Thomsonlocal – Keeping B2B email marketing content ‘fresh’ – Business Strata – Business News
Email may well be the oldest channel in most companies’ digital marketing arsenal, but there is a mountain of evidence to suggest that it still boasts plenty of growth potential, so long as a few golden rules are acknowledged. Arguably atop the list is the importance of keeping B2B email content targeted, relevant and ‘fresh’. But the latest research has shone a sobering light on the fact that too many marketers are overlooking the basics.
A recent Forrester report revealed that while 71 per cent of B2B firms use email to reach new customers, 33 per cent are struggling to keep on top of their business email lists. Companies failing to invest in the services of a data list provider were found to be neglecting the crucial task of keeping their contact book clean, with only 22 per cent deleting non-responsive email addresses. And as experienced marketers will be aware, the key to any successful campaign is being equipped with useful data from the start.
Paul Cross, Head of Retail for thomsonlocal.com, explains: “A ‘quality’ email campaign will always start with the quality of the email data being used. Targeted, accurate data will mean that your campaign will reach your intended audience and allow you to include personalised elements in the campaign creative. A personalised email campaign should elicit higher response rates as they talk directly to the email recipient and are more engaging.”
According to the Forrester research, 65 per cent of B2B email marketing practitioners are working with a flat or increased budget in 2011 compared with last year’s finance. Furthermore, 43 per cent expect their email campaigns to become more effective over the next few years. But as more firms wake up to the advantages of electronic communication and spam filters become increasingly sophisticated, there is growing emphasis on this term ‘quality’.
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