Best email marketing strategies for B2C sales
Digital marketing can be a minefield for B2C businesses.
Social media algorithms are constantly changing, SEO best practices are evolving, and ad costs are rising.
When so many channels come with a degree of uncertainty, email marketing is one of the most reliable ways to engage customers, build relationships, and drive sales.
You might be wondering if you need email marketing for your B2C business.
The answer is a massive YES!
With an email marketing tool, you can send personalized, highly-targeted content and offers to your audience based on their interests and behaviors. You can also automate much of this work so the sales roll in on repeat!
However, there is a lot of competition for attention—the average person receives over 120 emails per day.
To stand out in a noisy inbox and maximize your sales opportunities, you need to go beyond sending a generic welcome message and the occasional promotion.
In this guide, we’ll walk you through the most effective email marketing strategies for B2C brands – and how using ScoreApp helps to streamline the process and maximize results!
1. Build a high-quality email list
Why it’s important:
It can be tempting to try and build up the biggest email list possible – and there are plenty of companies who will sell you thousands of email addresses.
However, quality ALWAYS trumps quantity when it comes to effective email marketing.
A smaller, highly engaged list will consistently outperform a large, unqualified one.
Therefore, your first step is capturing the information of the right people.
How to do it:
- Set up valuable lead magnets: People won’t give you their contact information unless you offer them something valuable in return. Make handing over their email address worthwhile by providing exclusive content, a discount, or an engaging ScoreApp quiz!
- Create a ScoreApp quiz to capture leads: Use our AI quiz builder to create a quiz for your B2C business in minutes.
- For example: if you run a skincare brand, you could design a quiz called ‘What’s Your Perfect Skincare Routine’ and send a report with a step-by-step guide and complementary products.
- Use double opt-in: Make sure your subscribers are genuinely interested in your content – and your products – by asking them to confirm their sign-up after accessing your lead magnet.
By completing your quiz, your prospects start to think about their situation more deeply, which helps prime them to buy. Combine this with a personalized report based on their quiz answer, and you get a highly engaged list of hot leads!
ScoreApp has dozens of ready-to-use templates so you can start attracting new customers to your B2C business.
Here are a few to help you get started:
The Financial Freedom Scorecard
The Job Satisfaction Analysis Scorecard
2. Segment your audience for personalized communication
Why it’s important:
Remember we talked about how noisy inboxes are these days?
This means that people are becoming much more selective about the emails they engage with.
Sending the same email to your entire list doesn’t cut it anymore.
To drive real engagement with your email marketing content, segment your list. Splitting your audience into relevant groups can lead to a 760% increase in revenue!
There are loads of different ways you can segment your email list. You could tailor your messaging based on:
- Customer behavior
- Interests
- Quiz answers
- Purchasing history
Luckily, ScoreApp can help you do it all automatically!
How to do it:
- Segment your list based on quiz responses: You can use ScoreApp to automatically categorize leads into different groups. For example, if you run a fitness business, you could set up a profile quiz called “Discover Your Fitness Persona” and then segment your audience based on the category they fall into.
- Personalize subject lines and content: Emails with personalized subject lines have a 26% higher open rate than generic ones. Personalize yours by name, product preferences, or quiz results to watch your engagement soar!
- Create automated email journeys: Send different email content sequences based on customer needs. For example, you could set up individual journeys for ‘First-time buyers’ and ‘Returning customers’ and then send each group tailored communications to encourage more sales.
3. Craft compelling welcome emails
Why it’s important:
A welcome email does exactly what it says on the tin: it’s your chance to make a great first impression on your new subscribers.
Your welcome sequence sets the tone for your relationship with your audience.
It’s important to spend some time crafting your welcome sequence to ensure it is engaging and full of value: moving subscribers one step closer to making a purchase.
How to do it:
- Set up an email welcome sequence of between 4-6 emails. For example, here is an email marketing sequence you could use when someone joins the waitlist for a new product:
- Email 1: Thank them for joining and share what they can expect.
- Email 2: Share sales enablement content, such as videos or blog posts, to tease your launch.
- Email 3: Provide social proof, such as customer reviews or user-generated content, to build trust in your business.
- Email 4: Introduce a personalized offer to try and encourage conversion when the product launches.
- Use ScoreApp quizzes to guide the next steps: Direct new subscribers to a relevant quiz to learn more about your products, with personalized results reports that include specific suggestions of what they could purchase.
4. Optimize for mobile users
Why it’s important:
Mobile devices account for over 40% of email opens.
If your emails aren’t mobile-friendly, your audience won’t engage with them – which can lead to losing sales.
How to do it:
- Use a responsive email design: Choose an email marketing platform like Hubspot or Mailchimp to create responsive emails across all devices. ScoreApp can be easily integrated with both of them – alongside 3000 other marketing tools!
- Keep subject lines short and compelling: Aim for 40 characters or less to avoid them being cut off on mobile devices. Use personalization to make opening your email as compelling as possible!
- Make all CTAs clear: Use large buttons instead of small text links to make your CTAs as easy to click as possible.
- Test your emails: Preview emails on multiple mobile devices to check there aren’t any visual issues before sending.
5. Use automation to increase conversions
Why it’s important:
As you scale your email marketing efforts and your audience segments grow, manually managing it all becomes too time-consuming.
Luckily, email automation makes sending targeted campaigns a breeze!
There’s a reason why automated emails have a 180% greater conversion rate than batch emails.
With email automation, you can set up email marketing sequences for different audience segments – saving time and ensuring every lead receives the right message at the right time.
How to do it:
- Set up abandoned cart emails: Forgetting to send abandoned cart emails is one of the biggest B2C email marketing mistakes you can make. A personalized reminder could be all someone needs to take the final step to purchase!
