At Campaign Monitor, our 200,000+ customers around the world are designing some of the world’s most engaging and successful email marketing campaigns. Email marketing has been the top performing marketing channel for businesses for decades. That said, some email marketing tactics that work well for some businesses may not work as well for others.
New data from research firm Aberdeen Group examined the different approaches used by B2B and B2C email marketers, and there are some important takeaways for B2C marketers. The overall finding affirms that email is integral for both B2B and B2C marketers — 95 percent of B2B respondents cited email as an integral channel for marketing communications, and 78 percent of B2C marketers cited active, dedicated email operations.
While email marketing is a priority overall, the pressures driving the strategy differ slightly. Fifty-five percent of B2B email marketers cited the need to hit annual organizational revenue goals as the number one priority, while 71 percent of B2C email marketers noted that measuring marketing’s contribution to revenue is strongly valued as a key performance indicator. Both groups reported low favorable effectiveness levels at connecting marketing efforts to revenue (just 46 percent of B2C email marketers and 31 percent of B2B email marketers), indicating a skill gap that needs to be addressed.
While program goals may differ for B2B and B2C email marketers, there are some common best practices that top-performing email marketers use to achieve success. A few highlights:
1. Prioritize email marketing for a greater ROI
B2C marketers who prioritize email marketing average an 89 percent higher contribution to revenue, vs. marketers lacking such priorities. They also reported an email open rate that’s 167 percent higher and a click-through rate that’s 2.3 times higher compared to organizations lacking such prioritization. Those who don’t prioritize the program are seeing a decline in performance, which means that B2C email marketers have two options: either aim to master it on your own, or find a trusted partner to manage the program for you.
2. Integrate data-driven campaigns for success
B2B email marketers will often test and optimize campaigns to distil distinct formulas for success — 59 percent say they can duplicate the results of effective campaigns with this approach. Additionally, 70 percent of B2B email marketers can identify the most profitable customers in their networks, which maximizes the value of outreach. With data at their fingertips, B2B email marketers are more effective in developing repeatable processes and personalized campaigns. This presents a huge opportunity for B2C marketers to learn more about your customers, build behavioral profiles for them, and then deliver more relevant email marketing, such as what we’re bringing to customers with the acquisition of Tagga.
3. Personalization is key
Most B2B (55 percent) and B2C email marketers (69 percent) are effective at maintaining consistent, relevant, personalized communications with prospects and customers. Sixty-three percent of B2B email marketers segment marketing efforts by industry, region, topic or vertical to avoid any unsegmented “blast” email campaigns.
It’s clear that organizations that prioritize email marketing drive greater success, customer engagement and retention. When done right, email marketers can realize massive benefits and see a significant impact to the bottom line.
To learn more or to download a full copy of the report from the Aberdeen Group.