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Email Produces ROI for Just Half of B2B Marketers: Study

5/5/15
 
By Ken Magill
 
Business-to-business email marketing apparently still has a long way to go.
 
Email marketing produces return on investment for just half of B2B marketers, according to a survey recently released by Salesforce.
 
According to the 2015 State of B2B Marketing survey, just 20 percent of B2B marketers said email produces significant ROI while 30 percent said email produces some ROI.
 
This on a channel that the Direct Marketing Association estimated in 2011 was bringing in $40.56 for every dollar spent on it.
 
Twenty percent of B2B marketers surveyed said email “will eventually” produce ROI, according to Salesforce.
 
Also, 21 percent said email indirectly produces ROI, 3 percent said email is not likely to produce ROI and 5 percent said they were unsure whether or not email produces ROI.
 
It would seem a lot of people are not giving email the proper attribution for the sales it drives.
 
Not surprisingly, B2B marketers’ email volumes are smaller than their consumer-marketer counterparts’.
 
According to Salesforce, 32 percent of respondents said their annual email send volume was less than 100,000.
 
For comparison, The Magill Report sends more than 100,000 emails per year to its just under 1,700 subscribers.
 
Also according to the survey, most B2B marketers put their energy into email marketing initiatives that are rated comparatively weak in effectiveness, while the fewest B2B marketers put their energy into email marketing programs that are rated highest in terms of effectiveness.
 
The most popular use for B2B-marketing email is the newsletter, according to Salesforce.
 
Sixty two percent of respondents said they publish email newsletters and 64 percent of those who publish email newsletters said they are very effective, according to Salesforce.
 
Interestingly, the type of email rated most effective by the B2B marketers who use it is the birthday email.
 
Birthday emails are deployed by 20 percent of B2B marketers and of those who use them, 76 percent rated them very effective.
 
Moble opt-ins are also little used but highly rated, according to the Salesforce study.
 
Twenty two percent of the B2B marketers surveyed said they use mobile opt-ins and 76 percent of those who use them rated them very effective, according to Salesforce.
 
Also, 20 percent of B2B marketers deploy abandoned-cart messages but 71 percent of those who use them rated them highly effective.
 
Twenty one percent deploy anniversary emails and 72 percent rated them very effective, according to Salesforce.
 
Twenty two percent of B2B marketers deploy browse-retargeting emails and 70 percent of those who deploy them rated them very effective, according to Salesforce.
 
Access the study here.
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