Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jun 08, 2010

New Chart: Highly Effective Email Marketing Tactics

SUMMARY: In this week’s chart, we’ll take a look at email tactics that were rated highly effective by B2B and B2C marketers.

Learn how various tactics were rated, including delivering content relevant to segment, email to house lists, email to rented lists and more.
By Sergio Balegno, Research Director

Email Tactics Rated as Highly Effective, by Target Market

View Chart Online
Click here to see a larger, printable version of this chart

A key difference in the strategies used to target consumers and businesses is the need to align content delivered with the buying process. The business-buying process is usually long and complex. Delivering content that is not only relevant to the recipient’s business segment but relevant to their current stage in the buying process is critical. This is why a larger percentage of B2B marketers view the delivery of relevant content highly effective.

Effectiveness comes with a price. The high cost of using too much staff time and effort for some tactics can more than offset their value. This is especially true in the understaffed and overburdened marketing departments so typical in today’s economy.

In this chart we see that "delivering content relevant to a segment" ranks highest in terms of tactical effectiveness, but it also requires a great deal of effort -- a barrier to adopting this tactic. "Email campaigns to house lists" offers the greatest value because the high level of effectiveness comes with a much smaller price tag in terms of effort required.

When an inefficient tactic is also high maintenance, the decision to reduce or eliminate it from the program becomes much easier.

For additional research data and insights about email marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Email Marketing Benchmark Report.

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.