Marketing workhorse

摘要

Marketers favor email, the workhorse among b-to-b tactics, for its effectiveness in acquiring customers and nurturing prospects, but there are widely divergent approaches to using it. These include frequency as well as opt-in best practices-or lack thereof-when assembling contact lists. Those are some of the findings of "Email Marketing: A Legacy Channel Continues to Deliver," a new BtoB study based on an online survey of 332 b-to-b marketers in December and January. It found that customer acquisition, cited by 32% of respondents, and lead nurturing (27%) are the two primary goals of email programs. The survey found marketers approach the frequency of their email blasts in different ways. Almost half (48%) worry about alienating contacts with too much volume and send out non-e-newsletter emails once a month or even less often. By contrast, 19% email their contacts once a week, and 16% hit the send button once every two weeks.