Email is the preferred method of communication between companies and customers, in the B2C sector, according to 77% of customers. According to data, a customer is more likely to share your content on social media, if received by email, by a factor of 3 - interestingly enough this correlates directly with the well-known fact that email communication is not only the preference but effectively the most used method of communication in the B2C sector.
Naturally, this means investing in and thoroughly developing your B2C email marketing campaigns is essential when it comes to successfully communicating with your customers. In this post we will showcase some tips and tricks, to give you a good headstart on developing a successful B2C email marketing campaign.
Prioritize email in your B2C marketing campaigns
A Campaign Monitor study found that digital marketers who prioritize email as a marketing tool contribute 89% more to the company’s revenue compared to others who do not use this strategy.
The study also showed that the open rates of B2C companies that embrace email marketing as a tool are 167% higher than others.
That is why focusing on email marketing should be the first step. Naturally, you should never abandon your other and complementary strategies – but when you have the chance to achieve a 4200% ROI (Return on Investment) with email marketing, it definitely deserves some attention and dedication.
Integrate the use of data to optimize your campaigns
No B2C email marketing campaign is the same. Depending on your business, workflow, and culture, your needs will greatly differ from other businesses - one thing is certain though, it is important to set clear objectives for your campaigns. By knowing where you’re trying to get, it is that much easier to know which data is relevant to collect and analyze - greatly diminishing wasted efforts and maximizing your B2c email marketing campaign.
If you’re not so sure what the best data to collect is, or you can’t quite decide between one methodology or another, we highly recommend you partake in some good old fashion A/B testing.
It is often said that A/B tests are the digital marketer’s best friend. They will tell you which subject line works better, the schedule that generates the best open rate, and the best design of your CTA (Call to Action) bottom to make recipients interact with it.
In other words, use the power of metrics and data to improve your email campaigns. With comprehensive data analysis, it will be possible to draw a consistent and effective B2C email marketing strategy for your current and upcoming campaigns.
While data is important, don’t forget that…
Personalization is key to your campaign’s success
Emails with personalized subject lines generate 50% more open rates - this sentence by itself should be the entire argument - but it doesn’t quite stop here. For example, you should only use your customer’s first name.
Segmentation is a significant part of any B2C email marketing campaign. The more you know your customers, the better you will send messages that appear to be made especially for them because you have more data to draw from - proper segmentation can propel your B2C email marketing campaign to amazing results and a very high return on your investment.
Just in case this isn’t already absolutely clear, here it goes, one more time - data is king.
It is important to gather the most crucial lead information and make sure you use it to create your B2C email marketing campaigns. Segmenting your mailing list into groups with the same interests will do wonders for your results.
Optimize your campaigns to mobile
Nowadays, 68% of people access their email boxes via smartphone. If your campaign is not optimized for the small screens, the user experience will be compromised – and a bad experience won’t do any good to your campaign.
So remember to create short and objective subject lines and think of a responsive template that fits different screen sizes. Include eye-catching CTA bottoms, so that users do not have to keep looking for the next step.
Remember to test your campaign on a mobile device to see how it looks, before sending it out.
Give control to users
B2C customers prefer email because they have the option to choose what and when to see it. So, do not be afraid to give them more control.
Think about how many emails you receive each day – your customers’ inboxes are likely to be similar. Create a form to find out the preferences of each of your contacts on your mailing list so that you know what they most like to receive and what they probably would not even read.
For example, a user may want to receive emails with or about discounts, but not with tips or other information - they might not care for a newsletter. Give your customers the chance to receive only what interests them the most - this will help preserve your good reputation, and image and most importantly make sure that you’re not wasting any efforts on unwanted or redundant communication with your customers.
This will also help improve your sender’s reputation, as it will increase your campaign’s effectiveness - which is highly desirable.
Instigate a sense of urgency
It is well known that emotions drive behavior, much more in the B2C sector, in which a lot of purchases are done from an emotional standpoint rather than a logical one, as in business. This is only natural, we are not fully rational beings - after all.
In that sense, it is not uncommon for some B2C email marketing campaigns to focus (even if only a small part) on creating a sense of urgency in their customers. A flash sale, a temporary but big discount, or a unique bundle for a limited time - are a few examples of marketing and product strategies that achieve these effects.
By limiting the time the customer has to think about a purchase, you make them decide with their emotions. You can do it using some keywords that give an urgent tone to the message, like “last chance”, and “for a limited time”, inducing a sense of urgency contributes to generating fear of missing out. Naturally, inducing these feelings in your customers must be done transparently, tastefully, and ethically.
This fear of missing out effect should be nothing more than letting your leads know that they will be left out of a good deal if they don’t take action right away.
Naturally, for this to be achieved properly, you need to be offering actual value with your offer - no one fears missing out on something they don’t see any value in.
You can embrace storytelling in your message and use product images; that will help subscribers imagine the purchase and be thrilled with your B2C email marketing campaign’s offer.
Marketing by a B2C email is a great option to communicate with your customers and generate revenue. Now that you know more about the best practices for B2C email marketing campaigns.
- Use email marketing in your B2C campaigns.
- Collect and analyze relevant data.
- Personify your B2C email marketing campaigns.
- Optimize your campaigns for multiple devices.
- Let people opt out and customize what they receive.
- Nudge the decision process a little by inducing a little bit of urgency.
Thanks for taking the time to read some of our suggestions, we hope to have provided you with some valuable insights to better improve your B2C email marketing campaigns.