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Tuesday, June 07, 2005

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B2B and B2C email marketing. Survey shows different uses, same challenges

A survey by UK digital marketing agency Adestra highlights that B2B and B2C marketers recognise that they can improve their existing email marketing efforts. Both B2B and B2C participants wanted to learn more about deliverability and SPAM and recognised that their management of their email contact databases could be improved. Interestingly, they use email marketing in different ways yet both intend to increase their use of email marketing in 2006. Adestra have conducted a detailed survey of 65 UK based marketers to investigate what they believe are the main challenges facing them within their email marketing. Both B2B and B2C companies participated including companies such as Ford Motor Company, Coors Brewers, Prudential, Investec Asset Management, RAC, Future Publishing Ltd, Cotton Traders and Reed Business Information. Main Findings:

• 34% of B2B and 29% of B2C marketers in the sample agree that the growing, cleaning and management of their email contact database is the aspect of their email marketing program that they could improve most
• When considering what ‘hot topics’ marketers wanted to learn more about to improve their email marketing, both B2B and B2C marketers voted for the same aspects:
  • Deliverability: ensuring messages get to inboxes
  • Message design: optimised design and lay-out of messages
  • The future for email: new emerging technologies within email marketing e.g. rich media
• B2B marketers want to learn more about best practice lead generation email programs whereas B2C marketers prefer to discover more about eZine newsletters.
• 4 out of 5 respondents in the sample plan to use email marketing more in 2006.

Reviewing the survey results, Paul Crabtree Marketing Director of Adestra, commented: “Interestingly, both B2B and B2C marketers are facing similar challenges despite using email marketing in different ways. They want to learn more about issues such as deliverability and spam and most recognise that there are faults within their existing programs, especially in the way they manage their email contact database” He continued “With 80% of the UK marketers in the sample planning to use email marketing more in 2006, and the willingness of the sample to accept that there are numerous ways in which they could improve their email marketing program, I urge marketers to consider working with email marketing specialists such as Adestra to use their expertise when developing their email programs” Source: Adestra

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