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Breaking through email clutter is a top priority for B2B email marketers: 66% say they are working to improve the relevancy of the content they deliver in email marketing programs, according to a report by BtoB Online titled B-to-B State of E-mail Marketing Best Practices.

List hygiene (42%) and email personalization (42%) are the next-most-cited improvement areas among surveyed B2B email marketers; just 21% cite integrating email with social networking.

Roughly one-third of B2B email marketers are working to improve list segmentation practices (36%) and event-triggered auto-responder emails (31%).

Below, other findings from the B2B State of E-mail Marketing Report.

Top Challenge in 2011: Relevant Email Content

Asked which broad challenges and opportunities face the B2B world over the next 12 months, 56% of B2B email marketers cite delivering highly relevant content.

Measuring the ROI of email programs (44%) and email deliverability (34%) follow in importance.

Customer Acquisition Trumping Customer Retention

More than two in five (43%) B2B email marketers say the most important purpose of their email programing is customer acquisition, compared with 28% who cite customer retention. That's likely a result of consumer churn associated with the economic recession, the report notes.

Looking for solid, substantiated information about email from the industry's best resources? The 67-page Email Marketing Factbook featuring 39 charts tells you about email usage, what captures users' attention, and how organizations are using email to reach customers. This email factbook consists of chapters 1 & 2 from the larger Digital Marketing Factbook a 144-page compilation of data and 110 charts that also covers search engine marketing and social media.

Other key findings among surveyed B2B email marketers:

  • Metrics: Click-through rates (27%), offer-conversion rates (21%), and open rates (15%) are the most important email marketing metrics.
  • Budgets: 51% say email budgets are remaining the same in 2011 and 45% say budgets are increasing; only 4% say budgets are falling in 2011.

About the report: Findings are based on a survey of 414 B2B email marketers, Dec 8-14, 2010.

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