There are many different ways to reach out and interact with your customers, but are you doing it in the right way? Some businesses are using B2B email marketing when they should be using B2C email marketing, and it is costing them both customers and revenue. It is an easy mistake to make, especially when it concerns small businesses that are new to the market.
Simply put, B2B campaigns focus on a longer and larger sales cycle, and a much more arduous process than B2C email marketing campaigns. B2C customers will not tolerate a long and drawn out process such as a B2B approach. As well, they will not always being open to a fact driven approach.
How the B2C Approach Works
If an email doesn’t grab a person’s emotions right away, chances are they won’t even finish reading the email. Typically in a B2C email it is a very smooth transition between opening the email and clicking through to a landing page, which in turn provides a smooth shift to the shopping cart and the checkout. All of this is driven by an appeal to the emotions of the reader, with price most often a secondary concern.
Tone and Focus
The tone used is one that is gentle yet urgent, looking to meet a need or want of the customer, perhaps one that has never even come it mind. Most important is that the content is persuasive and appeals to the target audience. Therefore, knowing the demographic that you are targeting is paramount.
Emphasis on Value and Call-to-Action
As opposed to the B2B approach, a B2C email marketing campaign eschews the logical and fact based approach for one that places emphasis on the product’s value and the call-to-action to get it now. If the content of the email does not immediately appeal to emotion and push to buy now, it should not be used.
Another item that should be included is some type of motivating catch, such as a coupon, special discount, or even a discount if they buy now. Using these added incentives has been shown to boost closure rates of online sales.
Arandell offers both B2B and B2C email marketing services to their clients, in addition to their wide range of printing services. Be sure to explore their whole range of services from our website.
