B2B email marketing

B2B email marketing

Email open geolocation: putting the data to work

Geolocating email opens in B2B: what the data is worth, why Apple, Gmail and security filters skew it, and how to use it without being misled.

8 min read B2B email marketing

Email and LinkedIn: the winning combination for B2B prospecting

How to combine email and LinkedIn in B2B prospecting: which channel to open with, what sequence to run, how to enrich your data safely and measure it all.

10 min read B2B email marketing

Account-based marketing and B2B email: targeting your strategic accounts

Account-based marketing applied to B2B email: choose your target accounts, write to several decision-makers, stay within the rules and measure by account.

10 min read B2B email marketing

Customer onboarding by email: building a sequence that converts

An onboarding email sequence takes a new B2B customer from Day 0 to Day 30: timeline, examples by sector, the metrics that matter and the legal framework.

13 min read B2B email marketing

Professional SMS routing: how to choose a B2B solution

SMS routing is the technical path your messages take to reach mobiles: direct route, aggregator or grey route shape deliverability, compliance and cost.

10 min read B2B email marketing

Email unsubscribe rate: understanding and optimising it

Benchmarks put the email unsubscribe rate between 0.12% and 0.22%. Above 0.5%, your segmentation or your sending frequency deserves a closer look.

10 min read B2B email marketing

B2B cold emailing: legal framework and best practices

In France, cold emailing a professional without prior consent is legal under three conditions: named business address, relevant message and easy opt-out.

9 min read B2B email marketing

Email provider market share in France (2025-2026)

No official study sets email provider market share in France, but the trends are clear: Gmail and Microsoft lead, ISP webmails decline, B2B has two suites.

9 min read B2B email marketing

Marketing automation: definition, how it works and B2B guide

Marketing automation triggers emails and SMS on each contact's behaviour. In B2B it shortens long sales cycles, aligns marketing and sales, and saves days.

11 min read B2B email marketing

CRM and B2B emailing: the essential integration

Connecting your CRM to your emailing platform means richer segmentation, the right message at the right stage of the sales cycle and GDPR compliance.

9 min read B2B email marketing

5 common marketing automation mistakes

Workflows launched without a strategy, a neglected database, ignored sending pressure, stale scenarios, overlooked GDPR: five mistakes and how to fix them.

7 min read B2B email marketing

ChatGPT for writing B2B emails: method, prompts and pitfalls

ChatGPT writes fast, but rarely gets it right first time. Everything hinges on the prompt and the proofreading. Here is the method for reliable B2B emails.

9 min read B2B email marketing

B2B email lead scoring: rank prospects by engagement signals

Lead scoring gives each prospect a score based on profile and behaviour. Your B2B email campaigns supply the most reliable signals: opens, clicks, replies.

8 min read B2B email marketing

B2B landing page A/B testing: why the classic method fails

Classic A/B testing needs at least 100 conversions per variant to be reliable. Most B2B campaigns never reach that volume. Here is what to do instead.

6 min read B2B email marketing

B2B marketing automation: 6 workflows that really convert

Six B2B marketing automation scenarios that produce qualified leads, from welcome series to buying-committee follow-up, with KPIs and mistakes to watch.

14 min read B2B email marketing

Email marketing statistics: key figures by sector

376 billion emails a day, a €36 return for every €1 spent (DMA) and a 33.9% average open rate in France: the key email marketing figures by sector.

8 min read B2B email marketing

Will AI replace email marketing copywriters?

AI speeds up email production, optimises subject lines and personalises at scale, but strategy, brand tone and empathy still belong to the copywriter.

8 min read B2B email marketing

Email marketing statistics: KPIs to steer your campaigns

Privacy protections distort open rates and the CNIL is reviewing tracking pixels: the email marketing KPIs B2B marketers should follow in 2026.

9 min read B2B email marketing

Hard bounces and soft bounces: understanding everything to protect your email campaigns

Hard bounces, soft bounces: what each one means, why they hurt your sender reputation, and how to handle them to protect your email campaigns.

8 min read B2B email marketing

AI for B2B email marketing

Is AI revolutionising email marketing? Beyond the hype, what it really changes for B2B campaigns: writing, subject lines, timing and where the human still.

9 min read B2B email marketing

Email marketing trends 2026: what's really changing for professionals?

Email marketing has been declared dead a dozen times since 2010 and still outperforms most channels. The 2026 trends that really change things for.

