Before you start making the next email to send, one thing is that you need to think about it. Are you emailing B2B readers? Still sending emails to B2C readers? You need to know the difference between B2B Email Marketing and B2C Email Marketing.
Strange, who is sending mail is not the same. No, you are wrong, this is far more important than you think.
Firstly, the B2B sales cycle is essentially the same in structure and structure as B2C. Long-term incubation email activities with multiple workflows can last for several weeks to several months. Thus covering all stakeholders and B2B’s long purchase period. There are many stakeholders involve, and different types of content need to provide to users. The B2C email marketing is mainly to attract users, let users make impulsive decisions. B2C users have a typical sales cycle: open email → click on the link → access landing page → purchase.
Secondly, since the target of B2B email marketing is a corporate business people. Most of them only interested in their own industry fields. Generally, pay less attention outside the industry. On the one hand, they are willing to participate in industry exchange activities. But prevent others from stealing their trade secrets and customers. They are also eager to know their opponents’ practices, ideas, and plans. And believe that competitors must have something they don’t know.
Before you make your next email. It’s important to keep in mind the four key differences between B2B Email Marketing and B2C Email Marketing.
B2B emails are usually shorter than B2C. Because in a business environment, people are more concerned with the purpose behind the email. We have a lot of work to do every day. If you receive an email that reads a story that is very informative but takes a long time to read. You might think it is a spam. So, if you are a B2B company, then when you do email marketing, please shorten your email content appropriately.
Your brand and email theme will affect the tone of your email. For most copywriters and email marketers, it’s best to avoid jargon when writing, the simpler and better. Of course, considering the industry nature of B2B, it seems impossible to completely avoid the use of jargon. But you can send a message to the other person just like chatting with a friend. Think about whether it is more approachable to start with “Hi, dear friend, long time no see” and “respected customer”.
Due to the long purchase cycle of B2B potential customers. It is necessary to provide non-promotional content (educational content, e-books, chart reports, cases) to continuously establish connections with users. Because the ultimate goal of B2B marketing emails is that we can face the users. Or telephone communication, this is the point.
B2C’s marketing, especially in the e-commerce field, stimulates users with fast, compelling value and stimulates purchases. This means that the content of the email concentrate on your value proposition and CTA. The value is not attractive enough. It’s hard to convert (think about whether e-commerce emails are mostly promotional coupons).
Users facing B2B may be busy during the day. So the effect of pushing at noon or night may be good. And users may open the mail at any time of the day. While most B2C users view them during non-working hours. Personal mail, so choose these times to push mail for users.
The above points are different points in the B2B and B2C industries for e-mail marketing. We need to consider when developing a specific email marketing plan. However, one thing really shares by B2B email marketing and B2C email marketing. And it is also the key to the success of email marketing, which is to understand what your customers need. Taking the time to understand what customers need, just like following every rule above, can help you maximize email marketing.