Most individuals perceive email marketing lists to be the domain of business-to-consumer (B2C) companies. However, business-to-business (B2B) online communications are being increasingly leveraged by firms that offer other organizations professional services. And while some of the same marketing tips and tricks apply for these business emails, there are a few key differences in B2B and B2C best practices.
For example, a recent article in Business 2 Community pointed out the need to avoid "NoReply" emails. This term is common among B2C companies and marketers, and communicates to recipients upfront that the email they're receiving is purely informational or promotional, i.e. there's no need to start a dialogue. However, as the news source notes, this is precisely the opposite of what B2B firms should be striving to do.
"Allow the recipient to reply directly to the email to open a rapport with you," wrote Business 2 Community. "This can be accomplished by redirects on your server or by bootstrapping the mailer to an active account directly (the former usually being a better idea)."
Additionally, the news source added that B2B email marketing messages should contain simple and quick links that the recipient can click on to learn more about your company, its products and how to get in contact.
Some best practices are consistent across B2B and B2C, though. ClickZ pointed out that even in B2B email marketing messages, companies will want to use segmentation and personalization to connect with clients on a deeper level. By customizing the content potential and existing clients receive, B2B firms can potentially garner more customers, boost revenues and build stronger relationships that can last over the long term.
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