20 of Our Experts' Favourite Email Marketing Campaign Ideas

Email isn’t dead, but boring emails deserve to be.

You know the ones: “Just checking in…” subject lines, lifeless copy, calls-to-action that sound like they were written by a ChatGPToaster. No surprise your audience ghosted you, your emails read like a tax return.

But here’s the twist: email still works. In fact, it can be one of the most powerful tools in your B2B arsenal if you stop playing it safe and start sending campaigns that deserve to be opened.

At Axon Garside, we’ve helped clients turn email into a lean, lead-generating machine. We’ve tested what works (and what flops), and we’re lifting the curtain on 20 of our favourite, tried-and-tested email marketing campaign ideas.

These aren’t the same old “don’t forget your newsletter” tips. You’ll get:

Campaigns that target real problems (and solve them fast),

Creative formats to engage even the most cynical inbox-scrollers,

And tactics that align email with sales, without sounding like a sales pitch.

Every idea is practical, scalable, and easy to drop into your next nurture flow. Whether you need a quick win or a whole new email strategy, this list is your new best friend.

Let’s make email exciting again.

Grab our B2B Email Marketing Playbook

Read our Guide to B2B Email Marketing for bonus strategies and plug-and-play templates.

20 Great Email Campaign Ideas - Straight from our Team

1. The “Painkiller” Campaign

No fluff. No filler. Just a sharp email that hits your ICP’s biggest headache and offers an instant remedy, whether that’s a resource, solution, or next step. These work because they skip the pleasantries and lead with value.

• When to use: Early-stage nurture or re-engagement.
• Why it works: Relevance = results. Solve a real pain, and people pay attention.
• Use a subject line that names the problem: “Struggling with [pain]? Try this.” Add a short video or infographic for extra punch.

2. Customer Win Story

Forget polished case studies, this is the quick-hit version. Share a bite-sized success from a real client, with hard numbers if you’ve got them. Ideal for showing proof without screaming “Buy now!”

• When to use: Mid- to bottom-funnel conversion.
• Why it works: It’s social proof in story form, fast, credible, and confidence-building.
• Bonus tip: Pull a quote from the client as your hero line. If it reads like a testimonial, even better.

3. The “What You Missed” Round-Up

Round up recent blog posts, webinar recordings, product updates, anything they might’ve missed, and serve it up in a clean, skimmable digest.

• When to use: Monthly email or after a busy campaign period.
• Why it works: It creates FOMO and gently nudges engagement from quieter contacts.
• Bonus tip: Use bold headers, one-line summaries, and CTA buttons like “Catch up in 2 minutes.”

4. 1:1 Repurposed Webinar Follow-Up

Turn a recent webinar into a personalised follow-up journey. Segment by attendee behaviour (joined, registered, asked questions) and tailor your email accordingly.

• When to use: Immediately after a webinar or virtual event.
• Why it works: You stay top of mind while the content’s still fresh, and move contacts deeper into the funnel.
• Include a “based on what you saw” resource or offer. Make it feel personal, not automated.

5. Subject Line A/B Split Campaign

Same email, two subject lines, sent to test which one pulls better opens. Simple to run, surprisingly insightful. Even small changes, a number, emoji, or a shift from friendly to formal, can give you valuable insight into what resonates.

• When to use: Any high-priority send.
• Why it works: You get quick, actionable data that can shape not just your emails but also broader messaging strategy.
• Test extremes. We’ve seen standout results by pitting curiosity-driven headlines against direct, problem-solving ones, just like in this A/B test round-up from our own campaigns.

6. The Product-Led How-To (That Actually Helps)

Nobody wants another “look at this feature” email. Instead, give your readers a real-world challenge and show exactly how your product solves it. Think of it as a mini blog in email form, only shorter, snappier, and way more helpful.

Use this style to guide leads through common B2B roadblocks: onboarding bottlenecks, reporting pain, workflow chaos. The key is to deliver clarity, not a sales pitch.

• Best used in email marketing campaigns aimed at product-qualified leads
• Bonus: it doubles as a subtle conversion nudge
• Skip the jargon. Make it usable, not just impressive

7. Personalisation That Goes Beyond ‘Hi [First Name]’

We get it, you’ve got dynamic fields. But B2B email marketing gets interesting when you actually use them in meaningful ways.

