Roving Report: B2B Emails — A Huge Opportunity for Writers

Email Marketing

Steve Slaunwhite is a Master B2B (Business-to-Business) Copywriter. One of his favorite — and most lucrative — types of copy to write is email.

When Heather Robson, Wealthy Web Writer’s Managing Editor, introduced him to teleconference attendees, she noted that she’s been writing email for B2C (Business-to-Consumer) businesses for a long time, but she’s just becoming aware of the huge potential on the B2B side.

She had some questions for Steve about the B2B email copywriting opportunity — you can listen to the entire teleconference HERE.

#1. In what ways do B2B companies use email to help sell their products and services?

There are a lot of similarities to the consumer side, but the biggest difference is that B2B companies send a lot of emails — over a million email campaigns per day in North America.

That’s not a million individual email messages sent, Steve explained, but over a million distinct campaigns to lists that can number in the tens of thousands.

The companies use email to send promotions about their products and services, to generate leads, to nurture leads, and to keep their target audiences updated about their business.

For example, a company might use a white paper to generate leads. That involves an email campaign for people to sign up for the white paper, and then a series of emails to follow up with those who opted in.

The purpose of the follow-up is to generate more interest so readers will take the next step in the buying process.

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.

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