Design Strategies in B2B Email Marketing: A Study on Existing Customers
(A2025-125967)

AUTHORS

Amelia Dash, University of Eastern Finland; Tommi Laukkanen, University of Eastern Finland; Heli Hallikainen, University of Eastern Finland

ABSTRACT

This study investigates the role of design features in B2B customer marketing email campaigns targeted at existing customers . Specifically, we aim to identify the design elements that influence customers’ repeat purchase intent. In this context, call-to-action (CTA) links serve as an effective means of presenting the most critical actionable information and guiding customers toward the desired action. We use marketing and website analytics data from 70 B2B customer marketing emails, consisting of 184.213 customer contacts. Our findings suggest that lengthier marketing emails with higher character count reduce the number of CTA clicks, while the number of links in the marketing email increases the CTA clicks. The multimedia elements, such as images, videos, and audio files embedded in the email seem not to influence CTA clicks. The results recommend that B2B marketing managers should minimize the textual length and enrich the content with links to get the maximum number of CTA clicks on email marketing messages.