Four Key Insights from MarketingSherpa Email Summit

At last month’s MarketingSherpa Email Summit, Bob Johnson, VP and Principal Analyst, IDG Connect, presented new research into B2B technology buyers’ email opinions and habits.

Topics included factors that influence buyers to opt-in and open vendor email, and how specific content and offers affect subsequent actions, such as pass-along and clickthrough.

Insight #1. Buyers rely on email more than marketers think

- 32% of buyers said email was their favored method for receiving product/services information

- Only 12% of buyers said social networks were their favored method of receiving information.

Insight #2. Provide offers that direct readers to take the next step

- 60% of buyers said offers were not compelling

- 56% of buyers said content was not relevant

Insight #3. Personalized sender information can increase engagement

- 45% said that knowing the sender influences opening an email

- 25% said that the subject topic influences opening an email

Insight #4. Appeal to buyers’ personal, not just organizational, motivations

- 63% said they would agree to receive additional emails if it helped with their job

- 66% said they would agree to receive more emails if fresh insight and ideas were included