business-to-consumer Archives - Social Email Marketing

Differences and similarities in B2B and B2C email marketing tactics: social media less popular in B2B

This month, Silverpop got quite some news coverage with data regarding the use of email marketing by B2B and B2C marketers. More specifically: what are the similarities and differences between both “types” of companies regarding email marketing?

This coverage came after the company announced the launch of a new platform that combines Silverpop’s email marketing tools with its marketing automation and lead management apps.

CEO Bill Nussey commented on the launch by saying “ I felt that the solutions supporting BtoC and BtoB marketers should come together into a single, scalable platform that makes the unique tools of each marketing discipline available to all”.

Time for those data about email marketing in B2B and B2C, coming from a Silverpop poll.

Email marketing: should B2C email marketers reconsider the timing of their emails?

Many email recipients, mainly in B2C, don’t access the personal mailboxes they use to receive marketing offers anywhere close to as frequently as they check their work accounts.

In other words: in B2C there can be quite some delay between the time that people get their email (or better, the time you send it) and when recipients actually see your mail. B2C email marketers should take this into account when drawing up their emails and ensure that the content is still relevant (think of promotions) when consumers check their inbox.

Timing matters. I think many email marketers will agree on that.