BtoB study: 2012 Email Marketing – A Legacy Channel Continues to Deliver

In an online survey, held between December and January, the ‘BtoB magazine’ asked 332 b2b marketers questions on topics such as email practices, list acquisition, opt-ins, deliverability, mobile email, triggers and other email marketing related aspects. Some keyfacts include:

  • Permission-Marketing:
    • 28% still send unsolicited emails with no prior opt-in approval
    • 17% that use rented or sponsored lists don’t verify, recipients really opted in
    • Only 13% use double opt-in for list building
      (Find some tips on using doube opt-in here.)
  • Frequency:
    • 48% send non-newsletter emails once a month or less often
    • 19% email their contacts once a week
    • 16% hit the send button once every two weeks
    • 39% have an official frequency cap in place
    • Only 10% offer an online preference center
  • Challenges & opportunities in 2012:
    • 57% have got delivering highly relevant content on their to-do list
    • 42% want to grow their opt-in lists
    • 40% cite, measuring ROI on programs is a current challenge
  • Email marketing goals:
    • 32% see customer acquisition as the most important purpose of their email program
    • Only 17% say, email is primarily for customer retention
      (consistent with this recent study)

For more information visit btobonline.com:

Enjoyed this one? Subscribe for my hand-picked list of the best email marketing tips. Get inspiring ideas from international email experts, every Friday: (archive♞)
Yes, I accept the Privacy Policy
Delivery on Fridays, 5 pm CET. You can always unsubscribe.
It's valuable, I promise. Subscribers rate it >8 out of 10 (!) on average.

3 Responses to BtoB study: 2012 Email Marketing – A Legacy Channel Continues to Deliver

  1. BtoB study: 2012 Email Marketing – A Legacy Channel Continues to Deliver http://t.co/lUU98f3H

  2. B2B E-Mail-Marketing Studie 2012 http://t.co/PF7CyWFA via @btobmagazine

Leave a Reply

All data is optional, you can post anonymously. Your email address will not be published. By submitting a comment you agree that your IP address will be spam-checked by Askimet in the USA.