Back To CourseEmail Marketing Training
5 chapters | 52 lessons
Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.
Solve this riddle: What is a low-cost, highly-effective way to reach out to your consumers directly and provide them with information about your brand, products and services?
Answer: Business-to-consumer email marketing!
Business-to-consumer email marketing refers to communications from your brand or business directed to consumers. It differs from B2B, or business-to-business, email marketing that focuses on communications from one business to another.
Because it presents different opportunities and different challenges than its B2B counterpart, it must be approached differently in all areas ranging from design and message to delivery. Read on to learn more about strategies you can use in your B2C email communications.
B2C email messages should be written and conducted in a much more direct way than emails targeting businesses. B2C emails typically are all about the 'hard sell,' meaning a direct request of your recipients to make a purchase. It also has a more immediate focus (wanting people to buy now) as opposed to B2B emails which are more geared toward building relationships over time.
Here are some ideas that can put your B2C emails at the top.
1. Create different lists. Segmenting your subscriber list can be beneficial in terms of stronger click-through rates and more sales. Because consumers are at different stages of the buyer journey, they can be approached differently with targeted email messages that meet them where they are.
Example: Send an email to a long-time customer with the last five items they were looking at or the items they left in their shopping cart. Conversely, a new subscriber might benefit from general information about your brand or business, industry-related news or how-to videos or tips.
2. Personalize your message. Most marketing research shows that personalized emails, ranging from addressing the buyer by name to sending curated lists of the things they were browsing for, can generate a positive return on your marketing investment - more so than a generic email sent to all of your subscribers with no personalization.
Example: Sally was looking at camping gear on your website, but has been inactive on the site for two days. A personalized email to Sally would feature a few of the camping items she was last looking at and, possibly, a coupon or special offer to entice her to visit the site again.
3. Create eye-catching, easy-to-navigate design. B2B email subscribers are accustomed to very text-heavy, minimally-designed email messages, but B2C recipients are not the same animal. Use design to your advantage, ranging from photos and videos to bold text and bright colors. The email body should be laid out in a way that is eye-catching and appealing, but also easy to navigate.
Example: If you own a pet boutique and want to alert your dog-loving subscribers about new products in your store, consider sending an email that features pictures of puppies with the items and bold, bright text and colors.
4. Timing is everything. Do you know the best days or times of the week to send your email marketing message? Some email service providers offer this feature to businesses, while other brands rely on testing the delivery times and days of the week to see what works the best. Similarly, be consistent in your delivery so that recipients know to expect a message from you, for example, every Tuesday.
5. Focus on the subject line. A subject line can be the difference between your email being opened or being ignored. Write short, compelling subject lines and consider personalizing them with the recipient's name.
Example: Join Us For Half-Price Happy Hour, Tom! or Tiffany, Our Entire Store is 50% Off!
6. Include several call-to-action buttons. While it's generally advised not to use different call-to-action buttons, it is OK to use several that point to the same offer. Include one high in the body of the email and then throw in a couple more to give recipients plenty of options to click. Be sure that the text, design and offer of your call-to-action buttons are all the same.
Example: You're sending an email about a free trial offer for your new meal delivery service. Your email should show bright colors and relevant photos, with a button that says 'Start Your Free Trial Today!' placed in several locations throughout the email.
7. Encourage sharing. Always include a way for recipients to share your messaging with family or friends, and give them the tools to connect with you through other platforms such as your blog and social media channels. This can benefit you greatly in terms of word-of-mouth marketing.
8. Send a welcome email. When a new subscribers opts in to your email list, be certain they receive an immediate welcome email that explains more about who you are, what they can expect from being part of your communications channel and any offer you've provided as an incentive to sign up.
Example: A welcome email to new subscriber, John, should tell him more about your men's dresswear boutique, his 10 percent off welcome offer and how to connect with your brand on other channels such as social media.
There are many ways to succeed at B2C email marketing. The key is to remember that you're working to encourage an immediate sale or purchase rather than working to build long-term relationships, typically found in a B2B atmosphere. Personalize your message for your recipients and use email segmentation to target their specific position in the buyer journey. Be consistent in your timing and delivery. Choose eye-catching design principles and offer several opportunities to engage with your brand through multiple call-to-action buttons. Encourage your recipients to share your message and reach out to them as soon as they become new subscribers with a welcome email. Implement some, or all, of these strategies and you'll build a successful B2C email strategy that generates sales and buzz around your brand.
To unlock this lesson you must be a Study.com Member.
Create your account
Already a member? Log InBack
Did you know… We have over 160 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.
To learn more, visit our Earning Credit Page
Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.
Back To CourseEmail Marketing Training
5 chapters | 52 lessons
Next LessonLegal Guidelines for Email Marketing