A study just released by Epsilon and the DMA reports that B2B email marketing is continuing to grow — both volumes of messages AND open rates! Here are the highlights from the study (as reported in BtoBOnline):
According to “Q1 2012 North America Email Trends and Benchmarks,” email volume increased 21.4% in the quarter over the year-earlier period. Despite the added volume, open rates also increased 12.6%, and now reflect an overall 26.2%. Nonbounce rates remained strong, at 96.5%.
This is great news for B2B marketers and what it reflects to me is that more of us are sending well-written, well-thought-out email messages that are relevant to the specific audience. Moreover, I’ll bet that creative teams are designing messages with multiple devices in mind so that more emails are getting read and opened from prospects wherever they are — on the go with their mobile devices or at their desks on their computers.
I believe it also means that B2B marketers are keeping their databases clean and ensuring that they have valid email addresses for their customers and prospects. This is not only good for ensuring that your messages get through — it protects your sender reputation and saves you money, too.
The study was based on about 7.1 billion emails sent by Epsilon on behalf of 150 clients in the first quarter of 2012. Let’s keep the good news coming!