Thursday, July 18, 2024

Email Marketing is the Most Impactful Channel for B2B Marketers

In the dynamic world of digital marketing, a recent study by Ascend2 and Zoominfo has brought forth a significant revelation – email marketing stands tall as the most impactful channel for B2B marketers. The survey, conducted in April 2023, reflects the sentiments of US B2B marketers, with a whopping 50% expressing that email marketing plays an important role in influencing their multichannel strategy. Email marketing is the winner among different ways to reach people. Social media is at 33%, nd content marketing is at 26%. But email takes the lead.

Going deeper into the marketing landscape, another survey by SeQuel Response and ISG conducted in the same month emphasizes the substantial focus on email marketing. Both US B2B and B2C marketers have shown a clear trend of increasing their direct marketing budgets over the past year, with email marketing taking center stage in their strategic considerations.

But, even though email marketing is doing well, big changes from companies like Apple and Google are causing some difficulties. It makes people wonder if the usual way of doing email campaigns still works.

A notable transformation in focus is observed in the diminishing significance of email “opens.” Experts, including Ryan Phelan, Managing Partner at marketing company RPEOrigin, suggest that opens are now nearly obsolete. Now, instead of focusing on whether people just open emails, attention is turning to what people click on. Clicking is seen as a better way to tell if people are really interested and engaged.

As things change in the industry, marketers are told to look again at how they use different channels. In this always-changing digital world, it is super important for marketers to find the best channels, check how well they are using them and go along with the new ways things are done in digital engagement.


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