40% of B2B Marketers Want to Improve the Content Quality of Email Marketing Messages

Email is a mainstay of B2B marketing campaigns.  B to B Magazine recently published Email Marketing:  An Established Channel Evolves, which is a snapshot into how B2B marketers create and deploy email marketing campaigns.  In the B2B segment, the top purposes of email campaigns are as follows:

  1. Sales Lead Generation or Customer Acquisition (29 percent)
  2. Brand Awareness (18 percent)
  3. Customer Retention (15 percent)

Forty percent cited the desire to improve the content quality of email messaging as a top goal for 2013.  And to measure the success of their improved messaging, delivery, and content quality marketers rely on standard email metrics to ascertain a campaign’s effectiveness including opens and clicks. The click through rate is an especially pertinent element to gauge the success of all types of email marketing campaigns.

FLIMP Media Video Solutions works with many clients who find that their email metrics of opens, clicks, and click through rate dramatically increases when using video to improve the content quality of their email messaging.   Video communications can generate up to a 90 percent conversion lift for B2B organizations.  In fact, compared to static or HTML emails, video email marketing nets a 4 to 7 times higher viewer response rate and click through rate.

For many B2B organizations, video postcards offer a simple and effective way to facilitate email marketing and email communications.  Video postcards provide clear and engaging calls to action that contribute to higher response and conversion rates.

Finally, one of the most commonly asked questions in regard to email marketing is “what day is the best day to send my email”? The below chart is based on Who’s Mailing What’s monitored email activity by day and industry vertical for April 2013:

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Jenn O’Meara is the Director of Client Services at Flimp Media.  With a diverse digital marketing communications background, Jenn enjoys working directly with Flimp Media’s clients.  A graduate of Providence College and Boston University, Jenn can be found rink side most winter weekends cheering on the PC Friars Hockey teams.  In the summer, look for Jenn at the beach.

 

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