In “Four Benefits of Marketing Automation,” we noted that 80% of companies use automated email services to reach their customers. But what kind of content do people want from your emails? Is it product information or promotions? Company news or industry best practices?
As with most things, there is no single correct answer. The truth is that the members of your audience want different things and different times. You need to test our own audiences’ preferences, both in terms of form and content. If you don’t know where to start, this study from Pardot, a marketing automation company, can help you decide what elements of your emails to test.
Pardot surveyed over 100 B2B companies about their email practices. They discovered that most companies rely on email marketing, not to find or generate leads, but to nurture the leads they already have. However, email campaigns can only be effective if readers actually open the emails you send. So you will want to begin by testing the time of day, time of week, and type of content that motivates people to click through.
The image above shows that B2B emails are more likely to be opened on a Tuesday morning than any other time of the week. Friday, however, is the least likely time that such emails are opened. Perhaps people are too busy with work on Monday and too excited for the weekend on Friday to look at that email promoting your newest whitepaper. Test and survey your own audience to see what works best for them.
The survey also showed that B2B audiences prefer webinars to whitepapers. I imagine this result has something to do with the amount of energy it takes to passively listen than to actively read. Consistently offer alternative media to your audience to know that your efforts are not wasted.
Below is the full infographic from Pardot. Leave a comment letting us know the goals of your B2B email marketing campaigns.
Embedded from Pardot
Embedded from the Pardot Blog