I lurve MarketingSherpa and have been a fan for years. I particularly wanted to share this chart from them on various email tactics, such as delivering content relevant to segment, email to house lists, email to rented lists… were rated as 2highly effective” by B2B and B2C marketers.
( I know the copyright says 2009 but it’s just landed in my email inbox from them.)
Both B2B and B2C rate delivery of relevant content to segment as highly effective. The percentage of B2B marketings saying this is slightly higher. In their analysis of this difference MarketingSherpa point out that the business-buying process is usually longer and more complex than that for consumer purchases. “Delivering content that is not only relevant to the recipient’s business segment but relevant to their current stage in the buying process is critical.”
I’m less swayed by this argument. Timely contact in the buying process is important in both markets. With consumers, the buying process can be as complex and involve a journey across multiple channels – a newspaper advertisement, something on television, a poster in a shopping mall as well as email. There’s also a proportion of consumers who will make selection processes online but still go in store to buy. By contrast the business buying process is more focused and may have less distractions (competitors), particularly at the high end (capital purchase).
But the real kicker in my book is the statistically significant percentage of marketers who rated event-triggered autoresponder emails as highly effective – way above third part ads and rented lists, among other things.
When was the last time you reviewed your autoresponder emails? Yeah, yeah… I know – you’re just about to take a look.