{"id":17617,"date":"2020-02-27T07:22:09","date_gmt":"2020-02-27T15:22:09","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=44122"},"modified":"2024-04-24T11:43:18","modified_gmt":"2024-04-24T11:43:18","slug":"b2c-emails-vs-b2b-emails","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/b2c-emails-vs-b2b-emails\/","title":{"rendered":"B2C Emails vs. B2B Emails"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Knowing your audience is everything when it comes to marketing. You need to know exactly who you\u2019re trying to reach \u2014 and more specifically, their interests, needs, and pain points \u2014\u00a0 to make a productive impact.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Correctly identifying your audience is one of the biggest obstacles in <\/span><a href=\"https:\/\/benchmarkemail.com\/email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">email marketing<\/span><\/a><span style=\"font-weight: 400;\">. This goes double when you\u2019re working out the differences between sending a B2C email and a B2B email. When it comes to speaking to consumers vs. businesses, you have to understand what motivates each audience and their behavior so that your emails can be more effective. Here\u2019s where to start.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-44125 aligncenter\" src=\"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/06\/B2C-Emails-vs-B2B-Emails-SOCIAL.png\" alt=\"\" width=\"1000\" height=\"1000\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Business-to-Consumer (B2C) Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Think about the last email that you received from your favorite online retailer. Chances are it included a special promotion of some kind \u2014 and there\u2019s a reason for that. Consumers respond well to <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/best-promotional-email-marketing-campaigns-mobile-app\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">promotional emails<\/span><\/a><span style=\"font-weight: 400;\"> that let them know how they can save money on things they already love. And this value-driven purpose is at the heart of all B2C emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Emotion plays a big part in consumer purchases, so your goal with a B2C email is to build an emotional connection, telling a story <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/create-the-most-engaging-sales-email\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">that inspires some sort of engagement<\/span><\/a><span style=\"font-weight: 400;\">. Images and videos work well for this purpose, as does the promotional content mentioned above. And don\u2019t be afraid to be a little funnier and a little less buttoned-up with your tone. Consumers love brands that are entertaining and have a clear personality.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>The consumer buying cycle: <\/b><span style=\"font-weight: 400;\">Because their purchases are tied to emotions, the buying cycle tends to be much shorter for consumers than it is for businesses. When consumers know they want something, they don\u2019t wait very long to purchase. And if there\u2019s a special promotion, they know they have to act fast.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>When to send B2C emails: <\/b><span style=\"font-weight: 400;\">The best time to send out your B2B emails depends on the product or service that you\u2019re selling \u2014 and, more importantly, your <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/5-email-marketing-metrics-watch-depending-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">goal-based metrics<\/span><\/a><span style=\"font-weight: 400;\">. Don\u2019t rely solely on outside reporting about success rates, since your results are mostly dependent on the behavior of your specific audience. Choose one day a week that you send your emails and test it out for a few months to see how it performs, then make tweaks as needed.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Don\u2019t forget to maximize your use of email marketing over purchase-heavy periods like holidays. This is a great time to capitalize on consumer attention since your subscribers are already on the lookout for sales, discounts, and special deals. This gives you an opportunity to be a bit more aggressive with your approach and to email more frequently. It also lends a sense of urgency, which correlates well to the short consumer buying cycle.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Business-to-Business (B2B) Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everyone loves saving money, but businesses are particularly concerned with cost efficiency and their bottom line. Business buyers need to know that whatever they\u2019re being sent or sold on is something that will (a) do something they can\u2019t do, (b) make their lives easier, and (c) help <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/generate-320-more-revenue-with-welcome-emails-strategies-that-dont-require-luck\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">generate revenue<\/span><\/a><span style=\"font-weight: 400;\"> in the long term.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your tone should be more professional than it is for a B2C email, but don\u2019t neglect language that shows your brand\u2019s personality. Business decisions are made by people for people \u2014 by inserting some wit and <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/creative-b2b-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">creativity into your B2B messaging<\/span><\/a><span style=\"font-weight: 400;\">, you help break down barriers and make your brand more approachable.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>The business buying cycle: <\/b><span style=\"font-weight: 400;\">A business\u2019s buying cycle is a lot longer than that of a consumer. Because there are more budget approvals needed and necessary parties to sign off on new initiatives, a business buyer needs to be as educated as possible on a product or service and thoroughly convinced themselves before they make a purchase. Their <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/how-content-fuels-your-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">emails need to contain more content and more information<\/span><\/a><span style=\"font-weight: 400;\"> than consumer emails so that they feel confident suggesting your solution to their team.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>When to send B2B emails: <\/b><span style=\"font-weight: 400;\">Again, sending emails on specific days just comes down to what works best for your audience, so test out a few different days and see what happens. Make sure with your B2B emails that you aren\u2019t sending a ton of messages in a short period. Too much frequency tends to irritate business subscribers and may make them feel pressured into buying something they aren\u2019t ready to buy yet. Spread out your emails so that you\u2019re sending valuable information at a frequency that works with your audiences\u2019 already hectic schedule. This works better with the longer sales cycle, allowing you to stay top of mind while your readers consider their options.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Getting the Most Out of Your Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">B2B or B2C, the best way to optimize the outcomes of your emails is to create great content that meets your audience where they\u2019re at. By starting with a basic understanding of exactly who you\u2019re creating content <\/span><i><span style=\"font-weight: 400;\">for<\/span><\/i><span style=\"font-weight: 400;\">, you give yourself a leg up in nailing the messaging.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Knowing your audience is everything when it comes to marketing. You need to know exactly who you\u2019re trying to reach \u2014 and more specifically, their interests, needs, and pain points \u2014\u00a0 to make a productive impact.\u00a0 Correctly identifying your audience is one of the biggest obstacles in email marketing. This goes double when you\u2019re working&hellip;<\/p>\n","protected":false},"author":44,"featured_media":18705,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-17617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2C Emails vs. B2B Emails - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2C Emails vs. B2B Emails - in\" \/>\n<meta property=\"og:description\" content=\"Knowing your audience is everything when it comes to marketing. 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