- Create a post-purchase follow-up sequence: Set up an automated journey for recent customers to thank them for their purchase, ask for reviews, and recommend related products.
- Use ScoreApp’s integrations: Send a survey to collect customer feedback and then connect ScoreApp with your email marketing platform of choice to automate follow-up messages based on results.
6. Send personalized product recommendations
Why it’s important:
Personalized emails have moved far beyond including someone’s name in the subject line. 71% of consumers now expect companies to provide personalized experiences.
Tailoring communications to each individual makes them feel valued and understood, which is why almost 80% of customers say they would make repeat purchases from companies that personalize their marketing.
Personalization can become challenging to manage as your email audience grows. There is a range of tools available – including ScoreApp – to help you provide custom content at scale.
How to do it:
- Use ScoreApp profile quizzes to match customers with the right products for them: People love to learn more about themselves, and you can use the data you collect to put each quiz respondent into the most relevant email marketing segments to their results.
- For example: If you are a nutritionist, you could create a nutrition audit quiz and then send a ‘Your Personalized Meal Plan’ email based on quiz responses.
- Track purchase behavior: Analyze customer data to recommend complementary products based on past purchases. ScoreApp automatically scores every lead to help you predict when they will purchase next so you can email them targeted offers at the right time.
- Test different recommendation formats: Test out different ways of presenting additional products to see which one your audience responds to best. For example: ‘Top Picks for You’ or ‘Customers Like You Loved These’.
7. Leverage social proof and urgency
Why it’s important:
People are much more likely to trust the opinions of other customers than they are marketing claims. That’s why a massive 98% of consumers read reviews before deciding to make a purchase.
Leverage social proof within your email marketing to improve B2C sales. The more your prospects see how your products help people like them, the more likely they are to convert!
Creating urgency can also drive quicker conversions. If you have a limited-time offer or a final number of a certain product available, let your audience know to speed up the decision-making process.
How to do it:
- Showcase real customer testimonials in your emails: With ScoreApp, you can analyze quiz scores to send every potential customer social proof that best matches their situation.
- Highlight limited-time offers: Use action-based language to encourage people to take the next step quickly. Scarcity language like ‘Only a few left’ or ‘Offer ends soon.’ can also be impactful.
- Include user-generated content (UGC): Over 40% of consumers prefer UGC to content created by a company. Feature photos and reviews from happy customers to show your product benefits.
- For example: If you run a personal training business and create a free fitness video mini-course, you could include video testimonials from your existing clients.
8. Run re-engagement campaigns
Why it’s important:
Not every subscriber will stay engaged with your email content. However, you can implement re-engagement campaigns to help bring inactive customers back.
Use ScoreApp’s analytics data to identify when contacts last purchased from you. Then, set up an email marketing sequence to remind them of your business, your products, and why they should purchase from you again!
How to do it:
- Send a ‘We Miss You’ email: Offer lapsed subscribers a special offer or discount to entice them to buy from you again. You can utilize ScoreApp’s in-depth metrics to tailor incentives to people’s behavior and purchasing history.
- Use ScoreApp quizzes to re-engage customers: Interactive quizzes have a conversion rate of 30-50%; making them a perfect method of re-engaging customers!
- For example: ‘Take This Quick Quiz to Unlock Your Exclusive Offer!’
- Give them an easy opt-out: Don’t forget – it’s better to have a smaller engaged list than a large one that doesn’t engage with your emails. Make it easy for people to unsubscribe if they’re no longer interested in your brand.
9. Track and optimize your email performance
Why it’s important:
Finally, your email marketing strategy isn’t perfected once everything is set up.
If you don’t track the data, how can you know what’s working well (and what isn’t)?
To best optimize your current campaigns – and set the direction of future ones – you have to analyze email marketing performance.
How to do it:
- Monitor key metrics: Regularly evaluate your email open rates, click-through rates, unsubscribe rates, and conversion rates so you can tweak your content and improve performance.
- A/B test subject lines, email content, and CTAs: Understand what resonates best with your audience by sending different versions of the same email to different people, with just one change, so you can evaluate performance. Then, roll out the most successful option to your wider segments!
- Use ScoreApp’s analytics: Track how email subscribers engage with your quizzes and lead magnets. ScoreApp’s user-friendly dashboards make this easy! You could also send surveys to collect more information about your audience to refine your marketing strategy and improve your email conversion rates.
How ScoreApp supports email marketing for B2C brands
ScoreApp helps B2C businesses generate high-quality leads and create high-converting email campaigns through:
- Lead capture quizzes – Attract high-value leads with eye-catching and engaging quizzes and automatically segment them based on their results.
- Personalized automation – Set up targeted emails based on customer responses and watch the sales roll in on autopilot.
- Seamless email marketing integrations – Connect ScoreApp’s quiz software with platforms like Mailchimp, Hubspot, and ActiveCampaign to streamline lead generation, nurture relationships, and increase conversions.
- Data-driven insights – Track engagement to the most granular detail to refine strategies and supercharge your ROI.
Turn email marketing into your most profitable sales channel
Effective B2C email marketing is about more than simply sending emails; you need to create engaging, personalized experiences that turn interested leads into loyal customers.
When done correctly, email marketing positions you as the go-to brand in your industry. The right strategies and tools will equip you to build a thriving email list, nurture relationships, and drive consistent sales.
With ScoreApp, maximizing the impact of your email marketing becomes much simpler.
Set up value-packed lead magnets to attract right-fit customers, create clear customer segments, send tailored messaging, and utilize a wealth of data to design email marketing strategies that continuously boost your sales.
Did we mention it’s free to try?
Discover the impact email marketing can have on B2C sales with ScoreApp today.
