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.
survey polled 332 b-to-b marketers online in December and January. It and other studies are available at BtoB
online Intelligence Center.