Live from DMA06: B-to-B, B-to-C Require Different E-mail Creative

Published Monday, October 16, 2006

Business-to-consumer and business-to-business e-mail campaigns require vastly different creative tactics in order to drive the highest response, according to a study released yesterday by e-mail service provider Silverpop. For example, Silverpop found that b-to-b e-mail recipients were much more likely to respond to an all-text e-mail than their b-to-c counterparts. In a study of 612 e-mails sent by 430 companies, Silverpop found that image-rich e-mails sent to consumers generated a 7.1% average click rate while all-text e-mails generated an average 4.7% click rate. In contrast, all-text b-to-b e-mails generated an average 5.4% ...

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