More businesses marketing via email
14/05/2008 18:17:00
Email has now established itself as an integral part of B2B marketing, a recent survey suggests.
Research conducted by B2B Marketing Magazine found that 78 per cent of business-to-business marketers view email as a "critical" or "very important" part of their marketing mix.
The findings show that 68 per cent of the survey's participants consider the versatility of email to be increasing, while more than 40 per cent said that they are now using email as part of integrated marketing campaigns.
Denise Cox, Newsletter Specialist at email marketing provider Newsweaver, said: "This year's survey shows that marketers are growing in confidence in their use of this channel."
"But as they increase the number of campaigns and the volume of email they are sending, companies must strike the right balance and strive to send only timely, targeted and relevant emails," she advised.
Just over 70 per cent of B2B marketers have increased the number of email campaigns they send out.
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