New York—Email is particularly favored for its ability to acquire customers and nurture prospects, but there are widely divergent approaches to email frequencies and opt-in best practices, according to a new study from BtoB.
According to BtoB's ”Email Marketing: A Legacy Channel Continues to Deliver,” 32% of respondents cited customer acquisition as their primary email goal, followed by lead nurturing (27%) and customer retention (17%).
But the survey found 48% worry about alienating contacts with too much volume, and 39% have an official frequency cap. In building email lists, 28% of marketers send out unsolicited emails with no prior opt-in approval, and 17% who use rented or sponsored lists said they “trust my list provider” to ensure that the recipients have opted in.
BtoB's survey polled 332 b2b marketers online in December and January. It and other studies are available at BtoB's online Intelligence Center.