What’s Working in Business-to-Business Email Marketing

What’s working in business-to-business (B2B) email promotions by The List Warehouse. We analyzed over 7,000 email promotions over a 12-month period from June 1, 2010 through May 31, 2011. Data came from the Email Campaign Archive database.
By: Gary Hennerberg
June 30, 2011 - PRLog -- B2B Email Promotion Volume by Month

Business-to-business email promotions are fairly consistent year-round with 530 to 700 B2B promotional emails sent monthly. The heaviest timeframe for volume is in the second quarter.  March of 2011 had the highest volume with 700 email promotions logged.  


B2B marketers don’t tend to have the same seasonality issues of consumer marketers, so year-round promotion is less influenced by holidays.  Yet, it’s clear the overall trend of email promotions in the B2B space is growing.  Comparing the seven months of 2010 against the first five months of 2011, average daily volume of email promotions has grown about 7%.

Email Delivery by Day

The B2B category day of email differs somewhat from that of all email marketers.  Over 25% of B2B email is deployed on Tuesdays (compared to 18.7% of all email).  Thursdays are second most popular with 22.5% of B2B email deployed then, compared to 19.1% of all email.  Wednesday and Monday are less popular.  As illustrated in the accompanying chart, by Friday B2B email promotion drops, and it’s no surprise that B2B marketers avoid weekends more than all email marketers.

http/www.TheListWarehouse.com recommends that if you’re a B2B marketer that with Tuesday being by far the most popular day to deploy that you test Monday to get a one-day jump on your competition, or wait until Wednesday after the competition.  Weekends should be avoided.

Time of Day
There is another notable difference between B2B marketers and all other email marketers when it comes to time of day for email delivery.  B2B email marketers send email at a higher rate between 8:00 am and 12 noon than all other emails (40.5% vs. 34.3%), most likely to get a jump on the business day.  Yet, from 12 noon until 5 pm also sees a higher rate of deployment (28.4% vs. 25.4%) than all other email.

For B2B promotion, http://www.TheListWarehouse.com recommends testing earlier in the morning before most competition deploys, in the 7 am to 8 am hour.

Most Repeated Subject Lines

25% Off Your Order, 30% Off Your Online Order
25% Off Your Order, 40% Off First Aid
7 Days, 7 Great Deals!
Free T-Shirt! Offer expires in 5 days.
No Charge for Ground Shipping
Save up to 30% off on orders over $199
Summer Clearance: Up to 83% off

At http://www.TheListWarehouse.com you can review list accuracy ratings just as you would check hotel ratings before you book a room.

Archived copies of other in-depth email reports can be read at http://thelistwarehouse1.businesscatalyst.com/LiteratureR....

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Tags:Business-to-business Email Marketing, Email Marketing, Email Marketing Lists, Direct Marketing Lists, Internet Marketing
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