Try referencing industry-specific trends, a recent piece of content they downloaded, or even a pain point based on their role. Instead of sending one-size-fits-all emails, you’re giving each segment something that feels handcrafted.

Use this tactic in mid-funnel nurture flows or onboarding drips. It’s particularly effective in email marketing campaigns designed to warm up leads before sales steps in.

Done right, it feels like 1:1 outreach at scale. Magic.

8. Polls: Because People Love Clicking Buttons

Want to increase engagement and generate customer insight at the same time? Drop a single-question poll into your next email marketing campaign and watch the click-throughs roll in.

Ask something simple, what’s your biggest challenge right now? or Which topic should we cover next? You’ll learn what matters, and they’ll feel heard.

Then, here’s the trick: use the results to shape your next content-based nurture sequence. Not only does this make your emails more effective, it also shows your audience you're actually listening. Wild, right?

The Reactivation Email That Says “We Miss You” (But Cooler)

Every contact list has its lurkers, those who haven’t opened, clicked, or cared in weeks. Instead of quietly unsubscribing them and pretending it never happened, send a reactivation email that’s bold enough to earn attention.

Whether it’s a cheeky subject line, an unexpected offer, or just some straight-talking honesty about why they’ve gone cold, this type of email campaign can turn silent contacts into qualified leads again.

We’ve used this ourselves for client campaigns (hello, Redway Networks) and saw disengaged leads turn into revenue.

Timing tip: deploy after 60+ days of inactivity. Give them one last reason to care.

10. Anniversary Emails That Aren’t Cringe

Skip the generic “Happy Anniversary!” and send something that actually adds value. A well-crafted anniversary email can reinforce loyalty, re-engage dormant contacts, or simply remind clients why they partnered with you in the first place.

• When to send: 3, 6, or 12 months after sign-up, onboarding, or deal close
• Why it works: It’s timely, unexpected, and doesn’t try to sell—making it stand out in B2B inboxes
• Best for: Mid-funnel nurture sequences or soft post-sale engagement
• Include something useful, like “1 year on: your key wins” or a tailored resource roundup

Use this touchpoint to build goodwill and long-term retention, especially within longer email marketing campaigns.

11. The Content-Based Nurture Sequence

Your prospect downloaded something. Great. Now what?

Don’t drop them into your generic monthly newsletter and hope for the best. Instead, build a short nurture sequence directly tied to what they engaged with. Think 3–4 emails, each one aligned to a key pain point or follow-up topic.

This isn’t about flooding inboxes, it’s about momentum. You’re taking a single moment of interest and turning it into a guided journey toward conversion.

• Use case: After a gated content download (eBook, checklist, tool)
• CTA idea: “Here’s what to read next…”
• Good fit for: Product-led content marketing or sales-aligned campaigns

These sequences are a cornerstone of effective email marketing campaigns, and a smart way to align with buyer intent.

12. Lead Scoring Trigger Emails That Actually Trigger Action

Lead scoring isn’t just for sales alerts. Used properly, it can be the secret weapon in your email strategy.

When a contact hits a threshold, multiple page views, a content binge, or one juicy demo request, kick off an automated email tailored to their behaviour. It feels proactive, not robotic.

We’re talking “You might find this useful…” rather than “Call now for a quote.” No pressure, just perfectly timed relevance.

Perfect for:

• Accelerating pipeline movement
• Bridging the gap between marketing automation and sales follow-up
• Maximising the ROI of your scoring model

Don’t let your lead score sit in the CRM collecting dust, put it to work.

13. Behind-the-Scenes Emails That Build Real Connection

Sometimes, the best way to sell is to stop selling. Give your subscribers a peek behind the curtain, a team story, a project snapshot, or even a candid learning moment.

You’re not just showcasing culture; you’re humanising your brand.

In long B2B sales cycles, trust matters. These kinds of email marketing examples are surprisingly effective at building it.

A few ideas:

• “Meet the team behind [project]”
• “What we got wrong—and what we fixed”
• “A day in the life at [Your Company]”

Light on sales, heavy on personality. That’s the balance.

