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EMAIL MARKETING: 'Must try harder'

Three quarters of B2B marketers have increased both the number of email marketing campaigns and the volume of messages in the last 12 months, according to new research by B2B Marketing in association with Newsweaver. Two hundred business-to-business marketing practitioners responded to the survey, which was carried out in May.

The survey highlighted the growing reliance of B2B practitioners on email, with 93 per cent of respondents regarding email as either an 'important' or 'critical' marketing channel. However, whilst 38 per cent regard email as 'critical', understanding of best practice techniques fell short, with only seven per cent of respondents claiming their knowledge of this channel is 'excellent'. It seems the potential of email marketing is not being maximised by many B2B marketers.

Mixed objectives for email marketing
'Driving web traffic' is the most popular objective for email amongst B2B marketers, employed by 75 per cent of respondents, closely followed by 'maintaining customer relationships' (73 per cent).