Email Marketing Still Best Choice

March 14, 2012 by
Filed under: Email Lists 

As for its effectiveness marketers prefer emails in acquiring customers and nurturing prospects, these approaches are completely different and include frequency as well as opt-in best practices—or lack of when acquiring new customers.

A new BtoB study based on an online survey of 332 b2b marketers in December and January. It found that customer acquisition, cited by 32% of respondents, and lead nurturing (27%) are the two primary goals of email programs.

The survey found marketers approach the frequency of their email blasts in different ways. Many marketers worry about mailing to their customer base too often.

Email is still the best marketing choice, but just like with direct mail it’s about quality versus quantity.

When you have new products coming out, but I’m not going to spam people with ineffective emails.Marketers feel they face significant challenges in growing opt-in contact lists. The survey revealed that opt-in practices are far from ideal and may sometimes threaten the viability of entire campaigns.

More than half of all marketers said they build their email lists with opt-ins, many send out unsolicited emails with no prior opt-in approval at all, and the few who use rented or sponsored lists said they thier that the recipients have opted in.

Such customer behaviors as registering for a webinar or downloading a white paper are the most common actions that prompt an automatic follow-up email.

Auto response when customers purchase an item or service from you linked to whatever is going on with our site,” said Rachel Rodenborg, marketing manager at Insite Software. “If someone searches for us or our products and winds up on one of our landing pages, we’ll generate an automated response.”


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