How the role of Email Marketing is changing

by Stephanie Weber

in Email campaigns,Email Marketing

Do you use email marketing campaigns in your business for lead generation purposes?

If so, do you have a definite planned out email campaign, or is it a lot more sporadic and random in how you use it?

Many small business owners do use an auto responder of some kind to manage their emails. Whether this be a free one such as Mail Chimp, or a paid for tool such as Aweber.

However, once the business owner has the tool, they very rarely know how to use it properly to construct sequences. Instead, it gets used for the monthly newsletter and perhaps a few broadcast emails during the month to either promote the said newsletter, or to email out to the list the latest special offer.

This is backed up by a recent survey by Pardot, in which it was found that nearly 70% of B2B companies are not using email marketing as their primary lead generation tool.

Pardot conducted an online survey in June 2012 to determine the role of email in B2B marketing strategies. It found that will it is still a prominent marketing tool, it is mainly used today as a nurturing platform to develop relationships with prospects, rather than for acquiring leads.

In terms of usage, it found that a majority of B2B companies (65%) allocate less than 25% of their budgets to email marketing, while only 9% are devoting more than 50% of their budgets to email efforts.

“Instead of using email, most marketers are using a variety of other lead generation tactics to get that initial prospect information into their systems,” explains Adam Blitzer, co-founder and COO of Pardot. “Email marketing is then used to move new leads through the sales process or to re-engage dormant leads.”

Nowadays there is more emphasis on communicating through a variety of media channels, which includes email, landing pages, forms, social media, paid search ads and press releases in order to generate leads.

It requires lots of trial and error and testing of these channels in order find out which works best for your business and target audience. It should not just be a case of banging out the email and not tracking the open rates.

Marketers report the following trends:

  • 44% of respondents agree that sending emails on Tuesday results in better open rates.
  • 53% have had the most success sending emails between 8am and 12pm.
  • 53% say that Friday is the worst day for email open rates.
  • The most effective offer to include in an email is an invitation to a webinar.
  • White papers are the second-most effective when it comes to generating responses, followed by case studies.
  •  Less-popular content includes freebies, discounted services, limited time offers, and personal, text-based emails.

This proves that there is a lot more to email marketing than many business owners understand. Just like websites, it is often sold as a money making tool that will pay and look after itself after you have implemented it. But this is just not true.

Just like a car needs to be cleaned, regularly serviced and have petrol in it in order for you to drive from A to B, so your online marketing tools also need the same attention and focus if they are to attract new clients to your business.

If you would like to find out how to make your email marketing strategy start working for your business, call us on 0203 286 0230 for a free 15 minute consultation which we guarantee you will leave with 3 tips you can implement straight away in your business.


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