Email marketers say the most effective email marketing tactic is to segment subscriber lists and send different, tailored emails to those segments. The second most effective tactic, according to MarketingSherpa’s survey of email marketers is to send email to house lists. What else is effective? And what is NOT effective?

Based on its survey of 493 business-to-business (B2B) and business-to-consumer (B2C) email marketers, MarketingSherpa found the best and worst email marketing tactics to be as follows, in order of how many B2C and B2B email marketers considered them effective:

1. Sending tailored content to market segments:

B2C email marketers: 61 percent
B2B email marketers: 67 percent

2. Sending email to house lists:

B2C email marketers: 60 percent
B2B email marketers: 49 percent

3. Sending event-triggered autoresponder emails:

B2C email marketers: 31 percent
B2B email marketers: 27 percent

4. Sharing email content on social networks:

B2C email marketers: 8 percent
B2B email marketers: 6 percent

5. Sending email to co-registration lists:

B2C email marketers: 5 percent
B2B email marketers: 10 percent

6. Advertising in third-party email newsletters:

B2C email marketers: 5 percent
B2B email marketers: 6 percent

7. Sending email to rented lists:

B2C email marketers: 2 percent
B2B email marketers: 3 percent

Source: Sergio Balegno, “New Chart: Highly Effective Email Marketing Tactics,” Marketingsherpa, June 8, 2010

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• Email Marketing: What’s The ONE Tactic That Makes The Biggest Difference?
• B2B Internet Marketing 50 Percent LESS Effective in 2011
• Email Marketing: When Is The Best Time To Email?

This entry was posted on Monday, June 21st, 2010 at 8:03 pm and is filed under Email Marketing, Kikabink Lab, Market Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.