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'BtoB': Email marketing strong, but best practices sometimes lag

Published on .

New York—Email is particularly favored for its ability to acquire customers and nurture prospects, but there are widely divergent approaches to email frequencies and opt-in best practices, according to a new study from BtoB. According to BtoB's ”Email Marketing: A Legacy Channel Continues to Deliver,” 32% of respondents cited customer acquisition as their primary email goal, followed by lead nurturing (27%) and customer retention (17%). But the survey found 48% worry about alienating contacts with too much volume, and 39% have an official frequency cap. In building email lists, 28% of marketers send out unsolicited emails with no prior opt-in approval, and 17% who use rented or sponsored lists said they “trust my list provider” to ensure that the recipients have opted in. BtoB's survey polled 332 b-to-b marketers online in December and January. It and other studies are available at BtoB's online Intelligence Center.
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