Are your B2B email campaigns falling flat? Imagine transforming your 15% open rate into a consistent 40%+ engagement machine that automatically nurtures leads into customers.
That’s exactly what happened when Salesforce implemented their famous 5-part B2B email drip campaign, generating $1.2M in additional revenue in just one quarter.
In this comprehensive guide, you’ll discover 7 proven B2B email drip sequence examples that are driving remarkable results in 2025. From welcome sequences that convert 32% more leads to abandoned cart campaigns recovering 21% of lost sales, these strategies work across industries.
Whether you’re just starting with email automation or looking to optimize your existing B2B email drip campaign, these battle-tested examples provide the blueprint you need.
Discover 7 high-converting B2B email drip campaign examples that increase engagement by 3X and conversion rates by 25%, with step-by-step breakdowns of each sequence.
Fundamentals of B2B Email Drip Campaigns
Before diving into specific examples, let’s establish a solid foundation of what makes these campaigns work.
Key Elements of a Successful Campaign
A successful B2B email drip campaign combines several critical elements:
- Welcome emails: The first email sets the tone for your entire campaign, introducing your company and establishing expectations for future communications.
- Educational content: Providing value through blog posts, case studies, and free resources positions your business as an industry expert.
- Promotional content: Strategic offers, discounts, and product launches encourage subscribers to convert into paying customers.
- Social proof: Customer reviews, testimonials, and success stories build trust and credibility with your audience.
- Follow-up emails: Consistent touchpoints keep your brand top-of-mind and encourage action.
Best Practices for B2B Email Drip Campaigns
To maximize the effectiveness of your campaigns, follow these proven best practices:
Define your audience: Before launching any campaign, clearly identify who you’re targeting. Narrow your focus to reach prospects with super-relevant messages—marketers using segmented campaigns report a 760% increase in revenue.
Segment your email list: Divide your audience based on behavior, interests, or sales funnel stage to deliver highly personalized content.
Personalize your messaging: Tailor content based on recipient actions, interests, and where they are in the buyer’s journey.
Map out your campaign flow: Create a logical sequence that guides prospects through each stage of the sales funnel.
Keep the main message above the fold: Ensure your key points are visible without scrolling.
Automate for scalability: Set up your campaigns to run without manual intervention, allowing you to reach a large audience efficiently.
Track performance metrics: Monitor open rates, click-through rates, and conversions to optimize future campaigns.
Common Mistakes to Avoid
Even well-intentioned campaigns can fall flat if you make these common mistakes:
- Lack of personalization: Sending generic emails without customizing content based on recipient interests, role, or company.
- Weak subject lines: Using subject lines that are too generic, long, or irrelevant, resulting in low open rates.
- Poor segmentation: Sending the same message to all leads regardless of their level of interest or industry.
- Overly salesy tone: Coming across as too aggressive or immediately pushing for a sale in initial emails.
- Inconsistent sending frequency: Sending too many or too few emails can disengage your audience.
- Neglecting to analyze campaign performance: Failing to track key metrics and optimize based on results.
7 B2B Email Drip Campaign Examples
Now that we understand the fundamentals, let’s explore seven proven B2B email drip campaign examples that you can adapt for your business.
1. Welcome Series for New Leads
Industry: SaaS/Technology
Campaign Goal: Introduce new subscribers to the brand and establish expectations
Target Audience: New email subscribers and leads
Email Sequence Breakdown:
Email 1: Welcome Introduction
- Subject Line: “Welcome to [Company] – Here’s What You Can Expect”
- Timing: Sent immediately after signup
- Content: Introduction to the company, what to expect from future emails, and valuable resources to help understand products/services.
- CTA: Explore the website or product features
Email 2: Getting to Know You Better
- Subject Line: “How Can We Help You Achieve Your Goals?”
- Timing: 2-3 days after the first email
- Content: Request for more information about the subscriber’s challenges and goals through a survey or feedback form.
- CTA: Complete the survey
Email 3: Educational Content
- Subject Line: “Resources to Help You Succeed”
- Timing: 4-5 days after the second email
- Content: Curated resources based on the subscriber’s indicated interests
- CTA: Access the resources
Results: Welcome series typically see 50-60% open rates for the first email, with subsequent emails maintaining 30-40% open rates when properly segmented.
Key Takeaways: A well-crafted welcome series sets the foundation for your relationship with new subscribers. By immediately providing value and learning about their needs, you can tailor future communications for maximum relevance.
2. Educational Nurture Campaign
Industry: B2B Software
Campaign Goal: Establish thought leadership and nurture leads through the consideration stage
Target Audience: Leads who have shown interest but aren’t ready to purchase
Email Sequence Breakdown:
Email 1: Industry Insights
- Subject Line: “5 Trends Reshaping [Industry] in 2025”
- Timing: Triggered by resource download or website visit
- Content: Valuable industry insights and trends
- CTA: Read the full report
Email 2: Problem-Solution Narrative
- Subject Line: “How [Company X] Solved Their [Common Problem]”
- Timing: 4 days after Email 1
- Content: Case study highlighting how a customer overcame a common industry challenge
- CTA: Read the case study
Email 3: Expert Webinar Invitation
- Subject Line: “Join Our Exclusive Webinar: [Topic]”
- Timing: 1 week after Email 2
- Content: Invitation to a webinar addressing key industry challenges
- CTA: Register for the webinar
Results: Educational campaigns typically generate 3x more leads than promotional campaigns and establish stronger brand authority.
Key Takeaways: By focusing on education rather than selling, you build trust and position your brand as an authority. This approach is particularly effective for complex B2B products with longer sales cycles.
3. Abandoned Cart Recovery Campaign
Industry: E-commerce/B2B Supplies
Campaign Goal: Recover potential lost sales
Target Audience: Prospects who added products to cart but didn’t complete purchase
Email Sequence Breakdown:
Email 1: Reminder
- Subject Line: “You Left Something Behind”
- Timing: 1-2 hours after cart abandonment
- Content: Reminder of items left in cart with product images and specifications
- CTA: Return to cart
Email 2: Social Proof
- Subject Line: “See Why Others Chose [Product]”
- Timing: 24 hours after Email 1
- Content: Customer reviews and testimonials about the abandoned products
- CTA: Complete your purchase
Email 3: Limited-Time Offer
- Subject Line: “Special Offer Inside – Limited Time Only”
- Timing: 3 days after Email 2
- Content: Discount or incentive to complete the purchase
- CTA: Use discount code
Similar to Adidas’s approach, this campaign highlights the abandoned product and adds additional information to convince prospects to buy. The sequence is triggered when users abandon their cart, with timing being crucial to keep the product fresh in their minds.
Results: Abandoned cart campaigns can recover 10-15% of lost sales, with the first email typically performing best.
Key Takeaways: Timing is critical for abandoned cart campaigns. The first email should be sent shortly after abandonment, with subsequent emails adding value through reviews, customization options, or special offers.
4. Re-engagement Campaign
Industry: SaaS/Subscription Services
Campaign Goal: Re-activate dormant users or subscribers
Target Audience: Users who haven’t engaged with the product or emails in 30+ days
Email Sequence Breakdown:
Email 1: We Miss You
- Subject Line: “We’ve Noticed You’ve Been Away”
- Timing: Triggered after 30 days of inactivity
- Content: Reminder of the value proposition and new features
- CTA: Log back in
Email 2: What’s New
- Subject Line: “See What You’ve Missed”
- Timing: 5 days after Email 1
- Content: Highlights of new features or content added since their last engagement
- CTA: Explore new features
Email 3: Special Offer
- Subject Line: “A Special Offer Just for You”
- Timing: 7 days after Email 2
- Content: Discount or incentive to re-engage
- CTA: Claim your offer
Similar to Netflix’s approach, this campaign reminds users of content they previously enjoyed and makes recommendations for new content they might like. It’s personalized based on the user’s specific interests and previous activity.
