Avinash Kaushik - world leader in web business optimisation
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B2B Email Marketing Research UK
This research reviews the current and future levels of usage of Email marketing in B2B companies and most helpfully identifies some of the main objectives and challenges of B2B Email Marketing.
This Email marketing research sponsored by Email service provider Newsweaver was published in B2B Marketing in July 2007.
Goals of B2B Email marketing
As would be expected, the majority of B2B marketers are using email to communicate with existing customers, to build relationships with their customers or to up sell/cross sell additional products or services.
B2B Email marketing challenges
The survey also highlighted the rise of spam and spam filters as being amongst the biggest challenges facing businesses today. I personally think the report overstates these as challenges. For me, the problems with Email marketers are speak to are around "right touching"
The problems of "right touching" or delivering the most relevant message at the right frequency are also suggested with 17% considering that inbox overload is the biggest challenge and 13% claiming that gaining access to email addresses is the biggest challenge.
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