Surely you have read about B2C email marketing, but you need to have more specific data. Email marketing has been the top performing marketing channel for businesses for decades. Thus, some tactics that work well for some companies may not work as well for others.
The new data that is collected on the different approaches used by B2B and B2C email marketers, reaches some important conclusions for B2C marketers.
The overall finding states that email is comprehensive for both B2B and B2C marketers.
95% of B2B respondents confirm email as a comprehensive channel for marketing communications.
And 78% of B2C marketers say their email operations are active and dedicated.
More information about Email Marketing B2C
While email marketing is an overall priority, the pressures driving strategy differ slightly:
- 55% of B2B email marketers have the need to achieve annual organizational revenue goals as their number one priority.
- While 71% of B2C email marketers note that measuring the contribution of marketing to revenue is highly valued as a key performance indicator.
- Both groups reported favorable low levels of effectiveness in connecting marketing efforts to revenue. But this is only the case for 46% of B2C email marketers. And 31% in the case of B2B email marketers. This indicates a skills gap that needs to be addressed.
While the program goals may differ for B2B and B2C email marketers; There are some common best practices that high-performing email marketers use to achieve success.
Tips for B2C Email Marketing
Among these common practices, there are some very specific that must be applied in B2C email marketing to improve deliverability. It is not enough to send emails to your entire database. The end goal is for those emails to be opened. And the more the readers, the more chances of conversion.
1.- Consumer preferences
76% of companies send emails according to a frequency determined by the company. And in most cases, it is the same across the board.
However, only 24% of consumers say they prefer a company to determine in advance how often the brand is communicated. 49% of people say they prefer to subscribe to email lists that give them frequency options.
This is just one great example of disconnect you have in B2C email marketing. Between what your customers want and what you deliver. A decade ago, it wasn’t feasible to take into account consumer email preferences, such as frequency.
The technology was simply not accessible to the average small business. But today, you have the ability to apply consumer preferences like these. This little gesture that puts your customer first will not only increase the number of people who subscribe to your list. It completely changes the dynamic of the leading brand. Makes the subscriber feel in control and more willing to become a paying customer.
Too many options can cause paralysis by choice. But a handful of well-thought-out options you put in the hands of customers build trust and sales. Additionally, you can offer preferences as an option to receive or not receive:
- Special offers.
- Informative newsletter.
- Events.
- Blog updates.
- Messages.
- And if you have an extensive content library, you might even allow them to choose specific types of content or notifications.
2.- Use data
Arthur Conan Doyle, a 19th century author, knew the importance of data and his best-known creation, Sherlock Holmes, used it to solve crime. Today, data is no less important. Although they are used in a very different way:
- They are used to delight customers.
- To anticipate your needs.
- Also to introduce them to products that they will love.
- To offer them specific advice they need to live their lives, not someone else’s.
- The sheer amount of data collection and analysis possible today is staggering. You may find it overwhelming. But when you have the right tools and focus your efforts, the data will drive sales, upsells, and referrals.
You may think you know your customers. You speak to them in person at your clothing store. They may say one thing, but often the data reveals something else. Without data, you don’t know what works, so you can do better to increase profits. You can waste a lot of time and money doing things that are actually hurting sales instead of helping them.
Do you know what your open rate is?
- How many people click on the video or interact with the content?
- What headlines are working best?
- Which clients respond best to which topics?
- Where is your biggest ROI? What’s your email ROI?
- Did you know that 27% of companies do not know? If you don’t know the answers to these questions, it’s time to get serious about data to improve your B2C email marketing campaigns.
How to use data to improve B2C email marketing
If your email campaigns are not data driven, it’s time to ask why not. In fact, your customers want you to. And, the data can be used in a number of ways to improve your email marketing ROI. How?
- Get more information about your customers to personalize the experience.
- Send messages that align with the buying cycle and / or the buyer’s journey.
- Understand what is most effective for connecting with multiple target audiences.
- Find out if email marketing is worth the time and money you put into it.
- Optimize your email marketing to reduce costs and increase profits.
And be honest. How difficult is it to make a small change to that recipe to be instantly more relevant to each segment? You don’t have to waste time trying to get the right content to the right group with automation. You can make better use of your time by personalizing that content.
You have already seen some tips to improve deliverability in your B2C email marketing, but if you really want efficiency, work with email marketing software like ours. It will make your life easier.