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Report Confirms B2B Email Marketing Still Effective

B2B Email Marketing Still Effective A recent report confirms what we have said here several times recently: email marketing can pay off for those who take the time to plan and execute it well. Salesforce just released their first business-to-business (B2B) marketing report, which surveyed more than 2,000 B2B marketers worldwide.

The report, entitled “2015 State of B2B Marketing,” shows that many marketers are still using email as one of their main marketing tactics, and almost all of them say it is effective.

Nearly three-quarters of the respondents said email marketing is core to their business, and the same volume feels email will produce at least some return on investment. For 20% of B2B marketers, email is expected to produce “significant” ROI.

When asked why email is core to their business, the top response was that “email is a critical enabler of products and services.” Other responses cited the direct link between their business’ primary revenue source and email operations.

Nearly half of respondents use responsive design often or always in their emails. Those marketers obviously realize the importance of accommodating the increasingly large segment of recipients who will be reading emails on a smartphone or other mobile device. We of course strongly encourage all marketers to embrace responsive design (if they haven’t already) for email as well as web design. While mobile opt-in campaigns are quickly picking up steam, newsletters remain the most popular email approach among the B2B crowd.

For B2B marketers, email is their second most popular marketing channel, topped only by the corporate website. This is a contrast to marketers in the B2C sector, where social media has become a dominant tactic.

KEO Marketing can help create an email marketing campaign that allows you to realize the maximum return on your investment.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.