Email is one of the oldest and most reliable forms of online communication –– one that’s still going strong today. It’s also one of the best places to market your company. Read on to learn more about email marketing for B2C companies!
Your business needs a B2C email strategy
Online marketing is constantly changing and evolving. Over the years, marketing trends have shifted immensely, bringing in new tactics and phasing out older ones. But one thing that’s remained largely constant in all that time is B2C email marketing.
While today’s email marketing isn’t identical to how it was 20 years ago, it’s still just as strong a force in the marketing world — especially for a business-to-consumer (B2C) company like yours. Like many other businesses, you can reach a highly relevant audience by sending out emails.
But what is B2C email marketing, exactly? And how can you use it to drive superior results for your company? We’ll answer both of those questions below, so read on to learn more.
What is B2C email marketing?
B2C email marketing is the process of sending out marketing emails to potential customers. These emails are tailored to subscribers and their interests and planned effectively to maximize engagement.
The best way to run an email campaign is to set up forms on your website where users can voluntarily sign up to receive your emails. You can then send emails to those people, ensuring you’re marketing to users who have an interest in what you offer.
Why do you need a B2C email strategy?
Now that we’ve answered “What is B2C email marketing,” let’s answer the next most common question: Why invest?
1. People frequently use email
Email marketing is one of the best strategies available for marketing your business online. That’s largely because people use email often — 58% of adults check their email first thing in the morning.
2. Your competitors are using email marketing
Another reason to use email marketing is that your competitors are likely already doing so. In fact, 89% of marketers identify email as their primary marketing strategy. That means that if you want to keep up with other companies in your industry, you’ll want to take advantage of email marketing.
3. Email marketing lets you reach a receptive audience
Email offers a reliable way to reach your target audience. Since people sign up for your emails voluntarily, they’re happy to receive them. That means email marketing is guaranteed to help you reach an already-interested audience.
5 expert B2C email marketing tips
Email marketing for B2C companies is a fantastic strategy, but it doesn’t come with guaranteed results. If you want it to be a success for your business, you need to implement several email optimization tactics.
Here are five ways to boost the quality of your B2C marketing emails:
1. Personalize your emails
One of the first things you can do to improve the quality of your emails is personalize them. Personalization is an amazing tactic for keeping users engaged by using their names in emails and tailoring email content to their interests.
Since emails go out to individual users, you can set them up to address each of those users specifically. It makes the recipient feel as though the email content was curated just for them.
2. Center your emails around specific CTAs
When you craft emails to send to your audience, you don’t want them to be all over the place. They should be structured and organized, and the best way to do that is to build each of them around a specific call to action (CTA).
Essentially, your emails should be built like landing pages –– each email should have a central message, and that message should be built around an action you want users to take. Whatever that action is, you should provide a CTA button that links to the page where users can do it.
Using that structure will prevent users from getting confused about what you want them to do.
3. Segment your audience
Audience segmentation is another fantastic way to improve the effectiveness of your B2C marketing emails. We’ve already talked about the benefits of personalizing your emails, and segmentation is a similar idea.
When people visit your site, they aren’t all interested in the same things. Some people will be almost ready to buy, while others are just getting to know you. Those users have different needs and interests, and your emails should reflect that.
By segmenting your audience into groups based on their site activity and interests, you can make your emails more relevant. People who are close to converting can receive different emails than people who have only scrolled through your “About” page, producing better results for both.
4. Write engaging subject lines
The emails you send out don’t immediately open when users see them. They all start off condensed into subject lines. For users to see the full email, they must click to open — but they’ll only do that if the subject line is compelling.
For that reason, be sure to write subject lines that pull users in. Don’t say, “See our case studies here” — say, “See why over 100 customers say they love our business.”
Furthermore, be sure that your subject lines are accurate. If your subject line mentions a special discount, that discount should be a focal point in the actual email copy. Otherwise, users will feel misled and end up unsubscribing.
5. Offer compelling lead magnets
Everything else on this list has addressed how to optimize your emails, but you also have to consider how to get users to sign up for your emails. What will make users want to subscribe to you?
The answer is lead magnets. Lead magnets are specific materials that you can offer to draw users’ interest in your emails. For example, you could offer to send out a free product demo to users who sign up for your emails.
Other lead magnet ideas include:
- Case studies
- Special discounts
- And more!
Whatever you promise to send users, be sure to send it out to anyone who signs up for it. Don’t promise a newsletter and then send out nothing but ads — your audience will quickly unsubscribe!
WebFX knows email marketing for B2C companies
Want a hand driving results for your B2C email strategy? WebFX can help you achieve — and exceed — your goals! We have over 25 years of experience in digital marketing, so we know exactly what we’re doing when it comes to creating marketing emails.
When you partner with us for our email marketing services, you’ll get help implementing all the tips listed above and more. We’ll craft emails that draw users in and nudge them towards converting.