Vendor email communications simply fail to impress
The Proof: Just 31% of buyers deemed vendor emails useful or very useful in each of the two early stages of the buying process.
Question: How useful are vendor emails in keeping up-to-date on IT industry developments
including general news from vendors? (% rating ‘useful’ and ‘very useful’)
The Point:
Many vendors rely heavily on email campaigns to pull buyers to content on their websites. The objective being to help generate leads, to communicate key messages and to influence their customers’ and prospects’ thinking. Yet vendors’ efforts appear not to provide a good return on investment. If we look at this issue another way, 70% of buyers do not value vendors’ email and turn to alternative sources of information and a key opportunity to grab the buyers’ interest is lost. Vendor emails simply fail to impress.Vendors must significantly improve the content and value of their email communications. Email marketing represents a highly efficient method of reaching a large number of prospects. However, if email content lacks relevance and credibility and does not engage buyers quickly, the investment return is poor. Vendors must become far more focused on topics on interest to the buyer – and not the vendor – and deliver better content of clear value.
Source: Vanson Bourne “Getting Past Irrelevant” Channels & Content Study
