Email continues to be the marketing tool of choice in B2B marketing. In a recent survey, more than 80% of UK B2B marketers surveyed consider email to be an essential part of their marketing mix.
The majority of B2B marketers said they prefer to use email to communicate with existing customers, be it to build relationships with their customers or to up sell/cross sell additional products or services.
The future looks promising, too – with most businesses citing that they expect their email marketing budgets to continue to grow.
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The survey, conducted by B2B Marketing magazine, also showed that B2B marketers are planning to use email more selectively in the future, which supports the increased confidence B2B marketers have in email as an effective marketing tool.
“The results of this survey highlight the importance of email in the B2B marketing mix,” says Joel Harrison, editor B2B Marketing magazine. “B2B marketers are embracing email and we will see it grow to become a key part of any B2B marketing strategy.”
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