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Email Marketing Continues to Drive Business In Europe

Email continues to form a core part of marketing campaigns ahead of social media for European marketers new research has revealed. Furthermore, those businesses surveyed running B2B email campaigns have seen a drop in both bounce rates and unsubscribe rates to their lowest rate for 7 years.

Additional email continues to form a core part of marketing campaigns ahead of social media for European marketers new research has revealed. Furthermore, those businesses surveyed running B2B email campaigns have seen a drop in both bounce rates and unsubscribe rates to their lowest rate for 7 years.

Research into email marketing trends in the final quarter of 2010 and the first 3 months of 2011 indicates a growing reliance on email by businesses looking to impact their bottom line.

The recent report by eCircle surveyed 607 marketers from France, Germany, Italy, Holland, Spain and the UK found that 57% of respondents leveraged email to reach clients and consumers. This was by far the most common communication channel utilised amongst businesses with 75% of businesses using email to distribute newsletters and 69% utilising email for promotional purposes.

The findings of this report highlight the growing strength of email as part of a B2B marketing campaign throughout Europe. As a communication channel, email has consistently proved a relatively low cost medium for businesses looking to reach out to potential clients and consumers.

Further to this, emarsys report into campaign performance in 2010 is providing strong evidence that email is now bouncing back and is central to any successful multi-channel marketing campaign. Throughout 2010 average bounce rates of initial email campaigns reached just 7.89%, the lowest rate since 2003. Added to this, average unsubscribe rates have dropped to 0.35% from a peak of 1.7% in 2003.

Such positive statistics have gone some way to diminishing fears that email was being replaced by social media as a communication tool. Especially within a B2B environment, email is proving as successful as ever but is being integrated with a variety of channels to ensure engagement and interaction remains high.

Despite increasing and more powerful spam filters being utilised on many standard email platforms, data quality is certainly improving year on year to provide a greater list of qualified and actionable leads. With email campaigns clearly focussing on a smaller number of valuable leads stored within databases multichannel approaches, combined with improved analytics software, are providing a successful long term strategy for lead generation and relationship management.

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