Submitted by: denise cox on Mon, 19/05/2008 - 15:03

Results from a survey conducted by B2B Marketing Magazine and sponsored by Newsweaver …

Newsweaver: UK B2B marketers accelerate use of email marketing

According to email marketing provider Newsweaver, email is now an essential part of the B2B marketing mix. Based on a recent survey conducted by B2B Marketing Magazine and sponsored by Newsweaver, 78% of UK B2B marketers surveyed consider email to be either a “critical” or “very important” part of their marketing mix.

Of the 175 B2B marketers who completed the survey, 68% believe that the versatility of email is on the increase and are integrating email more into the overall marketing mix – over 40% of respondents said that they are now using email as part of integrated marketing campaigns. B2B marketers also see themselves as sophisticated users of email marketing with 67% stating that their understanding of email and how to leverage its effectiveness is either “excellent” or “good”. [Newsweaver's press release]

B2B Marketing magazine: Email continues its inexorable rise

B2B marketers are increasingly relying on email as a vehicle to engage with and sell to new clients, despite acknowledging that it is most effective as a customer retention or maintenance tool.

This is according to B2B Marketing’s annual email marketing survey, sponsored by Newsweaver, which reveals that 90 per cent of B2B marketers are currently using email to communicate with prospects. This is despite the fact that less than 20 per cent believe it is most effective at achieving this objective. The survey also revealed that ‘prospecting’ is the joint most popular use of email amongst B2B marketers, closely followed by ‘generating new sales leads’. [B2B Marketing magazine's press release]