Recently a significant group of major business-to-business marketers were surveyed about their views on business email marketing.
BUSINESS EMAIL OPPORTUNITIES
For the coming year what are the main opportunities – challenges facing b-to-b email marketers? 31% want to expand their usage of opt-in business email lists.
BUSINESS EMAIL FOCUS OBJECTIVES
Surprisingly almost half the of the B2B respondents said new customer is the focus for their 2011 email marketing programs. Customer retention is usually the main focus, but some analysts think companies are trying to make up for all the customers lost during the recession.
BUSINESS EMAIL BUDGETING
Almost half of the B2b survey respondents plan to increase their business email budget in 2011, while 51% said their budgets will not change … no decrease in email spending.
MOST COMMON FORM OF BUSINESS EMAIL LISTS
Overwhelmingly B-to-B marketers are using single opt-in email lists over double opt-in. Some reasons is that with double opt-in email lists … their message is more likely to get lost or caught in SPAM filters. On the other hand 25% of respondents use unsolicited email list route. Some say in the age of Twitter and LinkedIn that business execs connect without previous contact. Though we do NOT recommend unsolicited email … especially when considering single opt-in email lists are available.
BUSINESS EMAIL LIST METRICS
Open rates are mainly influenced by quality of email list and subject heading, while the “Click-Through” rate is greatly influenced by the email content / offer. And the type of email campaign also dictates which email metrics are most important since some business email lists can generate a strong click-through rate but a weak back-end (customer conversion) rate … partly due to weak email list qualification.
TYPICAL CLICK TO OPEN RATE
Majority of respondents have rates between 10 and 22 percent … while 14% were above 22% and 11% below 10%.