Yesterday morning I made my way to London Bridge for my first ever #DotLive event. #DotLive is run by Dotmailer, who are a data-driven multichannel marketing platform (and also the email marketing software company my workplace uses!) This particular #DotLive was based around B2B marketing automation and was an insightful and engaging way to start the morning and I thought I’d write a little post with three of my key takeaways.
B2B vs. B2C in the Email Marketing World
Opening the event and turning attention to the email marketing space in general was the important question of the difference in B2B and B2C marketing with its approaches and as Skip Fidura pointed out, “I think we make too much of a big deal in the difference between B2B and B2C marketing”. Whether you work in B2B or B2C marketing (or both!) your messages are still being communicated to people who (hopefully) have the ability to make meaningful and emotional connections – B2B marketing doesn’t need to be boring or robotic!
Savvy & Sassy Recipients
“B2B marketers market to the savviest email recipients in the country” another quote from Skip Fidura (a very quotable guy). With B2C email marketing, you have a bit more freedom to play around with copy and content – I’ve definitely gotten emails from fashion retailers with ‘bae’ in the subject line, something I don’t think would be appropriate in the B2B marketing space. B2B recipients are more in tune to what a good email looks like, making them somewhat more demanding as they will have higher expectations.
Data + Understanding Your Audience = Email Marketing Success
There are many factors that contribute to the success of an email campaign. Gathering the right data about your audience enables you to send them targeted messages which are actually relevant to them. “Only 32% of B2B marketers are sending compelling content” – Gavin Laugenie, an interesting stat that perhaps highlights the need for B2B marketers to step up their email marketing game by getting more creative, more intuitive and more personal.
Parting thoughts: What are your top email marketing tips for B2B email marketing? Leave me a comment or tweet me @musingsandmktg!
For more about email marketing check out my introduction to exploring: email marketing