British B2B marketers like email

Latest posts | Feed | By Mark Brownlow on July 19, 2007

uk flagThose with eyes firmly attached to crystal balls have ruminated recently on the likely future of email marketing. But all is well in the present, and certainly as far as B2B marketers in the UK are concerned.

A recent survey by Newsweaver and B2B Marketing Magazine of 170 marketers revealed 87% considered email critical, important or very important to their B2B marketing strategy.

The above link has full details about why they email and who they email to, but let me focus on one question asking about the biggest B2B email marketing challenges.

The top three answers were:
  • The rise in spam undermining the medium (26.67%)
  • Spam filters blocking marketing messages (21.67%)
  • Inbox overload due to too much email (16.67%)
Take spam away and you have no overload, no undermined medium and no need for such brutal filters.

In other words, it is clear that email marketing's biggest challenges would fall away if there was no spam. Not that that's going to happen soon. But it's important to remember that marketers and anti-spammers share common goals as we all club together to find spam solutions that work for everyone.

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[This post brought to you by Campaigner Email Marketing]
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