Denise Cox

By Denise Cox, newsletter specialist at Newsweaver

This year's B2B Markteting email survey provides heartening news of the growing use of email within B2B marketing, with both the volume sent and number of email campaigns being implemented on the increase. Whilst there is still room for improvement through the use of targeting and personalisation, it is clear that marketers are striving to maximise the benefits of email through better practice.

B2B marketers view email as one of the more versatile marketing tools. They are using email both on its own, and to a greater extent, as part of integrated campaigns. And it's working: marketers are getting good results from this approach and email is now getting an increased portion of the marketing budget.

Though it's clear that email in B2B is going from strength to strength, marketers need to strive for better segmentation and targeting if they want to achieve the best ROI possible. Targeting through segmentation and personalisation provides for more timely, targeted and relevant emails, which is what will engage readers. However, the survey shows that many B2B marketers are using only the minimum personalisation. The database is what provides the marketer with the ability to personalise and target, and marketers should spend time implementing database profile-building tools and use the analysis from their mailing statistics to build up a better profile of their readers.

The twin issues of 'spam undermining the medium' and 'inbox overload' are indeed a challenge. A wanted and valued email is always welcome in the inbox. This is why it is so important to create campaigns and relationship emails that are coming at the right frequency, with the right information and to the right individuals. These emails will always cut through the clutter and get opened.

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