We all know about email marketing. It is a cost-effective and powerful direct marketing tool to sell your product, advertise your company or get new customers, etc. However, email marketing in b2b is different from b2c. The main differences are the following:
1. One of the biggest differences is that in B2B, email campaigns have led to lead generation, but not an immediate sale. In b2bc, one click can take you to the home page and then in minutes to the shopping cart, which is the main goal. This is not so fast in B2B. There is always a time interval from click to sale in B2B. It often takes many months to close a sale with a lead collected through an email campaign. The email should be combined with other communications both online and offline, sales rep follow-up, a PDF attached to the email, a face-to-face meeting, etc.
2. In B2B email marketing, the target audience, eg “you” offers valid information about your company. The B2B email marketer will provide access to an informative and helpful white paper or guide. In B2C, if the email recipient enters name, postal address, and phone in response to a B2C promotion, it is clear that the product can be shipped immediately. In both cases, permission is important. In B2B, information can be kept private, but in B2B you have to be ready with your response, whether to participate or not.
3. In both b2b and b2c email marketing, you need to write the subject line that defines a compelling message for your target audience and deliver it in the right voice.
4. The number and quality of rental email lists available are also not the same between B2B and B2B. The more specific and less technical your audience, the fewer B2B lists there will be. Here in the listing, you get detailed information about the lead and their company, such as size, annual revenue, job function, etc. Outdated email addresses are a bigger problem in B2B than B2C. The business email address cannot be traced once that person leaves Company A for Company B if the return route is not mentioned.
5. The most interesting option is always B2B. It is more interesting than B2C. The step-by-step process of forcing a prospect to close the sale on an expensive product or service is complex. Retail is not very exciting.
