B2B vs B2C Email Marketing Tactics

In the world of email marketing there are hundreds and thousands of tips and tricks for making the most effective email campaigns. With this overload of information many companies forget to ask one of the most important questions; " Are we targeting businesses or consumers?"

B2B and B2C Email marketing have very distinct objectives and therefore, distinct strategies. Below is a discussion around how B2B and B2C differ and how to create an effective marketing strategy for both.

The guys over at Blue Sky Factory created a clear word picture describing the major differences between B2B and B2C. They discovered that:

• B2C marketing is product driven; B2B marketing is relationship driven.
• B2C marketing focuses more on maximizing the value of the transaction; B2B marketing is all about maximizing the value of the relationship.
• B2C marketing focuses on brand identity created through repetition and imagery; B2B marketing focuses on brand identity created through personal relationship.
• If you are in the business of B2B marketing than you better focus on your product and creating value, where as if you are marketing to consumers it is all about the relationship. Below are a few tips to help you design an effective campaign for both markets.
• B2C marketing tactics
• Since this target market is largely concerned with the relationship they have with the company it is important that all of your marketing efforts focus on that one factor. Social media and transparency are the most important elements in a B2C campaign. Include social media links in your emails and opportunities for consumers to interact directly with top management. Treat the consumers as if they were the board of directors for your company, involving them in company decisions, and direction.
• B2B marketing tactics
• When connecting with other businesses, it is not so much about the relationship but the value you add to the overall transaction. When working with B2B customers think twice before jumping on the social media and mobile bandwagons. Instead focus more time and energy on creating an effective product/ service. Broadcast information that shows how your product/service can make their business more effective. Below are some good B2B content ideas from ClickZ.com
• • Identify common problems faced by your customers, and offer some valuable solutions.
  • Outline a case study featuring your product or service that offers sufficient relevant detail.
  • Highlight analysts' views, articles, or subjective opinions on a relevant industry topic, news item, or idea.
  • Offer a best-practices guide for addressing a particular business problem or using a particular product or service.
  • Create a list of tips that help people be more productive or find more benefit from your products and services.
  • Include a reader survey or a request for specific feedback on a hot industry topic and regularly review and communicate this feedback.
  • Review your most popular content and produce a "best of newsletter" edition on occasion.