Email examples from SaaS & B2B brands.

86 brands, 401 emails analyzed across 9 months. Every hook, framework, offer type and CTA — on the record.

SaaS & B2B is one of the most-tracked niches in the BadRep vault — 86 brands sending 401 emails at an average of 0.5/month per brand. The dominant ESP in this niche is Customer.io. SaaS & B2B marketers lean on Onboarding sends with Direct Offer hooks — below is the full breakdown of how this corner of the inbox actually writes.

● THE NICHE PATTERNS

What SaaS & B2B brands do on repeat.

0.5

emails/mo per brand

Across 86 brands

50%

personalized

merge tags + dynamic blocks

18%

with emoji 📨

in the subject line

19%

with animated GIFs

motion in the inbox

Most-used email types

01Onboarding22%
02Product Launch19%
03Event / Webinar10%
04Welcome9%
05Educational / Tips9%

Most-used hook types

01Direct Offer28%
02Bold Claim27%
03Problem20%
04Question12%
05Curiosity4%

● SAAS & B2B EMAIL BENCHMARKS

Email marketing benchmarks for SaaS & B2B.

Median and average figures across 470 emails from 118 SaaS & B2B brands tracked in the BadRep vault — a reference point for how saas & b2b brands actually write, format, and structure their marketing emails.