(source : eMarketer.com)
Email requires sophisticated systems thanks to cross-channel, personalization

Email is one of the most widely used and established of all platforms and has long been the cornerstone of many business-to-business (B2B) marketing plans. Given the maturity of this medium, spending on email remained flat for years, though its efficiency did draw some B2B dollars during the economic recession, according to a new eMarketer report, “B2B Email Marketing: Benchmarks and Best Practices for 2014.”

 

 

 

 

 

 

 

 

 

 

Un récent sondage réalisé par la société Coherent Path révèle comment les spécialistes du marketing effectuent leurs envois de courriels. D'une part, ils accordent beaucoup d'importance à ce qui a fonctionné l'année dernière (85% des répondants) tandis qu'une proportion légèrement plus élevée (87%) sélectionne ses dates d'envoi en lien avec les grandes fêtes et les événements.

La plupart des entreprises interrogées sont sensibles au risque de submerger les clients avec trop de courriels. Environ 43% des répondants ont déclaré envoyer un à deux courriels par semaine, tandis que 46% ont dit en envoyer trois ou quatre.

B2B marketers recognize the value of marketing automation solutions, but many have been slow to fully integrate the technology into their sales and marketing efforts. Data released in November 2013 by BtoB Magazine showed just 26% of US B2B marketers had completely integrated automation into their sales and marketing initiatives at the end of 2013. More than half (52%), however, expected full marketing automation adoption for this year.

Automation solutions are often broad and can be applied across multiple channels and formats, but for most, email automation is vital. B2B marketers surveyed by Regalix in March 2014 reported that among marketing automation features, email automation was the most important to them.

 

One significant insight from the Regalix data is that marketers say the email technology they need is not simply mechanisms to automate and manage email. Instead, they want sophisticated systems to manage cross-channel campaigns and deliver personalized, targeted experiences to customers.

For more information contact
François Dahlem
ADNETIS inc.
fdahlem@adnetis.com
1-877-638-6584 #10