While spam emails might have put some of us off the idea of email marketing, statistics show that when it’s done right, email marketing is still one of if not the most effective ways to reach out to and engage with your customers. B2C marketing is very different from B2B marketing due to the differences in products and topics that are addressed. Unlike business owners who prefer content that focuses on comprehensive solutions and thought leadership, consumers tend to expect eye-catching, clever, and timely emails that cater to their interests and needs. So, how do you get B2C email marketing right?
Email list segmentation is necessary for B2C marketing today since it allows marketers to organize their overall contact list into smaller lists that are more focused. As a result, you will be able to create email content that addresses the needs and interests of your audience more directly and make sure that the right content is being sent to the right people. You can find databases from which you can create segmented email lists at Lead Lists. Segmenting is crucial for B2C marketing as consumers tend to be inundated with email marketing materials on a daily basis and are less likely to open and read something that is not relevant.
‘Dear customer’ simply doesn’t cut it any longer when it comes to getting the attention of B2C email marketing recipients. Consumers want to feel like the email that they’ve received was written specifically to them, which is why using personalization tools is so important. Mass emails are much more likely to end up getting ignored by subscribers compared to personalized emails. And there are many more ways to personalize an email than simply using the customer’s name. Consider their activity on your website or social media to ensure that the content you send is personal to them, too.
One of the biggest mistakes that you can make when sending B2C emails is failing to optimize for mobile. Given that more and more people are now using smartphones and tablets to check their emails, the last thing that you want is for your message to be physically hard to read, or calls to action impossible to click. It’s important to put as much effort into optimizing marketing emails for mobile as you would with your website.
The time it Right:
Unlike B2B emails that tend to have much higher rates of engagement during business hours, B2C emails require more thought when it comes to getting the timing right. The best time to send your emails will depend on the product or service you are promoting and your target audience. For example, if you are marketing to working professionals, sending emails outside of office hours may be most effective. On the other hand, those marketing to retired people may get better results in sending emails during the daytime. A/B testing is a good idea to help you work out which times get the best engagement.
B2C email marketing can still be a very effective way of reaching out to and getting the attention of your target audience when you use the right strategies.