Savvy B2B and B2C Email Marketing Campaigns

By Maria Peagler

May 26
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Which email marketing strategy is more important:  B2B or B2C?  Both!  If you’re doing only one or the other, it’s time to start focusing your message to each group.

Email marketing is especially effective for B2B and B2C because you can send a targeted message to each segment, versus using a website, blog, or social network, where you’re really courting both audiences.

B2C Channel. Think about what email newsletters you look forward to.  I immediately open the ones that help me, either personally or professionally.  I want to learn, be entertained, and get a sense of the person behind the newsletter, but I never want a direct sales pitch.  Sure, have a call to action, but don’t blast it in the opening paragraph.

I include a few different short articles that link back to my website, each offering a takeaway for my readers.  I include my contact information, my social network links, and I tell clients if they have a question I’ll respond the same day.  I always get a response from that. Don’t be afraid to let your B2C audience know a little about you personally:  I send a recipe in my quilting newsletter and often hold contests for free fabric.  People love those and I know they make the recipes because they tell me how they turn out!

B2B Channel.  For business clients, it boils down to three essential elements:

  1. how your product increases their revenues
  2. how easy it is to find your product
  3. where to buy your product

Make it super-easy to to find and order your products by including links to distributors or other wholesale channels.  I recommend to my clients that they link to the actual page on the distributor’s website that lists their products, because those sites are often cumbersome to navigate and you want to make ordering Amazon-easy (one-click).

Let clients know any sales tools you have available for their reps, include photos of displays other businesses have done with your product, and support them in any way you can.  Let them know if you do product training, any sales or discounts you have, and be a sales partner with them.

Media Channel.  I also target a third audience: the media.  I let them know anytime a publication does a review, I get an award, or other newsworthy event I think they’d be interested in.  I also point to my website media room, which includes press releases, short articles, and photos of me and my products, all for their use.  I often get requests from vendors and the media for articles because I’m on their go-to list for people who can produce something in a rush.  You want to make it that easy for them to cover your business.

Don’t overload audience with too many email messages:  once per week or month is enough, and only you know your business well enough to understand which is appropriate.  Ultimately, ask yourself the question:  how often do I want to receive these, and there lies your answer.

Next time I’ll cover the biggest trend in email marketing, which is mobile.  An exploding number of emails are now being read on mobile devices, and I’ll tell you how to make yours mobile-friendly.




About the Author

Founder of, Benjamin Franklin award-winner for independent publishing, award winning author of eight books, wife, mom, quilter and watercolor artist.

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(1) comment

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