In a world where digital marketing reigns supreme, businesses are constantly looking for ways to maximize their success online. One strategy that has proven to be highly effective is the combination of email marketing and digital advertising. These two tactics work hand in hand to help businesses reach their target audience, increase engagement, and ultimately drive more sales.

Email Marketing: The Foundation of B2B Success

Email marketing has been a staple in B2B marketing for years, and for good reason. It’s a cost-effective way to reach your target audience directly in their inbox. With an average ROI of 38:1, email marketing is one of the most effective forms of digital marketing available.

When it comes to B2B marketing specifically, email is even more important. Unlike B2C customers who may make impulse purchases based on flashy ads or social media posts, B2B customers need more time and information before making a decision. Email allows you to nurture these leads over time by delivering valuable content directly to their inbox.

The key to successful email marketing is personalization. You need to make sure your emails are relevant and tailored specifically to each recipient based on their interests and needs. This can be achieved through segmentation – dividing your list into smaller groups based on factors like job title or industry – as well as by sending triggered emails based on specific actions taken by the recipient (such as downloading a white paper).

Digital Advertising: Reaching Your Target Audience

While email is great for nurturing leads over time, digital advertising allows you to reach new prospects who may not yet be aware of your brand or products/services.

There are many types of digital advertising available today – from search ads on Google or Bing to display ads on social media platforms like Facebook and LinkedIn – but the key is targeting the right audience with the right message at the right time.

One advantage of digital advertising over traditional forms like print or TV ads is that it’s highly targeted. You can choose exactly who sees your ad based on factors like age, location, interests, and even job title or company size. This means you’re not wasting money advertising to people who are unlikely to be interested in what you have to offer.

Combining Email and Digital Advertising for Maximum Impact

While email marketing and digital advertising are powerful on their own, when used together they can have an even greater impact on your B2B success.

Here are a few ways these two tactics can work together:

1. Retargeting Ads Based on Email Engagement

One of the most effective ways to use email and digital advertising together is through retargeting ads. This involves showing ads specifically to people who have already engaged with your brand in some way – for example, by opening an email or clicking a link.

Retargeting ads allow you to stay top of mind with prospects who may not yet be ready to make a purchase but are still interested in what you have to offer. By showing them relevant ads based on their previous engagement, you increase the likelihood that they’ll eventually convert into a customer.

2. Using Email Addresses for Targeted Advertising

Another way email and digital advertising can work together is by using email addresses for targeted advertising. Many social media platforms – including Facebook, LinkedIn, and Twitter – allow advertisers to upload lists of email addresses which will then be used for targeting purposes.

This allows you to reach people who may not yet be on your email list but are still likely interested in what you have to offer. It also allows you to create highly targeted campaigns based on specific segments of your audience (such as customers vs prospects).

3. Reusing Email Content in Ads

When creating digital ad campaigns, it’s important that the messaging is consistent across all channels – including emails. By repurposing content from your emails (such as subject lines or body copy) in your ad campaigns, you create a cohesive brand message that resonates with your target audience.

This can also save time and resources, as you’re not starting from scratch with each campaign. Instead, you’re building on the messaging that has already proven effective in your email campaigns.

4. Using Email Metrics to Inform Ad Strategy

Finally, one of the most powerful ways email and digital advertising work together is through data sharing. By analyzing metrics like open rates, click-through rates, and conversion rates from your email campaigns, you can gain valuable insights into what messaging resonates with your audience.

This information can then be used to inform your digital ad strategy – for example, by using subject lines or call-to-action buttons that have proven effective in emails in your ad campaigns.


Email marketing and digital advertising are both powerful tactics for B2B success – but when used together they become even more effective. By combining these two strategies, businesses can reach their target audience at every stage of the customer journey and increase engagement across all channels. Whether it’s through retargeting ads based on email engagement or reusing content across both channels, there are many ways to maximize the impact of email marketing and digital advertising together.