Email marketing metrics. Most B2B marketers use email marketing as a key strategy for nurturing existing leads through the sales pipeline. They frequently use email to send targeted content and promotional offers to specific segments of contacts in their databases, with the goals of nurturing these existing leads, encouraging conversions, and ultimately generating sales in email marketing metrics. It is easy for marketers to track email open and click-through rates, providing measurable metrics. Because marketers can keep track of email ROI, they often lean on this marketing strategy heavily in email marketing metrics.
But while email marketing in in email marketing metrics is an invaluable tool for communicating with known prospects, marketers should consider pushing beyond email as a standalone strategy. Email marketing is subject to numerous limitations, including:
Email marketing only reaches known prospects. Because email marketing in email marketing metrics relies on having access to prospects’ email addresses, it’s only possible to reach a small fraction of your potential audience with this method. This marketing tactic provides no opportunity to engage with the much larger audience of anonymous prospects who may have visited your website.
Your email marketing database may not be accurate. Just 5 percent of B2B buyers in in email marketing metrics, said that they are willing to provide detailed information in a gated content offer form. Your email marketing database likely has significant omissions and errors regarding your leads’ contact information.
Only a fraction of your subscribers are reading your emails. Every message in email marketing metrics, you send to your email list falls largely on deaf ears. Seventy-nine percent of marketers surveyed say their email open rates don’t exceed 20 percent on average. That means your email nurturing efforts are failing to reach 80 percent of your known prospects—along with all of your anonymous prospects.
Only a small percentage of email subscribers ultimately convert. A survey in email marketing metrics, also found that 45 percent of marketers believe only 1-4 percent of known contacts in their databases ultimately convert into marketing qualified leads.
These low conversion rates in email marketing metrics, illustrate that email marketing alone is an inefficient method for driving sales. By neglecting other marketing avenues, marketers who focus on email marketing are failing to effectively optimize their companies’ marketing budgets—and missing out on many more lucrative avenues for reaching target prospects.