Email plays a huge role in marketing to customers and prospects, yet the efficacy of email marketing is all too often vastly underrated by marketers, especially those in the B2B space. While there’s plenty of focus on content marketing and social media and all the bright, shiny new toys, and there is no shortage of cries that “email marketing is dead.” But really? That couldn’t be further from the truth. Email marketing is more effective than ever and it’s still the absolute best way for B2B marketers to reach their customers and prospective customers. Doubt me on that? Here’s some data to back that up:
- 74% of consumers prefer to receive commercial (business) communications via email. (Merkle)
- 91% of consumers check their email daily (well of course they do!) (ExactTarget)
- 66% of consumers have a made a purchase online as a result of an email marketing message they received. (Direct Marketing Association)
- Email marketing has an ROI of 4,300% (Direct Marketing Association)
