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July 24, 2007

Despite a lot of industry speculation that e-mail marketing may not have a bright future anymore, a B2B marketing publication has found that e-mail is still the most popular tool for marketers in the U.K. B2B segment.

Overall, B2B Marketing Magazine carried out the study in association with Newsweaver and discovered that 87 percent of B2B marketers consider e-mail marketing as either an “important”, “very important” or “critical” part of their marketing mix.

About forty-one percent of B2B marketers expected to see an increase in email marketing budgets and volume in the near future.

Joel Harrison, editor of B2B Marketing Magazine said “the results of this survey highlight the importance of e-mail in the B2B marketing segment. Overall, B2B marketers are embracing e-mail and we will see it grow to become a vital part of any B2B marketing strategy.”

Not surprisingly, spam was identified to be the single and largest problem for British B2B email marketers to overcome. About 48 percent of those surveyed believed the constant rise in spam had undermined email as a business medium or that the increase in the use of spam blockers had an impact on legitimate e-mail delivery rates.

Denise Cox, newsletter specialist at NewsWeaver said “individual companies can work to overcome this issue by striving to send emails that don’t fall into the perceived-as-spam category. They can do this by providing anticipated, permission-based, timely and relevant emails, rather then sending untargeted one-size-fits-all, unwanted emails.”

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Source: B2B Portal