Email marketing is an essential strategy to any company – however, this is especially true when it comes to B2C companies.
After all, 77% of B2C customers prefer email to be used as an official communication tool with companies. Therefore, they are 3x more likely to share your content on social media when receiving it via email.
However, to achieve favourable results, your B2B email marketing campaigns must be effective and follow some good practices. Keep reading and find out more.
Prioritize email in your B2C marketing campaigns
First of all, here is a reminder: success is not achieved without dedication, and the same is applied to your B2C marketing campaigns too.
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 the others.
That is why focusing on email marketing should be the first step. We are not telling you to give up on other strategies – but when you have the chance to achieve a 4200% ROI with one of them, it definitely deserves more of your attention, don't you agree?
Integrate the use of data to optimize your campaigns
No B2C marketing Campaign is created in the same way, and this is the magic of this strategy! Email marketing gives you the freedom to create the most diverse messages, personalized to your public.
However, it is possible to know what works better with those who buy from you (or with who you want to buy), and testing is the answer.
That is why it is commonly 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 bottom to make readers click on it.
In other words, use the power of metrics and data to improve your email campaigns. With data, it will be possible to have a consistent and effective email marketing strategy, which leads us to the next tip…
Personalization is the key to your campaign's success
Segmentation is a significant part of any B2C marketing campaign, and when it comes to email, this is no different. The more you know your customers, the better you will send messages that appear to be made especially for them.
One more time: data is key here. Gather the most crucial lead information and make sure you use it to create your campaigns. Segmenting your mailing list into groups with the same interests will do wonders to your results too.
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 the user does 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 leads' inbox is 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 discounts, but not with tips or other information. Give him the chance to receive only what interests him most.
This will also help improve your sender reputation, as it will increase your campaigns' effectiveness.
Instigate a sense of urgency
It has already been proven that emotions instigate the customer's behavior. Creating a sense of urgency, therefore, is a big factor in closing sales deals.
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", "for a limited time", exploring the FOMO effect.
The Fear of Missing out effect is nothing more than letting your leads know that they will be left out of having a good offer if they don't take action right away.
You can embrace storytelling in your message and use product images; this will help subscribers imagine the purchase and be thrilled with your B2C marketing campaign.
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, it is time to try them out yourself!
Check out how to verify your mailing list and optimize your results even more!