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

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.