B2B and B2C Email Marketing Link

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Despite the fact that B2B and B2C marketing companies target different audiences, each consumer or client should be treated like an individual. B2B marketers can learn from their B2C opponents in the sense that they target their recipients to make relevant email campaigns. 

Many B2B marketing campaigns avoid segmenting their data or using targeted email lists as it is considered one of the biggest challenges when carrying out B2B marketing. In contrast those who work on B2C email marketing view targeting prospects as paramount to delivering successful email campaigns.

It is possible to segment email lists based on previous customer actions, so, sending them email campaigns that relate to something they might previously have clicked through on, with the idea that this is likely to be of relevance to them. 

Using surveys, it is possible to establish which social networks your potential consumers use regularly and then communicate with them via this method. By building content of genuine interest and of relevance to them i.e. that will educate them, you are much more likely to engage with them. This is proven to be more successful that straightforward promotional means of communication. 

Using surveys is an excellent way to gauge what consumers like and require from email campaigns, this then increases engagement in the future as you can be sure you only target responsive prospects.

By targeting customers – whether they are B2B or B2C, you can be sure that you are aiming your content at people who are relevant and more importantly, you are giving them marketing content that they want to hear about, therefore engaging them with your brand.

Use of Third Party Data

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Email database owners using email marketing often find that third party data is a crucial component in building their email database as it offers the opportunity to reach new consumers. However it can be difficult to maximise return on investment especially as data often proves to be costly. In order to make the most of third party data you should:

1. Plan goals for the response of your email campaign
   Third party data gleans the best response from email marketing if you avoid a sales pitch in the first message. The first communication with a customer should focus on response as the primary goal.
2. Offer something in exchange for data
   The amount of information you ask for from recipients should be balanced with what you are offering them – the more data you want to collect, the better reward you should offer.
3. Choose your list carefully
   Ensure marketing list quality by investigating a list’s source, age and collection method. Some data can be captured cheaply and illegally – not only preventing your email campaign from being a success but also landing you the wrong side of the law.
4. Segment wisely
   Use targeted demographics to make the most of your email campaign. A message that is sent towards anyone and everyone is costly without good ROI.
5. Suppress wisely
   By adding competitive domains to your suppression list, you can avoid letting competitors see what your email campaigns are like, and which clients you are working for.

Email List Marketing Issues

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According to ‘Direct Marketing News’, 30% of records in an email database list become inactive or change email address every year. This is often referred to as ‘list churn’. This can reduce email deliverability, click through rates, open rates and email campaign performance, resulting in decreased overall revenue. 


List churn means that you often have to spend money on customer acquisition email campaigns because with a 30% decrease in your email lists, it is necessary to find new consumers elsewhere.
Reasons for list churn include people who move home, move jobs – therefore making their work email address inactive, or they might switch email provider.
There is a need to strike the right balance with your email campaigns: if you send too frequently, you might annoy subscribers. Send them too infrequently and consumers could forget when or why they subscribed. 


The easiest ways to prevent list churn is to check your email list registrations – all records should be opt-in data only and all third parties should be checked thoroughly.
All unsubscribers must be blocked from your email lists straight away – better to do this than to be marked as spam which can have a negative effect on your credibility. You should also test all messages before sending email campaigns to ensure links and the overall creative sends properly through the email provider. 


In order to prevent list churn, it is possible to use something called ECOA (E-mail Change of Address), which updates the records in your email database that are no longer active or that bounce. To engage inactive consumers, you could develop a re-engagement campaign with welcome back offers or incentives to encourage them to start opening emails again. 

A list of active consumers is necessary for a healthy email database and is possible simply by keeping consumers happy and interested in the campaigns offered.