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:

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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

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