According to BtoB's “B-to-B State of E-mail Marketing: Best Practices," which polled 414 marketers online in December, 56% said their biggest challenge and opportunity over the next 12 months is to deliver highly relevant content. Forty-three percent said customer acquisition is their main goal.
The study also found that b-to-b marketers, unlike their b-to-c counterparts, send a relatively small number of e-mails per month. Most (79%) respondents said they send fewer than 500,000 e-mails a month, while another 9% send between 500,000 and 1 million. Some marketers are looking to decrease the number of e-mails they send by culling lists and doing highly specific targeting based on analytics, according to the study. The 'B-to-B State of E-mail Marketing: Best Practices” report, which includes dozens of data charts and in-depth analysis, is available for paid download at www.btobonline.com/intelligencecenter_email.