What do we mean by B2B and B2C companies? Well, the former refer to those companies that sell their products or services to other companies, and the latter to end consumers. Therefore, the needs of each will not small business email list be the same, as will the objectives of these companies.
Email marketing is a channel used by all markets, but not all use it in the same way . Everything will depend on the nature of the audience they are targeting. And in this case, each category has its own characteristics that mean that we find markets with different objectives and different needs.
B2C AND B2B EMAIL MARKETING
1. Mass Market vs. Corporate Market
As we have said at the beginning, the audiences that each one addresses are different. Some are aimed at end consumers , that is, people on the street, and others at companies and professionals . So, on the one hand, we are talking about mass markets, companies that offer products and services that, to a greater or lesser extent, are part of our daily lives and cover a much wider public. Therefore, they are large, numerous and geographically dispersed markets. And on the other hand, we are talking about corporate or industrial markets where the main objective is not so much to sell but to inform about the sector and the company in order to reinforce its reputation. Therefore, we are talking about a smaller and more select market in which decisions are concentrated in a group of people (company), and not in a single person (consumer).
2. Purchase vs. Loyalty
Although it is becoming more common in both categories, long-term loyalty is the main objective of a B2B company . A trend that is increasingly being extrapolated to B2C companies as it is increasingly important to look after consumers and build loyalty. However, the main objective of a B2C company is the purchase , to show a product or service in newsletters in order to promote it and achieve conversions.
Carrefour and Digital Response Email Marketing
Although in both cases the final objective is the sale of a product or service, Carrefour displays its products with the help of promotions and discounts so that the customer decides to buy it. On the other hand, Digital Response, through quality content, aims to gain the trust of users and convey the professionalism of its workers so that companies hire its email marketing services .
3. Emotions vs. Raw Data
This is where the newsletter message comes into play . Firstly, if it is an email to end consumers, emotions play an important role. Brands of this type seek an impulsive reaction from consumers and to do so they appeal to feelings. They are much more casual and closer messages, using techniques such as Storytelling to captivate and attract the attention of users. However, B2B newsletters contain more rational content based on needs that require more logic and security. Thus, we are talking about messages that contain products or services that require a detailed and rational analysis. What companies expect to receive from these newsletters are tangible benefits.
4. Simplicity vs. Complexity
The purchasing process that a B2C newsletter can trigger is much shorter and simpler than that of a B2B newsletter . Companies generally have long purchasing cycles, while consumers make the decision to buy quite quickly, since it is an individual decision. This is also reflected in the fact that in B2C we are talking about lower-cost products or services, which allows consumers to be guided more by their impulses and emotions. However, in B2B we are talking about orders of few units at higher prices, where different people can intervene in the purchasing process, which can slow down the process.
5. Images vs. Text
Finally, in B2C newsletters, the less text, the better. Everything visual takes on a notable importance and it is better if the text in the email is brief but elaborate and original. However, in B2B newsletters, what predominates is the text. As we have already mentioned, in this type of newsletter, the content is very important and has to be very well worked to convey seriousness and professionalism (news from the sector, corporate information, success stories…).
