn the right to ask for their time.
Align with your broader content strategy
Your emails shouldn’t exist in a vacuum. Tie them to your blog content, case studies, or thought leadership. Share a relevant article or tease an upcoming guide. If you’re already investing in content elsewhere, your email list is the perfect place to get more mileage out of it.
What Better Email Looks Like
Picture this:
- Subject line: “3 Signs Your Ops Workflow Is Slowing Down”
- Body copy: Quick, scannable bullets that highlight common pain points.
- CTA: “Read our quick checklist”
No pitch. No hard sell. Just something useful that gets the click and earns the right to keep the conversation going.
Then maybe email two offers a case study. Email three invites them to a webinar. By the time you do ask for a call, they’re actually interested. And, if you’re watching your metrics closely, you’ll know who might those people might be.
Let’s Make Email Work Again
If your B2B emails aren’t landing, it’s not because your product isn’t good or your audience isn’t interested. It’s probably just the approach. When you slow down, segment smarter, and lead with value, you create space for real engagement.
And if you’re ready to rethink how email fits into your marketing engine?
Dennison Creative can help you build smarter campaigns that connect, convert, and actually get read.