B2B marketers accelerate use of email marketing.

Recently we conducted a survey with B2B Marketing magazine and found that UK businesses are increasing their use of email to engage with both customers and prospects. Over three quarters (78%) of UK B2B marketers consider email to be either a "critical" or "very important" part of their marketing mix. And, of the 175 B2B marketers who completed the survey, 68% believe that the versatility of email is on the increase and are integrating email more into the overall marketing mix.

Over 70% of B2B marketers said that the number of email campaigns and the volume of email they send has increased in the last year. Clearly this shows that marketers are growing in confidence in their use of email. But as they increase the number of campaigns and the volume of email they are sending, companies must strike the right balance and strive to send only timely, targeted and relevant emails.

Interestingly, the results of the survey also highlighted that most B2B marketers are only using the minimum personalisation in their email marketing. Less then a quarter (22%) use more than just name to personalise their email and as few as 16% are using dynamic content. Segmentation and personalisation allows for more targeted and relevant emails, which are key for B2B marketers to engage readers and achieve the best ROI possible from their email marketing. There is clearly a lot of room for improvement through to get the maximum benefits from email marketing.

According to the survey, the biggest challenges facing email marketing are "Inbox overload" and "Spam undermining the medium". A wanted and valued email is always welcome in the inbox. This is why it is so important for marketers to create campaigns and relationship emails that are coming at the right frequency, with the right information and to the right individuals. These types of emails will always cut through the clutter and get opened.

For more information visit www.newsweaver.co.uk/press_b2bsurvey.php

Denise Cox
Newsletter Specialist
Newsweaver