B2B email marketing
Strategy, prospecting and measurement in B2B emailing, from field experience since 2002.
All articles
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 marketingEmail 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 marketingB2B 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 marketingEmail 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 marketingMarketing 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 marketingCRM 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 marketing5 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 marketingChatGPT 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 marketingB2B 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 marketingB2B 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 marketingB2B 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 marketingEmail 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 marketingWill 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 marketingEmail 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 marketingHard bounces and soft bounces: understanding everything to protect your email campaigns
You've just sent out your email campaign. The statistics start to come in and then, surprise: some of your emails never reached their destination.
8 min read B2B email marketingAI for B2B email marketing
Is artificial intelligence revolutionizing email marketing? Software publishers and the specialized media are quick to claim so.
9 min read B2B email marketingEmail marketing trends 2026: what's really changing for professionals?
Email marketing has been declared dead a good dozen times since 2010. And yet, it continues to generate results that are the envy of most digital channels.
8 min read B2B email marketingB2B email conversion rates: how to measure and improve them in concrete terms
TL;DR In B2B email marketing, the conversion rate measures the percentage of recipients who have carried out the desired action after receiving an email…
17 min read B2B email marketingEmail 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 marketingBilan 2025 - what has changed in email marketing this year?
The year 2025 will be remembered as the year when email marketing had to reinvent itself under regulatory and technical pressure.
21 min read B2B email marketingB2B email prospecting: 15 techniques that really generate leads
B2B email prospecting is going through a paradoxical period.
17 min read B2B email marketingB2B SMS vs. B2C SMS: specificities and opportunities
SMS in B2B is not spam in disguise, it's intelligent direct communication.
6 min read B2B email marketingThe complete guide to B2B email marketing in 2025
Since 2007, people have been predicting the death of email marketing. Facebook would replace it. Then Slack. Then WhatsApp.
23 min read B2B email marketingBusiness KPIs that really count in B2B
We believe in measuring everything that can be measured in sales How many times have you heard the phrase in a meeting: "What can't be measured…
10 min read B2B email marketingEmail marketing - writing the message body that converts
In a business environment where every small business and agency receives an average of 50 emails a day, the way you write the body of your message can…
10 min read B2B email marketingOur software's key assets, responsive emailing and essential features
With over 46% of emails opened on mobile 📱, responsive emailing has become essential for any company wishing to maximize the effectiveness of its campaigns.
6 min read B2B email marketingBuilding loyalty with B-to-B email marketing
Retaining existing customers is a major challenge for any B-to-B company.
5 min read B2B email marketingUnderstanding 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 marketingSegmentation in marketing - capitalizing on advantages and mitigating disadvantages
Market segmentation is a marketing strategy used by companies to improve their message and product positioning in order to gain a competitive edge in a…
5 min read B2B email marketingHow to define the objectives of your email marketing strategy
In the vast world of B2B marketing, email marketing stands out as a powerful and flexible tool, capable of meeting a variety of strategic objectives.
10 min read B2B email marketingTargeted Email Marketing: Use Segmentation to Succeed 🌟
Targeted Email Marketing: Use Segmentation to Succeed 🌟
4 min read B2B email marketingHow to write high-impact, high-performance email subject lines?
In the world of email marketing, the subject line has become an essential lever for capturing subscribers' attention and encouraging them to open a…
3 min read B2B email marketingMaximize conversions from your landing pages, the B2B guide 🚀
Maximize conversions from your landing pages, the B2B guide 🚀
3 min read B2B email marketingThe Triangle of Trust in B-to-B Email Marketing
In today's hyper-connected and competitive world, trust has become an invaluable asset.
8 min read B2B email marketingA start-up guide to B2B prospecting with Email Marketing
In the B2B world, email marketing is an essential strategy for reaching, engaging and converting your prospects.
12 min read B2B email marketingCustomer focus: How to optimize your B2B email marketing strategy by creating a customer avatar
Email marketing is an essential tool for developing and maintaining strong business relationships in the B2B sector.
7 min read B2B email marketingThe disadvantages of emailing and how to overcome them
Emailing can generate a negative brand image For many Internet users, receiving spam from an advertiser is a real turn-off.
6 min read B2B email marketingThe advantages of B-to-B emailing
Did you read our previous article, Emailing is not dead?
4 min read B2B email marketingOpt-in, Opt-out, what do they mean?
Not just any address can be used for direct marketing. Precise rules must be respected at the time of collection, i.e. when the address is acquired.
2 min read