TPG believes in email marketing, but you need to be sensitive to the method your consumer will receive and read that content within. You need to know how much of your audience is reviewing data via mobile marketing channels, and adjust the imagery, and content, to be effective within that channel. Email marketing is highly effective if done right, and there is a real opportunity for significantly higher conversions when done right than many other marketing campaigns. After all, in the scheme of things conversions, or activations, are the critical criteria for success not just eyeballs, or page views.
B2B study: Email marketing matures, driven by content, mobile
According to “Email Marketing: An Established Channel Evolves,” content that inspires registration is the most common trigger for an email campaign: 63% of respondents reported that event and trade show registrations provide leads for email marketing campaigns, with 62% saying that form registration for webinars and white papers also trigger an email. No other customer activity—requests for demos (36%), website behavior (32%) or call center interaction (17%)—came close.
However, use of triggered email remains relatively rare. Only a little more than a quarter of marketers reported that their companies use automation platforms to deploy email this way.
Despite the proliferation of mobile devices, mobile email is also taking a while to enter the mainstream. Only slightly more than a quarter of marketers said they are developing a mobile strategy as part of their email-marketing program, requiring adaptations to both content and email design.
“Both content and mobile marketing are increasingly important, central tactics in the marketing toolbox overall, but b2b marketers to date are lagging somewhat in adjusting their email campaigns accordingly,” the report said. “Competitive advantages can accrue to those marketers who develop skills in these areas in advance of their wider acceptance.”
Among other findings, 84% of respondents favored homegrown email lists to those they acquire through vendors.
For email budgets, the biggest change from last year was in the budget boost among relatively big email spenders. The percentage of marketers spending $150,000 to $250,000 annually rose from 6% to 8% year over year.
BtoB’s “Email Marketing: An Established Channel Evolves” can be downloaded at the online BtoB Intelligence Center. The report—at 51 pages with more than 45 charts and analyses by BtoB’s researchers and reporters—is priced at $149.
– See more at: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130513/EMAIL13/305139905/btob-study-email-marketing-matures-driven-by-content-mobile#sthash.DLkHOXCh.dpuf