Results: Well-executed re-engagement campaigns can recover 5-10% of dormant users, with personalized recommendations showing 2x higher engagement than generic messages.
Key Takeaways: Personalization is key to re-engagement. Reminding users of their previous positive experiences and offering something new can effectively bring them back to active status.
5. Post-Purchase Nurture Campaign
Industry: B2B Equipment/Software
Campaign Goal: Ensure customer success and satisfaction, leading to upsells and referrals
Target Audience: New customers who recently purchased
Email Sequence Breakdown:
Email 1: Thank You & Confirmation
- Subject Line: “Your Purchase is Confirmed – Next Steps”
- Timing: Immediately after purchase
- Content: Order confirmation, next steps, and getting started resources
- CTA: Access your account/product
Email 2: Onboarding Guide
- Subject Line: “Getting Started with [Product]”
- Timing: 1 day after purchase
- Content: Step-by-step guide to using the product effectively
- CTA: Start your onboarding
Email 3: Check-In
- Subject Line: “How’s Your Experience with [Product]?”
- Timing: 1 week after purchase
- Content: Check-in on their experience and offer support
- CTA: Contact support or access resources
Email 4: Review Request
- Subject Line: “Share Your Thoughts on [Product]”
- Timing: 2 weeks after purchase
- Content: Request for product review or testimonial
- CTA: Leave a review
Similar to Allbirds’ approach, this campaign follows up post-purchase with a purchase confirmation and later invites customers to leave a review after they’ve had time to use the product.
Results: Post-purchase nurture campaigns can increase customer lifetime value by 20-30% and generate valuable reviews and testimonials.
Key Takeaways: The post-purchase experience is crucial for customer retention and advocacy. By providing timely support and guidance, you can ensure customer success and encourage positive reviews.
6. Event and Webinar Campaign
Industry: Professional Services/Consulting
Campaign Goal: Drive event registration and attendance
Target Audience: Prospects and customers interested in specific topics
Email Sequence Breakdown:
Email 1: Event Announcement
- Subject Line: “Join Us for [Event Name]”
- Timing: 2-3 weeks before the event
- Content: Event details, benefits of attending, and speaker information
- CTA: Register now
Email 2: Value Teaser
- Subject Line: “Preview: What You’ll Learn at [Event]”
- Timing: 1 week before the event
- Content: Sneak peek of valuable insights from the event
- CTA: Secure your spot
Email 3: Last Chance
- Subject Line: “Last Chance to Register for [Event]”
- Timing: 1-2 days before the event
- Content: Final reminder with urgency
- CTA: Register now
Email 4: Thank You & Recording
- Subject Line: “Your [Event] Recording Is Ready”
- Timing: 1 day after the event
- Content: Thank you message and access to the recording
- CTA: Watch the recording
Similar to Sprout Social’s webinar campaign, this sequence first explains the event in detail with a registration link, then sends a reminder for those who missed the first message.
Results: Event campaigns with this structure typically see 25-35% registration rates from engaged subscribers, with 40-60% attendance rates.
Key Takeaways: Building anticipation through a series of emails increases both registration and attendance rates. Providing value before the event and following up promptly afterward maximizes engagement.
7. Trial-to-Paid Conversion Campaign
Industry: SaaS/Technology
Campaign Goal: Convert free trial users to paid customers
Target Audience: Active free trial users
Email Sequence Breakdown:
Email 1: Welcome to Your Trial
- Subject Line: “Your [Product] Trial Has Started”
- Timing: Immediately after trial signup
- Content: Getting started guide and key features to explore
- CTA: Log in and get started
Email 2: Feature Highlight
- Subject Line: “Discover [Key Feature] in [Product]”
- Timing: 3 days into trial
- Content: Detailed explanation of a valuable feature
- CTA: Try this feature
Email 3: Success Story
- Subject Line: “How [Company] Achieved [Result] with [Product]”
- Timing: 7 days into trial
- Content: Customer success story relevant to the user’s industry
- CTA: Read the case study
Email 4: Trial Ending Soon
- Subject Line: “Your Trial Ends in 3 Days”
- Timing: 3 days before trial end
- Content: Reminder of benefits and what they’ll lose when the trial ends
- CTA: Upgrade now
Email 5: Special Offer
- Subject Line: “Special Offer: Upgrade Your [Product] Account”
- Timing: 1 day before trial end
- Content: Limited-time discount or incentive to convert
- CTA: Claim your offer
Similar to Zapier’s trial-end campaign, this sequence sends weekly emails with time-limited discounts to encourage users to purchase after their free trial ends.
