2 comments

  1. That’s really interesting! I see the exact complete polar opposite! I wonder how.
    I see very very few B2B marketers being as savvy as B2C. The B2C marketing has stronger permission, higher volumes – which allows greater scope for targeting, segmentation and analysis, B2C webmail clients have more sophisticated filtering systems which has differentiated between good and bad senders for years – which has allowed webmail clients to innovate and increase email functionality; while B2B filters are largely basic content filters with less predictable delivery, less functionality and more problems.

    I see B2B slowly…. very slowly, catching up with B2C quality, delivery and functionality.

  2. Hi, Steve, and thank you for your input. However, I’m not sure we disagree. I’m only arguing that the two worlds are coming closer together and we’re finding more and more parallels between them. Maybe you missed my point about how B2C email marketing has evolved and is much more targeted and relevant today. In a way, how could they not? They have the larger lists (and therefore potential to segment) and they have the ability to measure behavior like a web transaction (information they can put to use for more targeted marketing). However, I still say that level of sophistication among B2C email marketers is not a given while many B2B marketers have long been very sophisticated in their approach. I do agree with you about the B2C email filtering, but keep in mind that many B2B recipients use a B2C email like Gmail or Yahoo and receive B2B email marketing that way.

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