Over many years I have been involved in creating email campaigns which target customers and businesses. These are typically called B2C and B2B campaigns, respectively.
Whilst all campaigns are different essentially when you market to a customer and market to a business there is not very much difference at all.
Let me explain…
Businesses cannot buy products and services. Businesses are an innate object.
Inside the businesses are people and it is people who read emails, are emotive and make buying decisions.
One of my buzzy statements is, “People Buy From Friends”. Please do not take this statement lightly. It is critical in your copy to create a relationship with your email recipient/s whether they are a ‘business’ or a ‘person’.
Just think for a moment.
When you are in a relationship – one you care about – you are genuine, you listen intently, you are engaged with the your partners needs and desires.
So it should be in your marketing and especially email marketing. When you email remember you are being an intruder into someone’s life. They are not sitting at their PC nor watching their phone hoping you email them.
Be conscience of this fact. Be a welcome intruder not a pest.
So how do you go about differing between a business-marketing email and a customer-marketing email.
The very first thing to do is to think about who is going to open and read the email. This person is crucial to know. What are their demographics. Now I know this is not always possible but you need to have some idea.
When a person is asked to speak at an event one of the first questions they ask is. “Who is attending?”
Makes sense, doesn’t it.
So, before you begin writing your email decide who is going to open and read your email. This could be the CEO or it could be the purchasing officer or it could be the secretary. Write the email in such a way that the person opening and reading the email will welcome your contact.
If you are writing to a customer then ‘write’ personally to your customer.
Now I can hear you ask…
But Kurt, I am not sure and I email to hundreds of people when I send out an email, so what do you suggest?
You need to focus on one individual and write the email to them. All marketing emails should be written in the first person with only one person in mind. They need to believe you have written the email especially for them.
When you can achieve this you know your email marketing to either a business or to a customer will work.
Believe in Yourself