In today’s “do more with less” industrial marketing environment, email marketing continues to be a productive marketing tool despite all the reports about its declining effectiveness. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing.
The old email marketing strategy of batch and blast or spray and pray is no longer effective. However, there’s no denying the low cost of email marketing. Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels.
Today, it has matured to the point where marketers can deliver highly focused email campaigns to the right audience at the right time and in the preferred format.
Savvy B2B email marketers are being very creative in order to rise above the noise, get their lists to open their emails and take a desired action. They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior.