Sales is a difficult process and Sales via Email Marketing is even more challenging. Let’s start from the basics. Figure out your target audience purchasing behavior. Take it this way, you have an online Digital Marketing Agency that sells its services both to customers and businesses. Now once you decide to start email marketing, the first step has to generate fine-tuned content for both audiences.

Still Puzzled?

Let us break it down for you.

First Step Identify Purchasing Behavior of the Audience.

We are assuming you know about Return on Investment (ROI). Every Email Marketing Campaign is designed to elevate ROI. This ROI is a reflection of the differences between an individual customer and a buyer in a business.

While Individual Customer identifies as B2C, a buyer in a business identifies as B2B. To help you create a successful email marketing campaign, we will highlight 5 differences between B2B VS B2C Email Marketing.   

B2B stands for business to business. This starts with calculating ROI carefully considering the benefits of the product and services they are offered. Purchase here would not be an emotional instinct but rather a logical investment. Generally, you initiate your emails here by educating and emphasizing why these services will meet customers’ needs and heal their pain points. Here you are a seller you will function as an ally or educator. This whole practice in the end will produce sell and in a long-term fashion. 

On the other hand, B2C triggers emotion-based purchases. Here a better understanding of emotional triggers will drive sales. Keep a close eye on the consumer’s emotional linkage with a product with hits exactly that point.      

Second Step Adjust with their Buying Cycle lengths:

B2B email marketing strategies and their purchase decisions are time-stretched but totally worth it. What takes them so long? Well, Vendor evaluation and more in-depth research. And here B2B email marketing comes in different strategies. The primary aim is to nurture healthy long going workflow with clients with strategic drip campaigns. This will take you time every campaign will consume over weeks or months to leave an impact and influence purchases. Typically it’s hard to trust everyone with bigger investments and this is exactly what happens here.

Well, you might have guessed already, B2C purchase is a much faster buying decision. It’s an impulse buying instinct directly hitting their sales drive. The real trick here is to earn customer satisfaction and manage to keep higher engagements. All of that shall be happening simultaneously to generate brand awareness. 

Third Step watch out for A/B Testing

No one can tell you better than your own A/B testing. Try out different timings. Don’t trust any influencer at this, schedule different timings for your email to understand which times fit best in your client’s schedule. 

If you are starting from scratch, here are a few tips;

If you are selling a product Mail Chimp says it’s best to schedule it on weekends. If you have more educational content try it on Tuesday. Algorithms mostly revolve around the product or service you are around to sell. Many experts approve 2-time slots from 10 am to 11 am and from 2 pm to 4 pm. This is when almost one-third of all marketing campaigns are statistically proven to perform better.    

Timings are one factor try different subject lines is another. B2B email marketing is no walk-in garden, you will have to work to make a favorable impression on your competitor businesses and educate them more with each step. B2B requires an intelligently crafted email campaign containing multiple emails over a long period. So once you get into this, Breathe in and Stay Consistent! 

Fourth Step knowing how often Emails must be Sent!

B2B is a work of discipline, a discipline that circulates the comfort and needs of your subscribers. If you have promised a weekly tip or information, this is not a promise you can break. You do your work religiously and let your subscribers pay you back. It is crucial that your company sends weekly targeted information and the latest research on your client’s niche so that they can be hooked to find out more in the next series. 

Here are a few things you should keep in mind;

Holidays are important

If you are running a business where you sell products, the right thing to do would be to start discount sells around the holiday season. Suppose you have baby care products and you skipped Mother’s day!? Way worse than a crime. To land your target audience’s wallet you have to be on time.

Frequency is Important

Analyze your audience first then decide whether it’s the best practice to be aggressive or not. Pay attention to frequency as it may seriously impact the performance of emails.

Why do we talk a lot about Segmentation?

The best approach is to send 2 emails per week or even up to 3 to 4 emails. Based on your audience group your audience that opens your email every single time you send and the audience that opens when you hand any offers. Send emails more frequently to people who want to know every detail of your company and for obvious reasons they are easy targets of your campaign. 

Fifth and Final the Content!

Here all your research on B2B or B2C purchase behavior comes in. You will craft more logical content when it comes to B2B audiences and more impulsive for B2C audiences. By closely analyzing your A/B testing try segmentation and divide your audience according to their purchase behavior. Feed your B2B customers with facts and facts and facts and build an intellectual long-lasting relationship. Slowly and gradually bring more leads on board. Remember the right content will bring hundreds of times better than any promotional offer. 

B2B is a bigger investment than B2C. You are connecting with business entities based on pure logic no emotions. B2B speaks words out of your brand, if you are getting a response out of a B2B email marketing campaign your foundations are not laid correctly. Analyze each factor closely again and try again. 

If that’s too much struggle for you. We are always an email away.         

Techgrow stands among the effective b2b email marketing agency determined to make you achieve your goals.