The average corporate recipient sifts through 105 emails a day, according to IBM’s Email Deliverability Report. A study published by the Nielsen-Norman Group reveals that email users typically spend about 51 seconds reading a single newsletter. This means emails already take up 1.5 hours from the daily schedules of contacts like decision-makers in your managers business list.
Knowing that such a workload faces your contacts, what reasons would you give them to open, read, and respond to your emails?
The best answer would be distributing relevant and timely content. But, as you may fully be aware of, content doesn’t grow on trees. It takes a great deal of time and effort to think of and produce useful content. Content development is such a daunting challenge for every B2B marketer that this activity is usually delegated to someone else. However, for those who can’t find “someone else” to produce content for them on a regular basis, they have to rely on their own creativity which waxes and wanes unpredictably.