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B2B and B2C
Different strokes for
different folks
Blair Cooke
Database Marketing Director
Fairfax Digital
B2C
B2B
B2C challenges are less arduous
This can make us lazy
B2C marketers
with a batch and blast approach
and little interest in
relevance
or much thought given to engagement.
So we need bigger and bigger lists.
Instead we should
be inquisitive
and engage our
subscribers.
Add value to their experience
Create a conversation
Build their trust
Engender loyalty
You are not as sexy
as you think you are
The hidden cost of email
Are B2B & B2C all that different?
Blair Cooke
Database Marketing Director
Fairfax Digital
LinkedIn: http://www.linkedin.com/in/blaircooke
Twitter: @WiseMouth

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Editor's Notes

  1. Low value purchase Quicker decision making process Simpler products Less complex i.e. less sales involvement Bigger audience
  2. Make yourself relevant You are not as sexy as you think you are Segment What data do you collect? How do you use it? Personalise Take me to the article you think I’m interested in Get the timing right (trigger-based email) Subscribers want to be the first to know
  3. Bad marketers can run a profitable campaign that converts at 0.0002% Bad email marketing kills your engagement… …which then affects your deliverability 13% of “delivered” email never makes it to the inbox (Return Path) So we fall back to bigger lists, more frequency, “smarter” creative
  4. Principles are the same Complexity of B2B makes email marketers work harder The challenge for B2C email marketers is to think more like B2B The infinite audience doesn’t exist How do I build a long-term relationship that engages my subscribers and adds value