Understand the Difference in B2B and B2C Email Marketing

August 22, 2020
B2B and B2C Email Marketing

A few years back, the only prominent marketing channel that we had was email marketing. Today, the situation is extremely different. However, even while other marketing channels have emerged from the blue, email marketing is still the preferred marketing trick for most of the marketers. A large percentage of marketing returns arise from these powerful marketing tools.

However, the popularity of this marketing type doesn't mean that it is easy for B2B and B2C customers. For both types of users, you need to employ different types of focused strategies. Below we have discussed how you can achieve that.

Email marketing is a versatile marketing channel, which when used in the right manner can help you extract great value from it. Here's how. Read on to know the difference in B2B and B2C email marketing.

Here's Are The Differences That You Need to Know

In the normal scenario, we would communicate differently with B2B and B2C customers. Both types of users have different content needs, grasping power, and they acquire different values from services. Let's see the differences in B2B and B2C email marketing.

Buying cycle

No business owner would make a big purchase decision based on an email. They may lead to the decision eventually, but they would not make a purchase straight away. This is because B2B sales processes are longer for obvious reasons. There are multiple workflows, various elements, and more than one verticals to think on. B2B customers need to make a viable and valuable decision for their business. When you are making data-driven and financial decisions, you need time to make the purchase.

B2B sales cycles are last for weeks, there is more than one decision-maker, and the customer is exposed to multiple content types.

B2C customers, on the other hand, are more impulsive. They have a shorter buying cycle. They can, sometimes, make instant decisions. These sales cycles last for days or hours, includes one decision-maker. Simply put, your B2C user would open the email, click on the purchase link, go to your CTA page, and make a purchase.

Content

As we have already discussed, B2B email marketing takes more time. Hence, it seems logical to offer a mix of promotional and non-promotional content. You can't always promote your business. You need to offer valuable content such as blog posts, infographics, eBooks, etc. to your B2B users.

The final outcome in B2B email marketing is to talk to the customer in-person, create a relationship to convert users.

Contrary to this, B2C customers require a value in the first email only. You need to reach out to the user through compelling content, which can provide quick value. In fact, most email campaigns for B2C customers promote an offer, sale, or discount.

Value Offered

The value offered in B2B and B2C campaigns are different. For instance, you don't need to make your B2B campaigns extremely appealing and engaging. You just need to offer value and information. The key to winning a B2B email campaign is to tap on your thought leadership side and positively become a smart option for your customers. You just need to simply hit the pain points and provide a solution to invoke the interest of your user.

In B2C email marketing, the situation is a lot different. For one, these emails need to be appealing, so that as soon as the user opens the email, they know if they want to purchase the product or not; now or in the future. The entertainment here gives an edge.

In B2C, you additionally need to hit the user's emotions to help them make a purchase. These emails should have the right blend of messaging, product displays, call to actions, and feature-highlights. This helps the user to move to the next stage of the sales funnel.

Time to Send

There are some days that are good for sending B2B emails and others are good for B2C emails. However, there is no one size fits all. While B2C email campaigns can offer amazing results at 4 PM-9 PM time range, B2B may not. Here's why:

  • B2B users can open their accounts at any time. B2C users may only get time to check their personal emails after work; maybe after 8 PM.
  • Since your B2B audience can be busy in the day, try sending emails in the lunchtime or break time so see the difference in the open rate.

Frequency

The frequency of your email is really necessary for your B2B email marketing campaigns. You need to specially take care of your audience, build trust in them, and consistently reach them to help them make a decision. It is highly likely that you may have to send more than emails. For instance, educational videos, informational guides, etc. However, you don't want to disturb this category of users daily. They need valuable content in some time, not daily; maybe weekly.

B2C users are more likely to respond to these impulse promotional emails. Here are things to keep in mind:

  • Don't miss the holidays. For example, on earth day, you can promote your healthy, eco-friendly products.
  • You can aggressively reach out to your users in B2C if they are showing interest. This can help them make the purchase.

One last tip for the frequency of both B2B and B2C customers is that you need to find that perfect timing. For instance, test 3 campaigns by sending 2 emails per week, 3 emails per week, and 4 emails per week. Analyze the results and judge how well each campaign turned out. This would help you find the right frequency for your users.

Conclusion

Email marketing is an amazing tool to communicate and engage with your customers on the grassroots level. This tool can help you receive better ROI, improved brand awareness, and increased sales. However, to achieve that you need to first segregate your customers into B2B and B2C so that you can reach out to them in the right way. For instance, it is not possible to use the same friendly tone with B2B customers as you would with B2C customers. Hence, think about your audience and then use an email marketing tool to engage your audience in the right manner.