E-Mail Marketing is Still a Powerful B-to-B Tool

October 19, 2011

E-Mail Marketing is Still a Powerful B-to-B Tool By Bob Sullivan What is the state of B2B e-mail marketing currently? According to BtoB Research Reports, B-to-B State of E-Mail Marketing: Best Practices , E-Mail Marketing is a crucial tool that no B2B marketer should ignore. Read some excerpts below and check out how to gain the full report. On relevant content Relevance has always been an important facet of e-mail marketing, and it continues to be a top priority for e-mail marketers, as our study bears out. More than half (56%) of respondents, who were asked which broad challenges and opportunities face the b-to-b world over the next 12 months, said delivering highly relevant content was on their to-do list in 2011. Of course, it's easy to say that you want to deliver relevant content. What's much harder is actually doing so. Companies can make sure their content is relevant by tracking their e-mail programs, which is one reason that measuring ROI on programs took the second spot on this question, with 44% of respondents citing that answer. Deliverability, which was cited by 34% of respondents came in third. Continue Reading

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