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What email means for B2B marketing strategies

Email continues to be a critical part of any marketing strategy. There are few other channels that provide marketers with strong return on investment and a medium that can be customized for specific clients' needs. In fact, email marketing is 40 times more effective in acquiring new customers than social networks (1). Meanwhile, the average ROI in 2011 for every marketing dollar spent on email was $40.56 (2).

One of the greatest strengths of email marketing is due in some part to the recent legislation passed in the U.S. requiring companies to allow customers to opt out with clear directions of how to do so. In effect, the CAN-SPAM Act makes it easier for marketing professionals to whittle down their lists and deliver messages only to the individuals who express continued interest in their services or products.

With roughly 25 percent of all email accounts belonging to businesses, this channel is especially effective for B2B marketing. Business owners have found that email, as part of an overarching marketing strategy, is important for not only lead generation but also keeping customers engaged. For instance, 56 percent of marketers indicated this channel was most effective for retention (3). Email can be tailored to suit the evolving needs of your customers throughout their relationship with your organization.

1. Why marketers should keep sending you e-mails
2. Can Email Marketing Still Engage Your Customers?
3. Survey says referral marketing brings them in, email keeps them active

Sheila Kloefkorn

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.