New statistics show that B2B marketers are still heavily invested in email marketing, but they are lacking the resources to make the most of this tactic.
The “2017 Email Marketing Industry Report” from Emma has discovered that 58 percent of B2B marketers intend to increase their spend on email over the next year. However, 40 percent wish that their marketing could be more targeted and personalized. Nearly 31 percent claim that they do not have the personnel they require to do the marketing they would like.
“Marketers have long faced competing priorities: Deliver content that satisfies their audience, or deliver content that satisfies their bosses?” wrote the authors of the report. “Ideally, that would be the same thing, but in the real world, the pressure to meet internal expectations is winning out.”
The majority of respondents (47 percent) claimed that they feel most pressured by the internal goals set by their organization. Approximately 20 percent stated that they feel pressured by audience expectations.
Email Marketing and the Omni-channel Experience
Marketers may be dedicated to investing in email, but previous research suggests that customers are looking for an omni-channel experience. This means utilizing channels, such as in-person engagement and social media, to connect with customers.
The “Customer in Context” report from the CMO Council found that 47 percent of customers now engage with businesses across several platforms. Nearly 42 percent prefer to mix it up depending on where they are and what they want.
The top channel for engagement is company website (58 percent), followed by email (52 percent). Twenty-seven percent of respondents said they prefer to engage via social media.