What is the difference between B2C and B2B email marketing?

The key to any marketing strategy is to know who you are targeting. Communicating with companies is not the same as communicating with consumers. For that reason, in this post we will talk about the main differences between business-to-business (B2B) and business-to-consumer (B2C) email marketing.

What do we mean by B2B and B2C companies? The former refers to companies that market their products or services to other companies, and the latter to final consumers. Therefore, the needs of both will not be the same, nor will the objectives of these companies.
Email marketing is a channel used by all markets, but not all markets use it in the same way.. It all depends on the nature of the target audience. And in this case, each category has its own characteristics which means that we find markets with different objectives and different needs.
 

 

1. Mass market vs. corporate market

As we said at the outset, the target audiences are different. Some are aimed at end-consumersThe others to people on the street, and the others to people on the street. companies and professionals. So, on the one hand, we are talking about mass markets, companies that offer products and services that, to a greater or lesser extent, are part of our daily lives and cover a much wider public. They are therefore large, numerous and geographically dispersed markets. On the other hand, we are talking about corporate or industrial markets where the main objective is not so much to sell but to inform about the sector and the company in order to reinforce its reputation. We are therefore talking about a smaller and more select market in which decisions are concentrated in a group of people (company), and not in a single person (consumer).

2. Purchase vs. Loyalty

Although it is increasingly common in both categories, Long-term loyalty is the main objective of a B2B company.. A trend that is increasingly being extrapolated to companies. B2C as it is becoming more and more important to take care of consumers and to build consumer loyalty. However, the main objective of a B2C company is the purchase of goods and services.to show a product or service in newsletters in order to promote it and achieve conversions.

Although in both cases the final objective is the sale of a product or service, Carrefour presents its products with the help of promotions and discounts in order to make the customer decide to buy them. On the other hand, Digital Response, through quality content, aims to gain the trust of users and transmit the professionalism of its employees so that companies will hire its services. email marketing services.

3. Emotions vs. pure data

This is where the message of the newsletter. Firstly, if it is an email to end consumers, emotions play an important role. Brands of this type are looking for an impulsive reaction from consumers and to do so they appeal to feelings. These messages are much more casual and much more relatable, using techniques such as the StorytellingThe B2B newsletter is a more rational, needs-based content that requires more logic and security. However, B2B newsletters contain more rational content based on needs that require more logic and security. Thus, we are talking about messages containing products or services that require a detailed and rational analysis. What companies expect to receive from these newsletters are tangible benefits.

4. Simplicity vs. Complexity

The purchasing process that can be triggered by a B2C newsletter is much shorter and simpler than in the case of a B2B newsletter.. Companies generally have long buying cycles, whereas consumers make the decision to buy quite quickly as it is an individual decision. This is also due to the fact that in B2C we are talking about lower-cost products or services, which allows consumers to be more driven by their impulses and emotions. However, in B2B we are talking about orders of a few units at higher prices, where different people can intervene in the purchasing process and slow down the process.

 5. Images vs. text

Finally, in B2C newsletters, the less text, the better. Everything visual is very important and it is better if the text in the email is brief but well-crafted and original. However, in B2B newsletters, text is predominant. As we have already mentioned, in this type of newsletter the content is very important and it has to be very elaborate in order to transmit seriousness and professionalism (sector news, corporate information, success stories...).

 
In short, companies develop their email marketing campaigns according to their target audience. However, although it is clear that the newsletters of one category and the other are different, there are some points that must be present in both cases, for example, personalisation and segmentation of email marketing campaigns.
 
If you want to know more about B2B email marketing check out our ebook "How to build loyalty in B2B with effective email marketing campaigns"