Despite the growth of other Marketing channels, Email Marketing continues to be very strong. So that companies run successful campaigns, you need to know the difference between B2B and B2C in Email Marketing. Therefore, you need to know the different types of emails to send, campaign structures, etc.
B2B and B2C Differences
Buying cycles are different
B2B buying cycles are longer and can last weeks to months as decisions have to be made well.
Unlike end consumers, the B2B cycle:
- It can last several weeks;
- It may involve several people in decision making;
- Exposes shoppers to various content such as eBooks, webinars, case studies, etc.
- On the other hand, B2C Email Marketing campaigns focus more on impulse decisions from readers. Campaigns typically target a wider audience and have the typical sales cycle that lasts up to 24 hours. The sales funnel is simple:
Opening email → click link → visit landing page → purchase.
Content plays a bigger role in B2B emails
In B2B, it is more important to submit relevant content rather than promotional content. We refer to eBooks, infographics, blog articles and other educational content. Content must be relevant to the point that leads want to talk to you.
On the other hand, in B2C Marketing, it is best to submit content that encourages making a purchase. You can do this by sending discounts, promotions or other benefits.
The type of value email offers
A B2B campaign need not necessarily be visually appealing to prompt a purchase. In addition, it should invoke brand leadership and problem-solving position. Therefore, these emails should be informative and mention what solutions the company offers.
B2C campaigns need to focus on buyers emotions. Therefore, they must be visually appealing, as well as contain call to actions, product images, links to a landing page, etc.
The ideal time to send varies.
To know the best day of the week and the best time to send emails, the ideal is to test! However, there are some “universal” tips:
B2B contact lists can open email at any time of the day, at work time, while B2C contacts will probably only open after working hours;
B2B lists may be busy during the day, so try submitting campaigns between 11:00 and 13:00.
The B2C contacts will probably go home for dinner and see the email after that time. Consider sending emails after 8:00 pm or 8:30 pm.