Email marketing; Consumers Vs Businesses

Netmatters Ltd
Posted by Netmatters Ltd
30th July 2015

B2B vs B2C; how is it any different for email?

Business to business and business to consumer are different in most ways, and email marketing is one of those ways. Consumers are always seen to be the easier market to appeal to, simply based off of the fact that they can be appealed to emotionally, and because of this consumers think less about a purchase from a logical sense. Businesses are the exact opposite of this, and do not allow emotion to play a part in the purchasing decision at all.

Business make decisions on cold hard logic, and they only care for what will be financially viable for them. Naturally for this reason marketing to businesses and to consumers via email is different. Consumers are no experts, and most consumers don’t want to see any detailed specifications of the products they’re purchasing, they prefer visuals as well as content that appeals to them on a personal level. The tone of voice that needs to be used between the two is totally different; professionals naturally prefer a professional stance on things when a product is being sold to them, whereas consumers prefer a friendlier, more casual approach.

The difference in the time of both to make a conclusive decision is also a huge factor when it comes to marketing to them, and consumers can make a decision within a couple of minutes whether they want to buy a product or not, because they do not have to consult with anyone else. A business is different in this aspect, for a business to make a purchase there must be a lot of time for thinking, and the person that discovers a product has to market that product to his superiors before any talking between your business and their business takes place.

The time that you should be marketing to these two audiences is different also, with consumers likely being at work during the day, meaning the optimum time to send an email to a consumer is in the evening, sometime between 5 – 8pm. Businesses are operated during the day time, but not in the evenings so the ideal time to email a business is in the late morning to the early afternoon, at some time between 11am – 1pm.

In general both consumers will have a different mind-set when viewing your email campaign, consumers generally taking a more casual approach to your email. If you don’t instantly catch the attention of a consumer with your email then it is highly unlikely that they will even open the email at all, never mind interact with it or click through to your site. Businesses are slightly different, with a business you are likely to get an email open, and it is also likely that they will read your email but if your product does not stand out enough they will simply delete it and it will go on like it never existed. If you do catch a business’s attention then they might visit your website and take a look around. It is important to note that your site needs to be appealing from a professional stand point to drive interaction with a business user.

How do I appeal to either one?

Appealing to both sides of the audience at the same time is nearly impossible, so it would be better to appeal to either one with a separate campaign. In general the more information you can cram into one email the better for businesses, and pretty much the opposite for consumers. Appealing to consumers over email is much easier than appealing to businesses and business email marketing is packed full of little nuances and advanced psychology to draw in the purchase of sometimes up to millions of pounds worth of products.

With consumers, you can appeal to their better side with offers, vouchers, freebies and linking to them on a personal level. When marketing to a consumer you do not have to be as careful with your content as with businesses because consumers are not going to be as highly critical of your campaign, this said however, it is still better to provide content of the same high quality, just presented differently.

How do I address an email campaign for either?

When you are creating an email campaign for a business you should remember that you are not speaking to only one person, and instead you are speaking to the whole company. You should address the company as a whole, not the single person who will first open the email. For consumers it is of course the opposite, and the person who opens the email is the only person that needs to read it. This is where you get smart, and you use personalisation. If you can make the consumer feel like the email is tailored for them on a personal level you are more likely to get good interaction with them, and it will give you a much higher chance towards making them convert into a sale. 

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