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Despite the rise of social media marketing, email marketing isn’t going anywhere. Even today, email marketing is still predominantly used by millions of B2B and B2C businesses around the world for good reason. What are these reasons?check these out interesting Email marketing stats to know what we are talking about.
Keep in mind that the “one-size-fits-all” concept doesn’t apply to email marketing. There is a big difference between B2B email marketing and B2C email marketing.
You are making a big mistake if you are using the same email marketing Strategy for B2B and B2C brands. Frankly, it doesn’t work. B2B email marketing is a different ballgame than B2C email marketing. Simply put, B2B email marketing primarily focuses on logic-driven decision-making, while B2C email marketing stimulates the emotional side of the recipient. That said, there’s no rule of thumb here, but it’s always better to be prepared than aiming in the dark.
So how does B2B and B2C email marketing differ? Read on to find out.
You may also like: 9 Tips for Effective B2C Email Marketing
B2B vs B2C Email Marketing – What’s the Difference?
Understand the key differences between B2B and B2C email marketing.
1. Target audience
B2B target audiences are usually more focused and professional, as companies often sell products and services to other companies in a specific industry or niche. B2B marketing efforts are often targeted at decision makers within these companies, such as executives, managers, and procurement officers.
B2C target audiences are generally more diverse and broad. This is because companies that sell to consumers typically have a wide range of products and services that appeal to a wide range of people. B2C marketing efforts are often linked To individuals interested in the products or services offered.
2. The decision-making and purchasing cycle
B2B and B2C customers have vastly different buying cycles and thus different mindsets. Also, the time it takes to make a purchase decision is different.
A B2C email marketing strategy differs from a B2B email strategy for many reasons. More people are involved in the decision-making process of the B2B sales cycle, as it typically involves multiple stakeholders. Additionally, the price point of B2B products and services is generally higher than his B2C products and services, so the process of converting a prospect into a customer requires a few more steps.
B2C email marketing is a different story. B2C customers act fast and make decisions quickly. The billing cycle is therefore relatively different from what we see in the B2B sales cycle. The customer is truly king here, as there is no need to ask anyone for approval before making a purchase.
This is why B2C email marketing should primarily focus on increasing engagement and building brand awareness. It makes more sense to develop a personalized B2C email marketing strategy that considers your customers’ personal preferences.
3. Purchasing behavior
If you’re a B2B email marketing service provider, you’ll need to think about and adapt your strategy to the B2B landscape. The main purpose of B2B marketing emails is to increase your revenue and improve your return on investment. As such, customers are more cautious and conscious before purchasing products and services. A customer will only spend money after assessing the end goal and her ROI. In this scenario, decisions are mostly driven by logic.
Since the main purpose of B2B email is to educate customers about your product or service and address their weaknesses, emotions take a backseat. Therefore, B2B email marketing service providers focus on building relationships rather than relying on instant sales strategies.
Conversely, the B2C market requires a completely different approach. The emphasis is on emotion, as purchases are often made on impulse or with emotional triggers. B2C Email For a successful marketing strategy, he must be able to recognize how customers think, make purchasing decisions, and determine preferences.
4. Content
So far, we’ve established the fact that B2B customers think differently than B2C customers. Therefore, the body of your marketing email should be tailored to your target audience. The tone and overall text of marketing emails for B2B and B2C customers should never be the same.
If you’re devising an email marketing strategy for a B2C company, your content should inspire a sense of urgency for your customers. You need to understand what your target users want and quickly provide a solution that meets those needs. Create excitement and encourage customers to act quickly. You can do this by talking about various discounts, offers, etc.
As mentioned earlier, customers take time to decide on the B2B sales cycle. Therefore, email content should focus on industry issues and spread awareness about your product or service. Email should help users understand how to save money and valuable time when they decide to do business with you.
5. Visual Appeal
In contrast to the B2B market, B2C audiences place a higher value on the overall visual aspect of emails. As mentioned earlier, B2C customers are more impulsive in their purchasing decisions, so they are more receptive to high-quality content delivered using an appealing visual his layout. I also don’t spend a lot of time reading tons of emails. B2C customers have a great impact on their customers, so you might consider adding video content as well.
However, B2B customers do extensive research before choosing a particular service or product. As a result, you need to effectively deliver data and detail to your content with little attention to visual design.
6. Consistency of delivery
Consistency is key in both B2B and B2C email marketing. At least when it comes to email frequency. Some factors involved are the time to send the email and the best day for delivery. B2B email marketers are very disciplined as they focus on building strong bonds between their business and their clients.
For example, if you announced a discount in a popup, it’s a good idea to send the discount code via email so that your customers are looking forward to it. You can also email them regular discounts and weekly tips if you’re dealing with B2B customers.
On the other hand, different frequencies increase the efficiency of B2C promotional emails. This is because customers are likely to look for special deals and discounts during certain events, major festivals, certain seasons, etc.
7. Spam Filter
The email marketing space has evolved over time and become easier to use. However, despite great efforts, spam emails continue to ruin the user experience. After all, you’re tired of receiving emails from unwanted sources, aren’t you?
Most service providers today implement powerful spam filters that do an excellent job of filtering promotional emails into spam folders. This is a major barrier for most email he marketers today.recipient’s[プロモーション]Imagine going to great lengths to find just your emails in tabs.
Can this be circumvented? of course. Read more about how to bypass spam filters.
- Ask your subscribers to add your email to their whitelist.
- Customize your email
- Avoid using too many images
- Avoid an email explosion
- Avoid terms that can send emails to spam
- Improve your sender reputation.
8. Tonality
Many marketers overlook this aspect of email marketing. That said, it’s very important that the email has a different tone to his B2B and B2C audiences. B2C emails are informal rather than formal. B2B marketing emails, on the other hand, have a more formal and serious tone. Consistency in marketing communication style is he one of the most important considerations a marketer needs to take into account when determining the tone of an email. The tone you use should allow your audience to recognize your brand.
The last word
Email marketing is still the go-to marketing channel for millions of B2B and B2C businesses in 2022. This is exactly why creating an email marketing strategy that captures and resonates with your target audience has become so important.
As discussed in this article, B2B email marketing is very different from B2C email marketing. Although many of the features of the two overlap, they are different. Email marketers need to identify these differences and implement them according to their target audience. A marketer needs to understand that an email campaign that worked for her B2C audience may not work for her B2B audience. Approaches should be different in both sectors.
You may also like: 8 Tried and Tested Email Marketing Lead Generation Strategies for SMBs
Continue reading iTMunch for the latest email marketing trends, news, articles and more.
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Image 1 Source: photo courtesy Melanie Deziel upon unsplash
Image 2 Source: https://www.rawpixel.com/
sauce:
[1] duo. M (2022) “20+ Email Marketing Stats You Need to Know (Use Data to Boost Your Email Campaigns)” Kinsta [online] Available at https://kinsta.com/blog/email-marketing-statistics/
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