Rather, in today's marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports.
In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts:
Below, other findings from Pardot.
Campaign Testing Practices
Successful email campaigns often require trial and error, and many B2B marketers rely on various testing techniques to improve their campaigns:
- 58% test to see what type of content results in the best click-through-rates.
- 57% test for a correlation between subject lines and open rates.
- 46% test to see how the time of day effects open rates.
Regarding which days of the week and times of the day perform best, marketers report the following trends:
- 44% say sending emails on Tuesday results in better open rates.
- 53% say Friday is the worst day for email open rates.
- 53% have had the most success sending emails between 8 am and 12 pm.
Relevant offers are crucial to successful campaigns. Among B2B marketers, the most effective offer is an invitation to a webinar, followed by whitepapers and case studies.
Content types such as freebies, discounted services, limited time offers, and personal, text-based emails are less popular among those surveyed.
Feature Usage Trends
Among B2B marketers, email is being used primarily for drip nurturing:
- 61% are using email for drip nurturing and among them 65% are using targeted messaging (changing which emails are sent based on how a prospect responds).
- 51% are using behavioral segmentation.
- 43% use cross-platform testing.
Though testing to improve response rates is popular, fewer marketers are conducting deliverability testing: Only 33% are doing SPAM analysis prior to email deployment, and only 25% of marketers test emails for accurate mobile rendering.
The Future of Email
B2B marketers are mixed on the future of email. Among those surveyed, 50% say email marketing will be less relevant in five years; however, nearly the same proportion (47%) say email will still be relevant.
About the data: Findings are based on a survey of 100 B2B marketers in the US, conducted in June 2012 by Pardot, a cloud marketing automation software provider.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Seven Crucial Marketing Automation Workflows You Need for Building Campaigns
- 10 Email Marketing Do's and Don'ts for Campaign Success [Infographic]
- Five Steps for Leading Email Marketing Through Change and Crisis
- How COVID-19 Affected Email Benchmarks in 19 Industries in Spring 2020
- COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon