Think email is so last season? Think again!

Audiences - crucial for good b2b content marketing

Segmented Audiences – crucial for good b2b content marketing


Email regaining its importance in B2B Content Marketing

The DMA recently published their National Client Email Report 2015, surveying a cross section of companies, by size, type and geographic location. Their findings make interesting reading – by no means is the oldest digital communication method so last season!

So what are the headlines?

Marketers are clearly continuing to use email as a preferred method of communication with prospects and customers. 78% of marketers rate their company’s competence in using email efficiently to produce measureable results as ‘competent’ – a whopping 70% increase on 2013.

ROI is increasing. In 2013, ROI for every £1 spent was £24.93, whilst in 2014 it is now an average of £38.00. That said, 1 in 5 companies report a £70 return per £1 investment – a great return for a b2b content marketing channel.

What are the business objectives for email campaigns?

Companies reported Engagement, Driving Sales and Acquisitions as the business objectives of email driven marketing. This hasn’t changed, but it’s nice to see that the results are starting to support these objectives.

How often do companies send email campaigns?

38% of companies email their contacts 4 to 5 times per month, this was the largest percentage. In b2b content marketing, email frequency should really be based on what useful content you have to share, single subject, bulletin type emails are steadily increasing in effectiveness as readers attention span shortens.

How has the use of email changed?

Segmenting your database, to send targeted communications to specific prospects and customers is the way forward. Companies reported that 58% of revenue is derived from segmented/targeted email campaigns. Focusing on  audience type, customer life cycle stages or subscriber preferences is a good place to start. Segmented and personalised communications are on the increase and have been since 2012. Currently 43% of companies segment up to 6 or so criteria.

What makes a compelling email?

People know what they like – they go for interesting subject lines, clear links and attractive imagery, so give thought to all of these areas to maximise your efforts and increase your conversion rates. Make your emails stand out from the crowd. Nothing has changed here, with b2b content marketing, videos are increasingly popular.

What encourages opt-in?

Opt-in can be encouraged by a trustworthy brand/reputation, by running competitions/offering discount vouchers and by making opt-in part of the transactional process.


So, once you have worked on creating a compelling email, targeted at your contacts by subscriber preference, how can you measure the success of your campaign?

Measuring campaign success.

70% of companies monitor click through rates, while 60% monitor conversion rates and 56% monitor open rates. Opt out rates are not particularly monitored, as companies tend to look for changes, (increases and decreases), all signs that the campaign content may not be of interest to the targeted audience. Content is most definitely king.

So, what are the takeaways from this?

 Email remains an efficient, cost effect method of prospect and customer communication.

  • Segmenting data coupled with targeted communications returns the best results.
  • Content is king! It needs to be relative to your audience.
  • Remember, it’s not just what you say, it’s how you present it, so give thought to the design and styling of your communication.

Email, it seems, is not so last season, it’s this year’s New Black!


Sara Flannery

Account Manager – Ice Blue Sky
Source – ITSMA Research.




About the Author

Sara Flannery

Account Manager, Ice Blue Sky Ltd

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