A B2B guide to email marketing

A B2B guide to email marketing

by Richard Broughton – 1st March 2011

It works

Businesses engage in email marketing because it works. And works well. If our nifty little video didn’t convince you….here are the numbers…

According to research conducted by the Direct Marketing Association, email marketing generated an ROI of £26.00 for every pound spent on it in 2009. As such, it outperforms all the other direct marketing channels examined.

In Datran Media’s 2010 Annual Marketing & Media Survey, 39.4% of industry executives said the advertising channel that performed strongest for them was email.

The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March last year revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO.

A December 2010 survey of hundreds of marketers by Marketing Sherpa saw pay-per-click search ads rank top for ROI, followed by email marketing to house lists in second place.

A Q2 2009 survey of over 5,000 senior US executives revealed that email marketing was the channel most likely to see an increase in marketing budget.

46% of small businesses surveyed in 2009 by Hurwitz & Associates use email marketing, with another 36% planning to do so in the coming year.
Seven out of ten UK marketers surveyed by the DMA in 2009 expected expenditure on email marketing to increase over the next 12 months.

Veronis Suhler Stevenson’s annual Communications Industry Forecast suggested total spend for email will grow from $11.9 billion in 2008 to $27.8 billion by 2013.

A 2009 survey of B2B marketers by MarketingProfs and Forrester Research found that 39% planned to increase email budgets, while 11% planned a decrease.

The CMO Council’s latest Marketing Outlook Report reviewed the plans and opinions of 650 marketers. Email marketing was the top target area for investment.

A survey of B2B marketers in November last year noted that 68.3% intended increasing spending on email marketing this year.
The DMA estimated spending on email marketing (in the USA) increased from $600 million in 2008 to $700 million in 2009.