Top Email Design Trends for B2B in 2021

Top Email Design Trends for B2B in 2021

Email design trends for 2021 reflect the new and unexpected challenges that B2B businesses and marketers faced during 2020—budget cuts, rapid change, and less in-person meetings. In a 2020 survey of CMOs by Gartner, 44% reported facing midyear budget cuts due to the effects of the pandemic.

Despite all this change email marketing has proven to be a tried-and-true tool to reach customers and increase B2B sales. Email engagement is at an all-time high according to email marketing platform, Mailchimp’s recent email marketing report.

With the loss of in-person events and face-to-face contact, more B2B marketers are turning to email to generate leads. In this post, I share 4 email design trends to practice for the year ahead to successfully generate and nurture leads while also retaining your existing clients.


B2B customers have come to demand and expect relevant and personalized content. According to online email testing software Litmus, personalized emails get 122% more return.

Below are a few easy ways to personalize your emails:

  • Provide a “from name”

People are much more likely to open and engage with an email when they feel it is from an individual they know and trust rather than a corporation or company. Make sure to include a designated name on send, example: John Doe from Vandelay Industries. This helps to humanize your brand and message.

  • Gather data to tailor content and imagery

Using data helps sell solutions that solve a particular problem for a specific segment of your audience. Make sure you’re segmenting your audience and tailoring the content and imagery in your emails to match each audiences’ pain points.

Big Bold Type

Good visual hierarchy helps customers read through content faster and easier. Big, bold type is a trend for 2021 because it creates impact and engages audiences quickly. Less is more when dealing with text; it’s got to be attention-grabbing, yet not over the top; enticing but not overwhelming.

Bop Design Newsletter with Big, Bold Type

Soothing Color Palettes

Pantone’s Color of the Year… is not one but two colors, Pantone 17-5104 Ultimate Gray and Pantone 13-0647 Illuminating. This medium tone gray and vibrant yellow are a reflection on the year we have all survived.

Leatrice Eiseman, executive director of the Pantone Color Institute, says,

“The selection of two independent colors highlight how different elements come together to express a message of strength and hopefulness, conveying the idea that it’s not about one color or one person, it’s about more than one. The union of an enduring Ultimate Gray with the vibrant yellow Illuminating, expresses a message of positivity supported by fortitude. Practical and rock-solid but at the same time warming and optimistic, this is a color combination that gives us resilience and hope. We need to feel encouraged and uplifted; this is essential to the human spirit.”

In short, bright color accents, juxtaposed with neutral/calming colors, will be used a lot in the coming months—helping us all bounce back and get back to business.

Pantone Colors for 2021


Animated GIFs will continue to engage and excite customers. You want something to dazzle your viewers, but by using reasonable file size. So instead of fully animated effects in newsletters, the email design trend of 2021 is to overlap animations with other, static images.

Animations for Emails


B2B marketers should shift how they view email marketing as not just a selling tool, but also as a relationship-building tool for 2021.

How to Generate More Leads For Your Business

How to Generate More Leads For Your Business

Let’s be honest. Starting a business is not hard. But keeping it afloat? That’s the hard part.


Because you need customers. Lots of customers to sustain the business.

But the problem is for any business, only 3% of people are ready to buy. So what happens to the remaining 97%?

How do you get them to go from strangers to customers?

The answer? – Leads!

Leads are people who express interest in what you are selling.

By getting more leads, your chances of getting more customers will increase.

Here are 5 simple ways to generate more leads for your business.

1. Create a Lead Magnet

Have you ever visited a website or a landing page where you were asked to drop your email address to get a free eBook or guide?

That’s an example of a lead magnet.

A lead magnet is an incentive you give people in exchange for their email address and other contact information.

Once you receive their email address, you can then nurture them through emails till they are ready to become customers.

Examples of lead magnet include an eBook, a cheat sheet, swipe file, reports, free trails, etc.

Remember, it must be FREE, relevant, valuable and easy to use.

2. Through Word-of-mouth Marketing

The best of marketing since time immemorial still remains word-of-mouth marketing.

To get more leads for your business, you can simply ask your current customers, friends, and families to refer people to your business.

In fact, to interest them more, you can offer a form of reward for every referral you get.

That way, they will be more inclined to help you spread the word about your business.

3. Leverage Social Media

The mistake many businesses make with social media is that they use it to sell! sell! sell!

The best way to use social media for your business is to provide as much value as you can.

To do this, you should often post valuable educational content on your social media pages to help people solve their problems.

Content can be videos, images, podcasts, live videos, infographics, etc.

This way, various people will contact you and you can take it up from there.

4. Answer Questions on Forums

Another simple yet effective way of generating leads for your business is through forums like QuoraRedditNairaland, etc.

These sites have millions of people from different demographics posting daily questions.

If you can answer enough questions related to your niche, this will position you as a thought leader.

The best thing is you can leave a link directly to your website or landing page.

People will take notice of your profile and most likely check out your website and what you have to offer.

5. Use Influencer Marketing

Wikipedia defines Influencer Marketing as “a form of social media marketing involving endorsements from influencers, people and organizations who possess an expert level of knowledge and/or social influence in their respective fields.

In layman terms, this means using influencers who can influence the buying decisions of their followers to promote your business.

Contrary to the popular opinion where you have to pay huge amounts to influencers, you can simply reach out to them and ask nicely.

Alternatively, you can offer them a chance to make use of your product or service for free.

Their followers will see this as proof of your credibility which enhances your chance of attracting new leads.

In conclusion

The key to the survival of any business is to get more leads.

As you read above, generating leads is part of the overall marketing and sales process but it doesn’t need to be hard.

The key is to create valuable lead magnets, getting referrals and leveraging social media, answer questions on forums and lastly use influencer marketing.

Lead generation is more or less a continuous process.

Once you have an effective system in place using the points above,  it will increase your opportunities for business growth.

Do you have questions, comments or more tips to help generate more leads for a business? Kindly leave a comment below.