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What B2B marketers can learn from these B2C emails

“There is no more B2B or B2C. It’s H2H: human to human.” – Bryan Kramer

So true, Bryan, and it’s something B2B marketers often forget. The unnatural division of business-facing and consumer-facing marketing tactics has (for the most part) become obsolete, yet many still cling to the outdated notion.

The fact of the matter is, whether you’re selling software or designer shoes, the person on the other side is still a real, live person. But many B2B marketers focus too much on the features of their product or service and not enough on connecting with their audience as humans.

So here are a few examples of how B2B marketers can get inspiration from B2C emails and apply the human element to their own strategy.

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With Emma, you're in good company. Meet our Customers.

What franchises should look for in an email service provider

Franchise marketers know that their job comes with a set of unique challenges. So naturally, the tools they use need to be designed with those same challenges in mind. A couple of examples: You have to address the individual needs of multiple locations, yet somehow maintain a cohesive brand image across all of them. You want to empower your franchisees, but at the same time ensure you're providing a consistent experience.

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How GoldieBlox is transforming the pink aisle, one email at a time

When Debbie Sterling, a Stanford-educated engineer, launched a KickStarter campaign in 2012, she had no idea what a phenomenal success it would be.

Her idea? To get young girls interested in STEM (Science, Technology, Engineering, Math) with a construction toy designed just for them. Not only did she meet her funding goal – she doubled it. Now, GoldieBlox can be found on the shelves of over 6,000 retail stores, including Barnes and Noble and Toys “R" Us.

Much of GoldieBlox’s rapid rise can be attributed to its small-but-mighty marketing team, who jumped in with both feet to get the word out about the brand. And there’s no better place to see the fruits of their labor than in the inbox. Their email program is fairly new, but it’s incredibly robust and chock-full of smart strategy.

Want to see their grade-A work for yourself? Here’s a little peek into the GoldieBlox subscriber experience.

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The best holiday email marketing: Stats

For this week’s edition of our holiday marketing series, we gathered the most impactful stats we could find about where, when, and how buyers shopped in 2015.

The verdict? The 2015 holiday season was huge for retailers (with email marketing a major focal point), and this year is set to be even bigger. Scan through the stats and use them to inform your strategy these next few months – when your own big numbers start rolling in, you’ll be happy you did!

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Staffer Q&A with Director of Client Success Cliff Corr

In our series, Staffer Q&A, we sit down with members of our crew, interview-style, to find out the "who" behind Emma, get a sneak peek into new features and integrations they're working on, and, of course, what they do when they're not at work.

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The best holiday email marketing: Email design

For the second installment of this month’s holiday marketing series, we’re honing in on one of my absolute favorite topics… email design.

I’ll happily talk testing, subject lines, and general marketing strategy for days, but let’s be real, it’s way more fun to compile a bunch of beautiful emails. And the holiday season in particular? It's like the Super Bowl of email design. So get your hot wings ready, check out some of our favorite campaigns, and get ready to break out your best and brightest this holiday season.

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Get deeper insights into what’s driving your audience growth

Our new Audience Growth Chart displays your overall list growth over the last 12 months. Located in the Overview tab of the Audience section, the chart gives you a month-by-month glance at your list growth progress, and you can hover your mouse over each month to reveal specific active audience counts.

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Ask Logan: Coding for DPI Scaling in Outlook

Preparing for the worst in email design: Outlook 120 DPI

For those who may not have the 411 on this (as I'm assured youths somewhere still say), Outlook 120 DPI is what happens when Outlook tries to evolve with growing technology – in this case, high pixel density screens.

It's a Windows accessibility setting, and with it enabled, Outlook converts any pixel values that aren't HTML attributes to points and then scales those up. This means your CSS-defined sizes are scaling up while your HTML sizes are staying put, so your lovingly-crafted email designs are scaling up unevenly and breaking.

It's like that awkward and mismatched 6th-grade class photo all over again, with some lucky kids hitting the puberty lottery and looming over the rest of us with their wispy mustaches and cracking voices.

Thankfully, our emails can all hit Outlook 120 DPI puberty together with a few straightforward steps.

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