An insightful UK-based study collaboratively conducted by B2B Marketing and Circle Research shows current trends and benchmarks for email marketing in the B2B setting. The report highlights several key findings, most notable of which is the ranking of specific areas in a typical B2B email campaign according to priority given by study participants. These trends can be very helpful in your own campaign, especially if you’re working with a UK business list or similar contact databases.
The 2012 Email Marketing Benchmarking Report compiles results from a survey of 250 client-side B2B marketers, sharing their email best practices and strategies as well as future plans for the medium. The study finds that email is still a dominant item on the marketing agenda, citing that more than half (53%) of the respondents intend to increase email marketing spend in the future. Furthermore, participants rank a number of email campaign components that they attribute to their email marketing success.
Without further ado [drum-roll please], here are the five most important email areas to consider according to marketers working with a UK business list:
1. Subject Matter.
About 55% of the respondents in the above-mentioned study ranked “appropriate subject matter” as the top priority in their respective campaigns. This is further evidence of the increasing importance of timely and relevant content in determining the success of today’s campaigns not only for emails but for other channels as well.
2. Subject Lines.
The benchmark report notes that 4 out of 10 respondents (40%) placed “strong” subject lines as a top consideration in their email marketing campaigns. In an era where 70% of messages in an average inbox are either social media notifications or marketing-related material, subject lines are key components to ensure visibility and deliverability.
Approximately 39% of survey respondents say “database relevance” is a major focus for achieving email marketing success. With the clear need for and benefits of lead nurturing in the B2B world, email campaigns have to be tailored to meet specific requirements and preferences of different audiences. A huge amount and diversity of customer and prospect data are being collected which can be used to profile them more adaptively and segment lists accordingly.
4. List Quality.
Closely trailing behind “database relevance,” list quality received an approval rating of 38% as an influential factor in email marketing. Clean and updated UK contact lists are what a significant portion of email marketers take into account in their strategies. In a high-precision and high-velocity campaign, clean lists make all the difference in the world for successful results.
5. Copy/Message Quality.
Thirty-four percent of the study participants pay close attention to “copywriting quality” when working with active UK email lists. It appears that still a significant block of marketers believe in demonstrating professionalism in their email messages through striving toward maintaining flawless copies and readability. These are, after all, very important in building credibility and reputation as a trusted sender.
The study also mentions other email priorities set by the respondents such as personalization, frequency, and scheduling. But the above five form the core of what email marketers care about, per research findings. Now that you know where to focus your attention the most, it’s time to put these ideas into action.