B2B and B2C marketing aren’t as different as many might think, so why is it that so many B2B marketers choose to focus on making their email campaigns information-heavy instead of more visually compelling? Dan Binns, Account Director, Epsilon International explains how consumer tactics can be used to maximise B2B campaigns.
Whilst corporate marketers take a different approach than their consumer counterparts to the email channel, this shouldn’t limit their creative tactics. Consumer marketing is conventionally more sophisticated in its approach, but this is rather a reflection of the services and products being sold. The canny B2B marketer will cherry-pick and adapt consumer tactics that best translate to their own campaigns.
Within the wider marketing mix, technologies like email, increasingly regarded as more ‘traditional’, have proven their mettle as effective communication channels. As platforms converge, it’s important to remember that brands of all persuasions need to communicate with customers in a way that’s most appropriate to them – which of course may differ according to whether a brand is B2B or B2C.
Relevancy is what resonates – quality over quantity. In email, preference centres have long enabled subscribers to confirm their interests and requirements. In a similar way, an engaging subject line, personalised greetings, as well as more compelling text and visual content will ensure an email stands out and ultimately increase open rates. However, email continues to evolve and innovate. In recognition of the shifting media landscape, it’s now possible to integrate mobile and social networks with email campaigns – meaning there’s a lot of room for B2B marketers to continue to optimise their use of a proven technology.
In these times of economic doubt, getting closer to customers is of prime importance. The reason email remains popular and has stood the test of time is because it consistently delivers high levels of ROI. As budget-holders increasingly scrutinise every marketing pound spent, marketers are well advised to stick to more trackable media efforts, but need to recognise that giving customers what they want, when they want and in the manner they prefer will help to optimise their chosen method of B2B communication. If this means using B2C tactics throughout, then so be it.
By Dan Binns
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