Results: Well-structured trial conversion campaigns can achieve 15-25% conversion rates, compared to 3-5% for trials without nurturing emails.
Key Takeaways: Focusing on value demonstration throughout the trial period is key to conversion. Highlighting specific features, success stories, and creating urgency as the trial ends drives decision-making.
Templates and Resources
To help you implement these strategies, here are some ready-to-use templates and resources for your B2B email drip campaigns:
Welcome Series Template
Email 1: Welcome to [Company]
Subject: Welcome to [Company] – Here’s What You Can Expect
Hi [First Name],
Thank you for signing up with [Company]! We’re excited to have you on board. Over the next few weeks, we’ll be sending you valuable resources to help you understand how our [products/services] can support your goals.
Here’s what you can expect from us:
- Expert insights on [industry topics]
- Tips for getting the most out of our solutions
- Updates on our latest offerings
Stay tuned, and feel free to reach out if you have any questions. We’re here to help!
Best,
[Your Name]
[Your Company]
Email 2: Getting to Know You Better
Subject: How Can We Help You Achieve Your Goals?
Hi [First Name],
We want to make sure that we’re delivering the best possible experience for you. Could you take a minute to tell us more about your current challenges and goals?
[Link to survey or feedback form]Your input will help us tailor our content and product recommendations to better suit your needs.
Looking forward to hearing from you!
Best regards,
[Your Name]
[Your Company]
B2B Email Drip Campaign Checklist
Use this checklist to ensure your campaigns are set up for success:
- [ ] Clearly defined campaign goals
- Identified target audience and segments
- Compelling subject lines (30-50 characters)
- Personalized email content
- Clear and single call-to-action in each email
- Mobile-optimized design
- A/B testing plan for key elements
- Defined KPIs for measuring success
- Compliance with email regulations (CAN-SPAM, GDPR)
- Unsubscribe option in every email
- Follow-up strategy for engaged recipients
Recommended Email Marketing Tools
Here are some top tools for creating and managing your B2B email drip campaigns:
| Tool | Best For | Key Features |
|---|---|---|
| Brevo | Small businesses & startups | Ready templates, visual workflow builder, multichannel drips |
| HubSpot | All-in-one marketing | CRM integration, advanced personalization, detailed analytics |
| Mailchimp | User-friendly interface | Easy automation, A/B testing, robust templates |
| ActiveCampaign | Advanced automation | Complex workflows, lead scoring, site tracking |
| Omnisend | E-commerce | Product recommendations, cart abandonment, SMS integration |
Conclusion
B2B email drip campaigns are powerful tools for nurturing leads, building relationships, and driving conversions. By delivering the right message at the right time, you can guide prospects through each stage of the sales funnel and significantly increase your conversion rates.
The seven examples we’ve explored demonstrate the versatility and effectiveness of drip campaigns across different industries and objectives. Whether you’re welcoming new subscribers, educating prospects, recovering abandoned carts, re-engaging dormant users, nurturing post-purchase relationships, promoting events, or converting trial users, a well-structured drip campaign can deliver impressive results.
Remember that successful B2B email drip campaigns share common elements: personalization, valuable content, clear calls-to-action, and strategic timing. By avoiding common pitfalls and following best practices, you can create campaigns that resonate with your audience and drive meaningful business results.
Ready to implement these strategies for your business? Start by defining your campaign goals, identifying your target audience, and mapping out your email sequence. Use the templates and resources provided as a starting point and continuously test and optimize your campaigns based on performance data.
Your next successful B2B email drip campaign is just a few clicks away!
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