Email: How to Build a B2B eCommerce Email Strategy That Drives More Sales with Kyler Nixon, Forward Studios (episode 310)

by Chloe Thomas

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. 

Email: How to Build a B2B eCommerce Email Strategy That Drives More Sales with Kyler Nixon, Forward Studios

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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: 

  • B2B email marketing isn’t about flashy designs. It’s about real, human connections. Authentic, text-based emails, sent at the right moment, build trust and keep your brand top of mind where it matters most. 
  • Instead of blasting everyone, segment your B2B email list by buyer intent. Engaged now? Get targeted info. Not ready to buy? Value and nurture them. Culture thrives when you respect where people are on their journey. 
  • Ditch the discount culture in B2B. True value is in speed, expertise, and relationship—not a coupon code. The most loyal customers remember how you help their business, not the last promo you sent. 
  • Business buyers are people, too. Every email is H2H: human to human. Prioritize relevant, concise messages that speak directly to their needs, not corporate jargon or mass mailouts. 
  • The future of email is more human, not more AI. As spam filters tighten, the emails that will stand out aren’t the most automated; they’re the most personal and genuinely helpful. 

Listen to hear Kyler’s Insider Tips on Email! 

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