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Posted by Kenneth Connolly on 15-Feb-2013 14:20:00

With phrases like ‘Social Media’, ‘Tweeting’ and ‘Trending’ now an established part of our everyday vocabulary, is email heading the way of the Dodo? The simple answer is no; it’s still a very valuable tool in every marketer’s arsenal… but only if it’s done right.

A recent Benchmarking Report from B2B Marketing in association with Circle Research states that 70% of B2B marketers still regard email as either ‘critical’ or ‘very important’… and rightly so.

Granted, the days of email being a standalone tool and a go-to move when trying to reach your prospects are long gone, but as part of an integrated marketing campaign, email is still worth its weight in gold.

Why? Because of its low operational costs compared to Direct Mail; its ability to capture priceless data; its highly personalized approach and its excellent behavioural tracking capabilities.

So, with all these great benefits, should you just start firing out sub-standard emails to everyone on your mailing list and hope that something ‘sticks’?  We wouldn’t advise that approach, no.

If anything, now is the time to start putting more effort into our emails and fine tuning them in order to raise above the ‘white noise’ of spam emails which litter people’s inboxes every day.

A statistic which perfectly illustrates the innovation which is needed when email marketing these days is: ‘According to a recent MarketingSherpa report, only 33% of B2B marketers are designing emails for smartphones, and yet B2B marketers reportedly said that 13% of their target audience reads email on a mobile device’. So this tells us that there are a ton of emails being deleted every single day because they don’t display properly on a mobile device. And we all know what deleted emails mean… a missed opportunity to generate/nurture a lead.

So, in a B2B world where prospects require multiple points of contact before they become sales-ready, email may no longer be ‘King of the Hill’. But, when it’s part of a well-organized and integrated campaign it can still pack a mighty wallop.

Topics: B2B Lead Generation, B2B tips, b2b sales leads, B2B email marketing