59% of B2B Companies Do Not Use Email Marketing: SuperOffice Research

SuperOffice Has Conducted a New Study in Which It Discovered That a Large Number Of B2B Companies Do Not Utilize the Whole Potential of Email Marketing

In its recent study, SuperOffice has found out that 59% of B2B companies do not send out email marketing campaigns to their subscribers.

Email marketing delivers a $40 return for every $1 spent. No other marketing channel comes even close. In fact, 87% of B2B marketers use email marketing to generate new leads, while 31% of B2B marketers cite email marketing as the channel that makes the biggest impact on revenue.

Given how important email marketing is for B2B brands of all shapes and sizes, SuperOffice wanted to explore the state of email marketing to understand how it’s being used today.

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With this new study, which analyzed 1,000 B2B companies, SuperOffice wanted to find out exactly how companies are using email to communicate with their audience.

“The importance of email marketing cannot be underestimated. Or, at least we thought so! In order to evaluate the current state of email marketing practices in the B2B world, we decided to conduct our own research, which turned out to be a real eye-opener. Without over exaggerating, this study is a must-read for all marketing experts out there,” says Jennifer Lim Lund, Chief Marketing Officer of SuperOffice AS.

To conduct the research, SuperOffice created a new email address and then used it to sign up for newsletters from a mixture of small, medium and large B2B organizations.

Before the study, SuperOffice assumed that email is an important marketing channel for B2B companies and that all companies would send at least one email within the 90-day test period.

Yet, the results of the study demonstrated a different picture. Only a handful of companies offered email marketing communication that reflected standard best practices.

Here are the key findings from the study:

• 59% of B2B companies do not use email marketing
• 8% of all email campaigns failed to include an unsubscribe link
• The average send-out frequency for email campaigns is 1 every 25 days
• Nearly 1 in 5 email campaigns was not optimized for mobile devices
• 89% of all B2B email campaigns were sent from a company name

This unique report offers a detailed analysis of the findings and comes up with 7 best practice email marketing tips, based on the best performing B2B companies.

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