'BtoB' study analyzes e-mail marketing

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New York—E-mail marketers' main goal this year is to deliver information that speaks personally and compellingly to recipients, according to a new study from BtoB.

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

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