As we all know, over the last few years, companies across the UK and across the world have adopted a culture of cost savings particularly within their marketing budgets. However, it is exactly at times like this, that companies should be maintaining or even be spending more on their marketing efforts.
As a compromise, a growing number of businesses have turned to business email lists, which offer a relatively low-cost method of generating leads. B2B email marketing is also a proven tool for contact with existing customers – retention is arguably more important than ever when market conditions weaken. Keeping in contact with existing clients can also lead to referrals – and is generally thought to be one of the best ways to generate new business.
Whilst the vast majority of organisations already have a significant presence on the web, there are still many companies relying on traditional and offline channels of communication with clients. But use of business mailing lists to fuel B2B direct mail campaigns can be very effective – and not overly expensive. Most people are easily accessible by email and check their inboxes frequently throughout the day.
But firms looking to boost lead generation with a B2B email marketing campaign were recently warned they only have a matter of seconds to reel in each prospective buyer. This is according to research carried out in America by Litmus on behalf of the Direct Marketing Association, which tracked more than four million opened emails across hundreds of separate campaigns. It found that 51 per cent of recipients spent no more than two seconds looking at each B2B email marketing message they were sent.
However, in the best campaigns, 77 per cent of business decision makers actually read the message in full. This clearly highlights the importance of making an impact and creating the right first impression. While many organisations turn to email as an inexpensive B2B direct marketing solution, it is evident that in order to obtain the best results there needs to be plenty of investment in email design and targeting.
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