Email Delivers Strong ROI to B-to-B Marketers

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

Recent studies have shown that email audiences are growing, are more engaged and are increasingly mobile. I recently read an article in eMarketer saying that not only is email the preferred method of communicating with potentials, but the ROI is 122%, more than four times higher than other marketing formats.

 

Median ROI for Select Channels/Formats According to US Marketers, June 2016


Email revenue year over year has increased. Another study from the Relevancy Group said that nearly 24% of their overall revenues came from email activities.

All this is good news, but there is a possible downside. Since people are getting inundated with email messages, I think it wise to reinforce the fact to make sure what you send is helpful info that the user can use. You obviously don’t want to turn them away.

So how often is too often? That’s dependent on your market and your products. A rule of thumb is to send something that is relevant and timely to the audience. For contractors, it’s not so much about a new widget you just introduced, but how it can help them in their daily routine do a job better/quicker. Give them a solution and they will read it.

So how are you using emails? Are you tying them to sales?

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