10 Stats You Probably Didn’t Know about B2B Email Marketing
Synthio has compiled a set of statistics based on case studies we have conducted over the last year…and they are VERY interesting! Here are the top 10 B2B email marketing stats (in no particular order):
1. 97% of email recipients do not click on links provided in an email.
This B2B email marketing stat really starts with the fact that about 50% of companies have accept-all servers, meaning that the recipient server will accept ANY and ALL emails that come through; and this number is rising everyday. For a company, it makes sense to have an accept-all server because no matter what, someone within the organization is receiving the emails; nothing can be missed this way. However, the problem is that there is no way of knowing if the intended recipient received the email. Of course the server received it, it’s an accept-all server, but did the intended recipient receive it? Maybe, maybe not… and it probably isn’t likely that whoever manages the server opened it, and realized that based off of the content of the email it should be forwarded to a certain department or to whomever replaced the employee who is the actual intended recipient. Take all of this and then add in the fact that there are a LOT of marketers who, when email marketing, blast an email to a huge untargeted list. On top of the fact that nearly half of companies have accept-all servers, now add in that the email was received but just isn’t aimed at the right person. Add all of this up, and it becomes pretty clear why 97% of recipients don’t click on the links in an email.
2. 91% of businesses use email for creating demand
To start, if your competition uses email marketing to create demand then that’s a pretty good sign you should be using it too. Next, browse through your inbox and tally up how many emails you have that are from another company offering a promo, trying to sell something etc. When I do this exercise, my tally is pretty high! Most people receive email marketing from companies as small as the local businesses nearby to companies as big as Fortune 50, which encompasses a wide variety of company types.
3. 88% of online form fills are intentionally completed inaccurately.
Without an extremely targeted list, companies are still going to email some folks that aren’t in their target audience; it’s nearly impossible to obtain a list entirely comprised of contacts that all want to buy a specific product or service. It is extremely common to be partially interested in a company or product. Most forms are required in order to download an e-book, a whitepaper, attend a webinar etc. But if a “lead” is only partially interested, chances are they are going to fill out the form with bogus information or just enough information to download the desired content, meaning that if ‘phone number’ isn’t required, they won’t fill it out. It is very common that a contact could be interested in a company’s content but not necessarily interested in buying the product.
4. 82% of marketers remove contacts with bounced email addresses from their database.
It is inherently inauspicious to make the decision to remove contacts based on email bounce activity. The process of delivering an email is one riddled with barriers. The average sender thinks the email bounces because the email is incorrect. However, the email must travel through the barriers of the sender score, the recipient’s ISPs and those enacted on the recipient server. This is an ever increasing difficulty as corporations are continually working to foil the proper delivery of emails to control costs, the flow of data and the efficiency of their employee base.
If you believe an email is bad, don’t delete it just yet. There are other means to connect to someone besides email addresses that can help you obtain their new contact information, for example, social connectivity, phone numbers, etc. However, Synthio provides a solution that validates all of the emails in a marketer’s database and then replaces the invalid emails with the correct email. If that particular contact left the company, Synthio will give you that contact’s new email and contact information and then will go a step further and provide the contact information of the person that replaced them.
5. 80% of marketers think social data is more accurate than the data in their CRM.
Because social data is self-reported, it is the most accurate data available. When it comes to ‘professional’ social data, the accuracy really increases, as the incidences of deception are minimal. LinkedIn, for example, is not a place where it is acceptable to be untruthful about your contact information. A LinkedIn profile is a virtual resume, and it is just not likely that someone would lie about his or her alma mater, location, title, company etc., because all of that information can be easily checked if there is any doubt. Crowd sourced data, comes from various sources and the information is usually confirmed by employees in a call center who reach out to each person in a database and confirm if they are still working at a particular company, or still have the same title etc. This is a very slow and tedious process…and it still doesn’t output the most accurate data. Since it takes so long to call every member of a huge database, by the time the callers get to the end of the list, the contacts they called in the beginning may have already changed titles or relocated.
6. 78% of emails are never opened.
The reason for this B2B email marketing stat goes back to #1… if the company has an accept-all server and the intended recipient is no longer in that organization, that email probably won’t get opened. Then consider the intended recipients who received the email but just don’t want to open it, so they delete it. And don’t forget about that good ole’ spam box that most people neglect to check regularly. Email marketing isn’t as easy as it seems, huh?
7. 71% of all business people change one or more elements of their business cards each year.
Our work force is as transient as ever with the average title held for just under 2 years and when you look at this on a massive scale, your data is expiring everyday. If the average title is held for less than 2 years and you have a database of 1 million, then your data is becoming inaccurate by the second! The degradation of a contact database is contingent upon the source of the data and how often it is updated, but for the most part data expires rapidly due to the transient nature of today’s workforce.
8. 50% of businesses do not provide bounce data for bad or outdated email addresses.
Businesses don’t provide bounce data for bad or outdated email addresses because they have an accept-all server. They accept all emails that come through even if the email address belongs to someone no longer at the company.
9. 25% of your marketing data will expire over the next 12 months.
This unfortunate B2B email marketing stat is partially a result of #7; our transient workforce mixed with improper form fills causes data to expire at an average of 25% per year.
10. 5% of manually entered email addresses are done so incorrectly.
We are all human and it just so happens that it is incredibly easy to misspell an email address. Email addresses are especially easy to flub because they usually contain any combination of first names, last names, and company names. Even the basic spelled names/companies are easy to typo, let alone a tricky last name.