Making a comparison between B2B email marketing vs B2C email marketing will allow you to know how to get the best out of your emailing strategy. Email marketing continues to be one of the most effective strategies when it comes to generating leads and building customer loyalty.
It’s a powerful tool, but it only reaches its full potential when used correctly. In this sense, indiscriminately using one or the other technique will not work. Addressing a company is not the same as targeting consumers. Therefore, it is very important to understand their differences.
Knowing which is the most appropriate formula for each type of recipient will allow you to make relevant shipments for each one. Don’t forget that email marketing is the channel with the highest ROI. That is why it is so necessary for any company to carry out emailing campaigns.
What does B2B and B2C mean?
The key to the success of any marketing action is knowing your target audience well. Better results are obtained if you know what motivates a consumer, what their needs are or what they expect from the brand. When talking about B2B email marketing vs B2C email marketing, it must be clear that these types of recipients do not have the same needs and objectives.
A.- Business-to-Business (B2B)
The term B2B refers to business-to-business. That is, companies whose clients are other companies. The business market is smaller than that of final consumers, since the latter constitute millions of potential customers. However, the transactions that are carried out with the b2b market are economically higher, so the communication that is carried out with them is different.
MDirector-Email Marketing Tool Are you looking for a Professional Email Marketing tool that ensures the delivery of your emails? More information Also, a B2B customer is usually more static than a B2C because they work with suppliers.
While end consumers constantly change brand or store, a B2B company tends to show higher loyalty. Getting b2b clients is not usually easy, and it depends directly on getting in touch with the people who have decision-making power.
B.- Business-to-Customer (B2C)
On the other hand, B2C stands for business to customer. It refers to companies that sell their products to the end customer. In this case, it is easier to gain access to the recipients through various communication or advertising tools and increase your database.
In addition, this type of email marketing is focused on convincing and seducing the end consumer to convert by buying your products or services. Regarding content, in B2C email marketing communications of news and trends, promotions, discount vouchers and information about products and services tend to predominate.
B2B email marketing vs B2C email marketing: how to adapt to each of them
Therefore, it is evident that when carrying out an Email Marketing campaign it will be necessary to adapt the emails to the type of B2B or B2C client you are targeting. How to do it?: 1.- Customize the design of each email.
When talking about B2B email marketing vs B2C email marketing, we also talk about email design. If the type of client is different, why would you send an email with the same design to everyone? In both cases, the design must be attractive, but there are a number of factors that should be taken into account when designing one or the other: In the case of B2B emails, the design is usually more corporate.
Relevant information takes on greater importance compared to images. Maintaining a solid brand image also in your B2B shipments is essential for your subscribers to easily recognize you. B2C emails leave more room for creativity, for the more visual part, because this audience is more changeable and therefore, more difficult to catch.
You have to find the best way to capture their attention and provoke their openness or conversion. Both types of shipping should have well thought out and highly visible calls to action. However, b2c email offers greater flexibility in terms of tone and how to visually highlight these CTAs.
2.- More informative content vs more attractive content
Content is king. How many times have you heard this expression? Content is the main basis of any communication. It is especially important to create content that is relevant to each business model. But it is clear that what is interesting for one, will not be for the other.
Therefore, it is necessary to be clear about the most relevant content when talking about B2B email marketing vs B2C email marketing.
B2B content: practical and quality information on the sector
In the case of B2B email marketing, since they are aimed at companies, the sending of practical and interesting information about the sector tends to prevail. Also, getting the recipient converted is something that usually takes longer in this model.
In other words, the purchase cycle is longer and, therefore, B2B email marketing campaigns will require a more developed strategy. Think about the number of people that can be involved in this process in a company. Most likely, it will be necessary to plan various content to be released over time.
On the other hand, B2B newsletters tend to have more text and fewer images, since their main objective is to build loyalty and not to sell immediately. Therefore, the main thing is to offer information about the company or the sector.
Some of the most common content in these shipments are: Analysis of the sector, news or trends. Information about new products, press releases or corporate news. Customer testimonials, new projects or very successful cases. Messages from the company management or interviews with team members.
B2C content: offers, discounts and entertainment
As for B2C email marketing, it tends to be more casual. Remember that the intention is to create an emotional response that triggers conversion in the moment. A good content strategy for this model is storytelling, since it is designed precisely to influence the emotions of customers.
The fundamental thing in this regard is to capture the attention of the recipient as quickly as possible. The tone of the matter should be closer and direct and offer a promise. Do not forget that the main objective is to sell in the moment.
Also, B2C emails should be very visually appealing. It is recommended that the number of images exceed the amount of text. Avoid including excessive information, as it not only chills the reader, but it can cause them not even to start reading.
What you want is to provoke a reaction “hot” and convert. Some of the most common content are: Promotions, offers and discounts. Newsletters and new blog posts. Reminders of abandoned shopping carts. Information about events.
The most advisable thing is to be very clear about who is the recipient of your email marketing strategy. Remember we can help you cleaning your list to be more derivable and do Data Enrichment of your list to know more about your leads. This will help you tailor the messages, design and content of your shipments so that you can achieve your conversion and loyalty goals.