B2C Email Marketing: Strategies and Key Differences from B2B Marketing
B2C Email Marketing. Email marketing is gold. Email marketing helps businesses build an audience, develop relationships, increase trust and authority, and eventually get more sales. Your email list can be a very powerful asset because email marketing has more potential than any other forms of marketing, such as SEO or social media marketing, when it comes to building and reaching people.
In this article, we’ll be focusing on B2C Email Marketing Strategies, but we'll look at some key differences between B2B and B2C marketers first.
B2B vs B2C Marketers
Marketers believe email to be an integral channel for marketing communications. Program goals differ for B2B and B2C email marketers.
B2B (business-to-business) marketers create content and promotions that address the needs, interests, and challenges of customers who are decision makers in their organization. B2C (business-to-consumer) marketers focus on reaching customers who are individual consumers, rather than professional buyers. Therefore, all of the businesses' marketing is dedicated to the needs, interests, and challenges of people in their everyday lives.
Email Marketing: B2B vs B2C
B2B customers make purchasing decisions with the ultimate goal of improving return on investment. They are going to carefully consider what are the benefits of the product or service they are offered. A purchase is going to be based mainly on logic and less on emotion. Therefore, B2B emails need to educate the recipient and pre-sell the product or service that will meet the customer’s needs and pain points. The aim is to build a relationship rather than quick-sell a product.
In contrast, B2C emails should be the trigger for emotion-based purchases. When creating the content, you should know that emotions are the key driver of sales. You should have an excellent understanding of a customer’s behavior, preferences, and which emotional triggers will drive a purchase.
B2C Email Marketing Strategies
1. Personalize your message.
Personalized emails, ranging from addressing the buyer by name to sending curated lists of the things they were browsing for, can generate a positive return on your marketing investment - more so than a generic email sent to all of your subscribers with no personalization.
2. Segment your subscribers.
Consumers are at different stages of the buyer journey, they can be approached differently with targeted email messages that meet them where they are. Segmenting your subscriber list can be beneficial in terms of stronger click-through rates and more sales.
3. Create eye-catching, easy-to-navigate design.
Use design to your advantage, ranging from photos and videos to bold text and bright colors. The email body should be laid out in a way that is eye-catching and appealing, but also easy to navigate. Aside from using a compelling subject lines, also remember that for B2C marketing, you're more likely to appeal to emotions of your recipients, and not logic.
4. Timing is everything.
What is the optimal time to send your email? This depends a lot on your market and industry. Invest on studying your market more to know the best day and time to send email.
5. Include several call-to-action.
Provide your customers with several options. How to get more clicks with even better messages and calls to action.
6. Optimize for mobile.
Mobile devices have become so common, people are checking their emails all the time. B2C emails absolutely need to be optimized for mobile use. Failure to do so can result in lower open rates, conversion rates or just send your email marketing campaigns to the email spam folder.
Email marketing is also a very personal way of reaching your target customers. Email marketing works at it’s best when it is personalised, tailored to customer actions so that every communication is relevant to their interest. Prioritizing email marketing should be your top strategy as it can drive greater success for your business. It also allows improved and greater customer engagement, and retention.