Report: B2B Companies Lag in the Adoption of Email Marketing

Although email marketing has been a proven content marketing tactic, new research shows many B2B companies have yet to unlock its potential.

SuperOffice recently published “The State of B2B Email Marketing” report and discovered that 59 percent of B2B companies do not use email marketing at all. Among those who do, 77 percent claim they are utilizing email marketing to drive visits and sales to their websites.

That being said, many of these marketing efforts still fall short. For instance, 59 percent of email marketers stated that they didn’t send a single email during a 90-day test period. Nearly 1 in 5 email campaigns was not optimized for mobile devices, and 89 percent of them were sent from a company name, suggesting a lack of personalization.

“Contrary to a popular belief, it’s not the subject line that is the reason why an email is opened. It’s the sender’s name,” concluded the authors of the report. “64 percent of subscribers open an email based on who it’s from, compared to 47 percent of subscribers who open emails based on the topic (the subject line).”

More Marketers Now Utilizing Email as a Tactic

B2B marketers may be slow to adopt email as a marketing tactic, but overall, previous research suggests that marketers are utilizing it more frequently.

The Manifest recently published the “State of Email Marketing in 2018” survey and found that most businesses (69 percent) spend time and money on email marketing.

Companies send a variety of emails, but product/company updates (69 percent), promotional emails (69 percent), newsletters, (68 percent), and event invitations (65 percent) are the most popular.