Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot.
Rather, in today's marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports.
In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts:
Below, other findings from Pardot.
Campaign Testing Practices
Successful email campaigns often require trial and error, and many B2B marketers rely on various testing techniques to improve their campaigns:
- 58% test to see what type of content results in the best click-through-rates.
- 57% test for a correlation between subject lines and open rates.
- 46% test to see how the time of day effects open rates.
Best-Practices
Regarding which days of the week and times of the day perform best, marketers report the following trends:
- 44% say sending emails on Tuesday results in better open rates.
- 53% say Friday is the worst day for email open rates.
- 53% have had the most success sending emails between 8 am and 12 pm.