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BtoB study: Email marketing matures, driven by content, mobile

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New York—Email marketing, while virtually a legacy channel, continues to adapt—slowly—to content and mobile marketing, according to a new study by BtoB. 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 b-to-b 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.
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