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Email marketing is one of the oldest types of technology-based marketing out there for B2B businesses. And while email has drastically evolved and grown in popularity throughout the years, many wonder if email marketing is still an effective marketing strategy. After all, technology is constantly changing, making way for new and advanced forms of digital marketing. But we have some good news for those who prefer to do things the “old-fashioned” way – email marketing is still as relevant and effective as ever, and we’re here to tell you why. 

What is email marketing?

If you haven’t previously used email marketing, you may not be clear on exactly how it works. While email marketing has changed dramatically over the past several years as technology has advanced, the goal behind it has stayed the same – to promote your businesses and communicate with leads and/or customers.

Sendinblue tells us more about the purpose of email marketing:

“Email marketing is when you send a commercial email message to your ‘email subscribers’ — contacts who have signed up to your email list and given express permission to receive email communications from you. Email marketing is used to inform, drive sales, and build a community around your brand (e.g. with a newsletter). Modern email marketing has moved away from one-size-fits-all mass mailings and instead  focuses on consent, segmentation, and personalization.”

How do you measure the success of email marketing?

Measuring the success of email marketing depends largely on establishing parameters. If you’re measuring success by way of your open rates as many B2B companies do, then you are measuring the percentage of subscribers who open a specific email out of your total number of subscribers. Statistics show that 65% of small businesses average open rates between 11% and 50%.

Campaign Monitor tells us how email marketing compares statistically to other popular forms of marketing:

“If email marketing is falling out of favor, you could assume it would be falling out to make room for other marketing tactics. But studies have shown this isn’t the case. The numbers show email marketing is outranking popular tools like social media, SEO, and PPC advertising. While it still has its competition, it’s undoubtedly still working. Email is not just a tool for extending offers to customers or generating leads; it’s a primary tool for generating a return on investment in marketing efforts. Those companies that utilize email and do it well can enjoy higher sales and a more cost-efficient approach to their marketing overall.”

How often should I send emails?

According to AWeber’s 2020 Small Business Marketing Email Marketing Statistics Report, nearly half of survey respondents report sending emails “at least once a week but less than daily”, while over 30% send emails “at least once a month but less than weekly” in order to see results. 

Forbes.com tells us more on how often you should send emails in order to yield the best results for your business:

“Still not sure what to do? Mark Asquith, the co-founder, and CEO of Rebel Base Media advises those who are just starting to use email marketing send an email once a week. “Rather than sending more, test what you already do. Then test frequency,” he says. His main point is you shouldn’t be sending more emails that don’t work and less emails that do work—and the best way to determine that is to “Test, test, test!”

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