8 min read B2B email marketing

B2B email conversion rates: how to measure and improve them in concrete terms

B2B email conversion rates: how to define a conversion, measure it properly and improve it in concrete terms, from subject line to landing page.

17 min read B2B email marketing

Email marketing glossary: 80+ essential definitions

Discover our complete B2B email marketing glossary: deliverability, DKIM, SPF, GDPR, bounce, opt-in... 80+ terms explained simply by our experts.

46 min read B2B email marketing

Bilan 2025 - what has changed in email marketing this year?

2025 was the year email marketing had to reinvent itself: Google, Yahoo and Microsoft enforced authentication, and AI entered the workflow. What changed.

21 min read B2B email marketing

B2B email prospecting: 15 techniques that really generate leads

Professionals are more solicited than ever, yet email remains their preferred channel. Fifteen B2B email prospecting techniques that really generate leads.

17 min read B2B email marketing

B2B SMS vs. B2C SMS: specificities and opportunities

B2B SMS is not spam in disguise: well targeted, it reaches the right person at the right time. Specificities, legal framework and opportunities versus B2C SMS.

6 min read B2B email marketing

The complete guide to B2B email marketing in 2025

Since 2007 email has been declared dead, and in 2025 it is still the most profitable channel for B2B companies. The complete guide: strategy, list, content.

23 min read B2B email marketing

Business KPIs that really count in B2B

Not everything measurable matters. The business KPIs that really count in B2B email marketing, how to read them and how to turn them into decisions.

10 min read B2B email marketing

Email marketing - writing the message body that converts

Businesses receive around 50 emails a day. How to write a message body that gets read and converts: structure, tone, length and a single call to action.

10 min read B2B email marketing

Our software's key assets, responsive emailing and essential features

Over 46% of emails are opened on mobile: responsive emailing is no longer optional. The key assets of the Ediware platform for campaigns that display.

6 min read B2B email marketing

Building loyalty with B-to-B email marketing

Keeping a customer costs less than winning one, and a loyal customer becomes an ambassador. How to build B2B loyalty with email marketing, campaign after.

5 min read B2B email marketing

Understanding the purchasing mechanisms of BtoB email marketing

How B2B purchasing choices are impacted by individual organizational and environmental factors, and how to accelerate this process with email…

5 min read B2B email marketing

Segmentation in marketing - capitalizing on advantages and mitigating disadvantages

Market segmentation sharpens your message and positioning. Its advantages, its limits, and how to capitalise on the first while mitigating the second.

5 min read B2B email marketing

How to define the objectives of your email marketing strategy

Acquisition, trust, referrals, retention: how to define the objectives of your B2B email marketing strategy and choose the campaigns that serve each one.

10 min read B2B email marketing

Targeted Email Marketing: Use Segmentation to Succeed 🌟

The right message, to the right people, at the right time: how segmentation turns generic mailings into targeted email marketing that gets results.

4 min read B2B email marketing

How to write high-impact, high-performance email subject lines?

The subject line decides whether an email gets opened. How to write high-impact subject lines: length, personalisation, curiosity, and the words to avoid.

3 min read B2B email marketing

Maximize conversions from your landing pages, the B2B guide 🚀

Landing pages are where B2B email campaigns convert or fail. The guide to maximising conversions: offer, form, proof, speed and the tests that matter.

3 min read B2B email marketing

The Triangle of Trust in B-to-B Email Marketing

In B2B, trust is the currency that turns a contact into a customer. The triangle of trust in email marketing: sender, content and consistency over time.

8 min read B2B email marketing

A start-up guide to B2B prospecting with Email Marketing

Email marketing is the most direct way to reach, engage and convert B2B prospects. A start-up guide: targeting, message, timing and follow-up.

12 min read B2B email marketing

Customer focus: How to optimize your B2B email marketing strategy by creating a customer avatar

Build a customer avatar to focus your B2B email marketing on real needs: who your buyer is, what they read, what makes them reply and what makes them leave.

7 min read B2B email marketing

The disadvantages of emailing and how to overcome them

Brand image, spam filters, fatigue, legal constraints: the real disadvantages of emailing and how to overcome each of them.

6 min read B2B email marketing

The advantages of B-to-B emailing

Cost, targeting, measurement, reactivity: the advantages of B-to-B emailing for a company that wants to communicate and prospect effectively.

4 min read B2B email marketing

Opt-in, Opt-out, what do they mean?

Opt-in, opt-out: the rules that govern how an email address may be collected and used for direct marketing, in B2C and in B2B, and what they mean in practice.

2 min read