B2B and B2C E-Mail Tactics: eMarketer

Time to send e-mails critical for both camps

APRIL 14, 2010 – Business-to-business (B2B) and business-to-consumer (B2C) e-mail marketers have different targets, but the goals they share mean they agree on the effectiveness of several tactics.

According to a Silverpop poll, both groups consider identifying the best time to send messages the most effective e-mail marketing tactic. They also agree on the importance of including marketing promotions in transactional messages and using surveys to gather information about their recipients.

Several other tactics�including links to social networking sites, triggered offers and behavioral targeting�were less likely to be considered effective by B2B marketers despite their appeal in the B2C segment.

Some differences stem from the specific marketing goals B2B and B2C companies have. While both told Silverpop they were about equally interested in upselling and cross-selling, increasing contact databases and strengthening their analytics, there were also significant differences. B2B marketers were highly focused on moving prospects through the sales pipeline, while B2C respondents wanted to increase customer loyalty.

Many of the tactics B2C marketers found effective, such as incorporating social network links, relate to their customer loyalty goal, shared by relatively few B2B respondents.

“Whether you’re selling cupcakes or copiers, buyers are all individuals who seek out others like themselves for insights and recommendations,” the report said. “Adding the human element through social networking benefits both B2C and B2B marketing programs.”

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