by Christophe Primault
Published on 7 January 2013
We asked Tamara Gielen, an independent email marketing consultant & coach , a few questions about her passion and trends in email marketing:
I started my career in email marketing as an online media specialist at Cognos, then moved on to eBay.be where I was responsible for the set up and roll-out of their eCRM/email strategy and then joined Ogilvy in 2007 in my first consulting role. A year later I founded my own company and I now work as an independent email marketing consultant with brands from all over the world.
In 2001, when I was working at Cognos, we started sending out emails to invite prospects to attend our events and very soon learned that your messages need to be interesting and relevant to your audience, otherwise you'll just get blocked. I also learned that sending out emails in batches of 500 via Outlook was not the right way to do it So I started reading everything about email marketing I could get my hands on. And ever since then I'm hooked on email marketing as a channel, because it's so powerful and measurable
In 2005 I started my blog ( www.b2bemailmarketing.com) because I felt that I 1) needed a place to archive all the good articles and resources I had found so far and 2) share them with the world. Because of the blog, I got hired by eBay when they where looking for someone to take on the role of eCRM/email marketing manager and started getting invitations to speak at international events.Because I love to help other people and teach them about email marketing and eCRM best practices, I became a consultant.
As in direct marketing, it always comes down to sending the right message to the right person at the right time, so
I don't really see that many differences between B2B and B2C actually - apart from list sizes that are typically much smaller in B2B. As I mentioned before, it all comes down to sending the right message to the right person at the right time, which means you need to have a good understanding of the customer journey, the buying cycle and the people on your list so you can send messages that are relevant and valuable. The tactics to get response are in essence the same in B2C and B2B, only the message and the approach will be different because you're talking to a different type of audience.