Kyler Nixon is the co-founder of Forward Studios, and host of the Darn Good Distributors podcast. And he’s all about B2B eCommerce. Especially how to use email marketing to grow B2B eCommerce sales.
From intent-based segmentation and plain-text campaigns to smarter abandoned cart flows and email deliverability, Kyler shares a refreshingly simple approach to B2B eCommerce email marketing. If you're selling to businesses, there's plenty here to help you generate more revenue from email.
Dive in:
[06:25] Working with distributors online
[11:46] Segmenting for purchase readiness
[13:53] Identifying High-Intent Customers
[18:21] B2B sales strategies without discounts
[19:17] Challenges in B2B marketing
[22:48] Engaging email marketing results
[27:03] Insider Tips from Kyler!
Segment Customers by Buying Intent, Not Email Engagement
One of Kyler's biggest lessons is that B2B buyers should be segmented based on buying intent rather than email engagement. A customer who opens every email is not necessarily ready to place an order. Instead, look for signals like product views, quote requests, repeat visits, or items added to a cart. These actions tell you who is actively in the market. For eCommerce brands, this means sending more sales-focused emails to high-intent customers while nurturing everyone else until they are ready to buy.
Simple Emails Often Outperform Beautiful Ones
Many eCommerce teams spend hours designing complex email campaigns. Kyler argues that B2B buyers want something much simpler. His best-performing emails are often plain text, under 100 words, and contain just one link. Busy buyers do not want to scroll through a digital catalogue. They want a clear message that helps them solve a problem or place an order quickly. Even DTC brands can learn from this by testing simpler emails that focus on action rather than design.
Stop Relying on Discounts to Drive Sales
Discounts are a common tool in eCommerce, but Kyler believes they are often less effective in B2B. Business buyers care more about convenience, speed, availability, and reliability than saving a small percentage on an order. Instead of offering discounts, highlight the benefits that make buying easier. This could be fast shipping, expert support, in-stock products, or flexible payment terms. The lesson for eCommerce operators is clear: focus your marketing on the value you provide, not just the price you charge.
Takeaways:
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