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B2B Companies Not Using Email Marketing

Email is arguably the most "productive" of all the digital marketing channels. 

Marketers leveraging email can generate an unparalelled level of activity (from opens and reads to clicks and conversions) from prospects and customers alike and it has made the channel quite appealing to nearly all businesses with a digital mindset.

Apparently, however, that doesn't seem to apply to business to business (B2B) companies, at least according to some new research from CRM provider Super Office

The company revealed that, according to its survey, 59 percent of B2B companies do not send out email marketing campaigns to their subscribers. That is quite surprising considering that email marketing routinely delivers a 40:1 return according to the research. Some other interesting highlights from the B2B email study include: 

+ 8% of all email campaigns failed to include an unsubscribe link
+ The average send-out frequency for email campaigns is 1 every 25 days
+ Nearly 1 in 5 email campaigns was not optimized for mobile devices
+ 89% of all B2B email campaigns were sent from a company name


“The importance of email marketing cannot be underestimated. Or, at least we thought so! In order to evaluate the current state of email marketing practices in the B2B world, we decided to conduct our own research, which turned out to be a real eye-opener. Without over exaggerating, this study is a must-read for all marketing experts out there,” says Jennifer Lim Lund, Chief Marketing Officer of SuperOffice AS.
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