E-mail marketing in B2B veel succesvoller dan in B2C
Volgens een recente Opt-in News studie is e-mail marketing in business-to-business (B2B) veel succesvoller dan in business-to-consumer (B2C). Als we tenminste kijken naar de open rates kijken die resp. 71% en 41% bedragen.
Specifically, Opt-in found that B2B financial e-mail newsletters in Canada achieve open rates of 73% while e-mail newsletters in the Advertising industry in Canada claim open rates of 67%. The US Financial industry claims e-mail newsletter open rates of 60%.
Not convinced that open rates are the be-all and end-all of e-mail marketing? According to a 2002 survey from e-Dialog, 47% of US marketers measure the effectiveness of their e-mail marketing campaigns with open rates. Another 25% said they were not currently using open rates to measure e-mail, but would in the future.
The reassuring news for e-mail marketers is that in September, MarketingSherpa found that 15% of e-mail marketers had seen an increase in their e-mail open rates, whereas just 6% said they had been decreasing significantly.