Lead Generation, Customer Acquisition to Remain Top Email Goals

Email marketing has been around long enough to be considered a legacy digital format. But that doesn’t mean this channel is losing its effectiveness. BtoB marketers, in particular, intend to continue using email in a big way.

The newly released BtoB study, Email Marketing: A Legacy Channel Continues to Deliver, from BtoBOnline, shows that marketers share a couple of top goals when they start an email campaign:

  • Customer acquisition 32%
  • Lead nurturing 27%

One of the biggest challenges marketers face centers on the issue of frequency. Many marketers find themselves asking, how much is too much? Because of this concern, nearly half, 48%, only send out a mailing on a monthly basis. For 19% of marketers, the right interval is weekly. And 16% prefer the biweekly interval. While nearly 40% of companies have an official cap regarding the number of emails they send, Matt Papertsian, research director at marketing consultancy SiriusDecisions, says flexibility is important and points out, “It's important to keep your database warm.”

Another challenge encountered by BtoB operators is the acquisition of a good list of names. To obtain these lists, they use the following approaches:

  • Build databases in-​house 88%
  • List rentals 26%
  • Sponsor another company’s email list 16%
  • Co-​registration 15%

Marketers are also incorporating more technology to target specific groups on their client list when they release an email campaign. Based on client behavior, emails about webinars may be sent to select individuals while others may receive an email encouraging clients to sign up for demos.

Based on the results of this study, it appears that email marketing is here to stay but B2B operators will be tweaking their approach to improve yields and cut costs.

[Source: Hosford, Christopher. Email still marketing workhorse. Btobonline​.com. 12 Mar. 2012. Web. 5 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.