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B2B Email Marketing Top 10 Benchmarking Results

March 24, 2008

Benchmark Guide(Summarized from MarketingSherpa‘s Email Benchmarking Guide – 2008)

Powerful information in easy to understand bullet points regarding the best practices of B2B Email Marketing

“Inbox Overload” is the Number one concern on the minds of email marketers, far exceeding concern over delivery and tracking issues

Choosing a great subject line and repeatedly having content of interest to your mailing list are the number one ways to get your Email Newsletters and Promotions read consistently

What’s the best time to deliver emails?

Delivery Day does matter, particularly when you are targeting the B2B market.

Best practices for what is in an email blast or newsletter

Make it easy for people who open your email to respond to you. The best offer several ways to contact you so you can match the customer’s preferences at the time they open your email.

Over 85% of companies tested the subject lines of their emails

If you have not been testing your Email Newsletter “subjects”, you are missing a vital tool to improving open rates.

Investment in TESTING (subjects, layouts, calls to action, etc.) will almost always result in enough learning to easily pay for itself in email campaigning

Most companies spend all their investment in growing the list when TESTING is probably a more effective way to improve Return on Investment from an email marketing campaign.

What is the “Best Business Newsletter” content? (no surprise here, customers want information of interest to them) – Scores on a 4.0 scale

The high scores for “how-to, case studies, and Top Tens” show that successful email newsletters provide valuable information for the customers, not information on your company, products, or services.

57% of B2B emailers are still collecting customer address, fax number, etc when contact data is obtained.

Unless you can connect the information you collect to a tangible benefit for your customer, you should probably not ask for it (note the emphasis on “customer” value)

For B2B marketers, the best ways to get high quality email opt-ins were:

Two surprises were that in B2C, contests worked great to grow the list, but newsletter signups were not effective. People don’t think most B2C companies provide them value in their email marketing campaigns.

How often is “too frequently” to send emails?

Sending email newsletters or promotions requires “careful thought” to get the frequency right. Put yourself in the customer’s shoes and ask whether you are sending them at the right frequency.

20% is about the average “open rate” for both sales blasts and newsletters

This data shows that we really have to work hard on our subject lines and content to make newsletters and blasts of value to our customers.

If you still need help with your B2B Email Marketing campaign just drop us a line or give us a call (866) 732-2271, we would be happy to talk through your needs.

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