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:
BtoB study: 2012 Email Marketing – A Legacy Channel Continues to Deliver http://t.co/lUU98f3H
Email Marketing study http://t.co/05OeTxVa #emarketing
B2B E-Mail-Marketing Studie 2012 http://t.co/PF7CyWFA via @btobmagazine