Email is set to get more collaborative
Thursday 29th Dec 2011
Email marketing is still one of the most important channels for B2B strategies, but many organisations are failing to take full advantage of what business email has to offer.
According to Emailvision, a software as a service specialist, 89.2 per cent of marketing professionals see email as at least as important as it was two years ago – with many stating that email has become more important.
However, many believe that the untapped client data – such as that offered by high-quality business lists – could further improve the return-on-investment potential of email strategies.
In fact, reliable data seems to be the cornerstone of solid email marketing, with 97 per cent of those surveyed saying that well-targeted messages have the best response rates.
Tim Watson, an email marketing specialist and board member with the Direct Marketing Association, said: “Emailvision’s research shows that most online marketing managers are not using the full range of available data to maximize the effectiveness of their messages.”
Spending on email marketing is expected to expand by the end of the year, with eMarketer predicting overall ad spend to rise by 1.8 per cent.
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