Email marketing is considered the workhorse of b-to-b marketing. Social media marketing may be all the rage, and video and mobile are coming on strong in vying for marketers’ attention. But email remains the bedrock of customer communications, transactional messages, and lead generation, despite being virtually a legacy channel.
The reason for this tenacious persistence is that email is extremely inexpensive and very effective. Compared to search marketing the cost per impression (CPM) of email marketing is very low. Email is also highly synergistic with the new digital entrants –social and mobile.
But how are b-to-b marketers using e-mail? As prospects are increasingly bombarded by e-mails, have marketers changed their tactics in order to break through? Email Marketing: A Legacy Channel Continues to Deliver takes a hard look at these questions along with the key performance metrics, budgets, and industry trends. The report also looks at how e-mail is increasingly being integrated with social media platforms, a trend that no b2b marketer should ignore.
Email Marketing: A Legacy Channel Continues to Deliver answers these and other questions:
- What is the best way to deliver highly relevant content?
- How are marketers measuring the ROI of email marketing programs?
- Where will email fit in in the burgeoning world of social media?
- When to use email for customer acquisition and retention?
- Why will email marketing remain essential for btob marketing for the foreseeable future?
E-mail Marketing at a Glance
Here is one example of the 26 charts and graphs that tells the e-mail marketer exactly where to prioritize. In an age of metric-overload, Email Marketing: A Legacy Channel Continues to Deliver underscores which measurements are important and why. You will find the benchmarks for all the key metrics from click-through to conversion rate.
Excerpts from “Email Marketing: A Legacy Channel Continues to Deliver”
On relevant content
Relevance has always been an important facet of e-mail marketing, and it continues to be a top priority for e-mail marketers, as our study bears out. More than half (57%) of respondents, who were asked which broad challenges and opportunities face the b-to-b world over the next 12 months, said delivering highly relevant content was on their to-do list in 2012. Growing opt-in lists, which was cited by 42% of respondents came in second. Of course, it's easy to say that you want to deliver relevant content and grow opt-in lists. What's much harder is actually doing so. Companies can make sure of success by tracking their e-mail programs, which is one reason that measuring ROI on programs took the third spot on this question, with 40% of respondents citing that answer.
On tactical goals
One surprise, according to experts, is the focus on customer acquisition rather than customer retention or even brand awareness. Typically, b-to-b companies have smaller, more relevant lists that are used for nurturing. However, close to one-third (32%) of survey respondents said the most important purpose of their e-mail marketing program was customer acquisition – not customer retention, which garnered a mere 17% of responses.