14. “We Fixed It For You” UX Update Blast

Got product improvements? Customer-inspired tweaks? Shout about them. This type of email is a win-win: it shows you listen and you’re constantly improving.

Why it works:

• Proves you're responsive to feedback
• Reinforces credibility and product maturity
• Encourages re-engagement with users who've drifted

Make it punchy. Lead with the fix, not the backstory. “You asked—we delivered” has more impact than “After months of internal discussion…”

One of the more underrated email marketing tactics, and a great play for existing customers.

15. The Client Shout-Out Series

Let’s flip the spotlight. Instead of always talking about your brand, highlight your clients—their wins, milestones, or feedback.

Think:

• “[Client] hit a 40% conversion rate—here’s how”
• “A shout-out to [Client] for smashing their KPIs”

Keep it concise, celebratory, and results-led. These kinds of successful email marketing campaigns do double duty: delighting existing customers and nurturing future ones.

16. The Free Resource Drop (No Strings Attached)

Forget the gate. Sometimes the best way to build goodwill, and attention, is to give something valuable away with zero friction.

Whether it’s a calculator, spreadsheet, planning template or short how-to guide, a free resource drop makes your email campaign instantly useful.

• Why it works: It surprises readers in a good way. You’re not asking, you’re giving.
• When to send: As a nurture boost or audience re-engagement
• Best for: Encouraging shares and increasing brand visibility

Not all effective email marketing campaigns need a conversion goal. Sometimes, trust is the better currency.

17. The Anti-Sales Email

This one breaks all the rules, on purpose. No CTA, no “book a call,” no “download now.” Just helpful insight, interesting commentary, or genuinely valuable content your audience didn’t know they needed.

Perfect for:

• Warming cold leads
• Nurturing high-value contacts without pressure
• Building long-term credibility in crowded inboxes

Think of it as a mini newsletter that earns attention through quality, not ask.

Ironically, these no-pressure emails often lead to unexpected replies or forward momentum. A great reminder that email marketing strategy is as much about trust as it is about clicks.

18. The Beta Invite Campaign

Everyone loves early access—especially in B2B. Inviting your most engaged contacts to test a new feature, service, or resource makes them feel like VIPs.

It also creates a feedback loop and pre-launch buzz.

Tips for success:

• Make it exclusive but not pretentious
• Set expectations clearly (e.g. “You’ll get 7 days to play with it before anyone else”)
• Use urgency sparingly—“limited spots” should actually mean something

Great for email marketing campaigns targeting loyal customers, product champions, or high-intent leads.

19. The One-Question Survey Email

Simple, short, and surprisingly effective.

Ask your contacts one strategic question, something like “What’s your biggest marketing challenge right now?” or “What would you like to learn more about?”

It creates a micro-conversion opportunity. And better yet, it gives you the insight to build smarter, more targeted content and future email marketing examples that hit the mark.

Tip: Keep the email body under 50 words. Let the question and the CTA do the talking.

20. The Plain Text ‘From a Real Person’ Email

Strip out the formatting. No banner, no header, no HTML fluff. Just a simple email, from a named person on your team, that reads like it was manually typed (even if it wasn’t).

This format cuts through the clutter and feels personal, even if it’s automated.

Use it when:

• You want to invite feedback or a quick reply
• You’re following up on a resource download
• You need a no-nonsense re-engagement message

Among the most successful email marketing campaigns we've seen, this style often gets the most replies. Sometimes, less is more persuasive than all the bells and whistles.

Ready to Reboot Your Email Strategy?

You don’t need to reinvent the inbox; you just need better ideas. Whether you’re trying to revive a tired nurture sequence, spark more replies, or finally get your sales team to love your marketing emails, these campaign ideas are designed to get results without overcomplicating the process.

The best B2B email marketing strategies aren’t the ones packed with features; they’re the ones your audience reads, remembers, and clicks.

Pick one idea, test it this week, and see what happens. Or stack a few together and rebuild your entire email approach. Either way, the goal is the same: email marketing campaigns that feel less like spam and more like a service.

Want more tactics, templates, and strategy tips? Read our B2B Email Marketing Guide - it’s packed with practical advice, proven frameworks, and bonus examples you won’t find in this blog.