Most B2B brands copy what they see in their own inbox: flashy, discount-driven, DTC-style emails.
The problem? Those emails aren’t built for B2B buyers. They’re cluttered, slow to produce, and easy to ignore.
Our client was no different:
- heavy design & imagery
- multiple product blocks
- 10-15 links per email fighting for attention
- and no clear next step for readers to take.
So we stripped it all down.
We started sending short, plain-text campaigns:
- under 50 words
- 0-1 images or products per email
- 1-2 links per email
- one clear call to action
Not only are these emails faster to produce and easier to read, more importantly, they feel personal.
And when an email feels personal, buyers act.
We also started sending campaigns to the right people — segments built around buying signals and timing, not demographics or guessing.
So every campaign landed in an inbox where purchase intent already existed.
The result?
In our first 30 days:
→ Conversions immediately jumped 4×
→ Revenue per recipient increased 3x
→ And total campaign revenue in the first month exceeded the previous eight months combined
Because when relevance meets simplicity, email stops feeling like marketing — and starts driving revenue.
