artegic study: Email marketing has become a leading topic in industrial enterprises

Quick, simp­le and cost-effec­tive – this is how mana­gers in indus­tri­al enter­pri­ses rate their expe­ri­en­ces with email mar­ke­ting. No won­der that almost three thirds of enter­pri­ses can see a signi­fi­cant increa­se in email-sup­por­ted direct mar­ke­ting.

This was the result of a stu­dy of 685 top com­pa­nies from dif­fe­rent indus­tri­al sec­tors, car­ri­ed out by eCRM con­sul­ting and tech­no­lo­gy pro­vi­der artegic. Accord­in­gly, every second enter­pri­se alrea­dy employs email mar­ke­ting, but a lot of poten­ti­al is still was­ted.

Here the take aways of the stu­dy:

46% of the inter­view­ed indus­tri­al enter­pri­ses alrea­dy use email mar­ke­ting. 9% are plan­ning its use. This means, in the medi­um term, half of all indus­tri­al enter­pri­ses will be using email-sup­por­ted direct mar­ke­ting.

Email is quick, simp­le and cost-effec­tive. The ques­tio­ned com­pa­nies agree and rate simp­le hand­ling and quick pro­ces­sing (33%), as well as cost- effec­tiveness in com­pa­ri­son to pos­tal mai­lings (32%) as the big­gest advan­ta­ges of email mar­ke­ting.

Custo­mer loyal­ty is the most important tar­get in email mar­ke­ting for indus­tri­al enter­pri­ses. 43% of com­pa­nies see this as its core use, not only due to its signi­fi­can­ce in the B2B con­text. 32% use email for spe­ci­fic sales pro­mo­ti­ons and 14% for the acqui­si­ti­on of new custo­mers.

Mar­ke­ting topics are the most important sub­ject when it comes to com­mu­ni­ca­ti­on. 29% use their news­let­ters for sales rela­ted topics, fol­lo­wed by events (19%), pro­duct infor­ma­ti­on (18%), gene­ral mar­ke­ting (17%) and PR (14%). Ser­vice ele­ments are hard­ly ever inte­gra­ted in news­let­ters.

More than half (54%) of the ques­tio­ned com­pa­nies send news­let­ters quar­ter­ly or less fre­quent­ly. 32% send mon­th­ly news­let­ters at least.

Lar­ge mai­ling lists are rather unty­pi­cal in B2B. Almost half (49%) of the com­pa­nies count with only 1000 reci­pi­ents or less for their email mar­ke­ting. 7% have more than 10,000 reci­pi­ents, 1% more than 100,000.

With sen­ding for­mats, HTML emai­ling domi­na­tes. 78% send their news­let­ters in HTML or mul­ti­part. The mul­ti­part pro­por­ti­on howe­ver, is only 4%. 22% send their news­let­ters as plain text.

78% send news­let­ters to reci­pi­ents out­si­de Ger­ma­ny, 56% of tho­se also to reci­pi­ents out­si­de Euro­pe.

More than half (54%) of com­pa­nies do not sta­tis­ti­cal­ly ana­ly­se their email news­let­ters. 65% of com­pa­nies deal with their email mar­ke­ting intern­al­ly. Important are­as in out­sour­cing are the email dispatch pro­cess (14%), as well as the crea­ti­on through an agen­cy (13%).

Almost half (48%) of the com­pa­nies do not cor­rec­t­ly obtain per­mis­si­ons for the sen­ding of emails or are not awa­re of the legal impli­ca­ti­ons of emai­ling mar­ke­ting at all. For­tu­n­a­te­ly, the same num­ber of com­pa­nies (48%) use clear and trace­ab­le opt-ins for their email mar­ke­ting. 4% ima­gi­ne they are safe in the con­text of exis­ting custo­mer com­mu­ni­ca­ti­on.

Email mar­ke­ting has beco­me a lea­ding topic in indus­tri­al enter­pri­ses. Almost three quar­ters (72%) of ques­tio­ned com­pa­nies see an increa­se or even rapid increa­se of the signi­fi­can­ce of email mar­ke­ting for their sec­tor. Only 5% do not regard this issue as important.