Forgot your password? Create an account
  • Increase font size
  • Default font size
  • Decrease font size
uniform, news, manufacturers, dealers, distributors
PRESENTED BY
Home
New Research: What Motivates Buyers to Receive and Engage with Vendor Email? Print E-mail
Written by Administrator   
Tuesday, 16 February 2010 12:25
AddThis Social Bookmark Button
At last month’s MarketingSherpa Email Summit, Bob Johnson, VP and Principal Analyst, IDG Connect, presented exclusive new research into technology buyers’ email opinions and habits. Topics included factors that influence buyers to opt-in and open vendor email, and how specific content and offers affect subsequent actions, such as pass-along and clickthrough.

We’re now highlighting key takeaways from that research. First is a look at the value buyers place on email as an information source, and which factors make them more likely to receive email from a vendor. Includes four new charts and insights into what the numbers mean for marketers.
The good news for B2B marketers is that buyers still consider email one of the most valuable sources of product and services information during a purchase process.

But to make the most of this opportunity, marketers need to understand what makes buyers more likely to sign up for (and open emails from) vendors -- and what buyers say are the biggest weaknesses in the emails they currently receive.

The data below helps answer such questions. In partnership with MarketingSherpa, Bob Johnson fielded two surveys on the subject of B2B marketing email. One asked buyers about specific factors that motivate them to receive, open, or engage with vendor email. The second presented the same questions to B2B marketers, but asked them to specify what they believed motivated buyers who receive their emails.

The gaps between what buyers say and what marketers believe represent great areas for potential improvement. Here are four insights Johnson offers from the data on what motivates buyers to receive and open email:

Insight #1. Buyers rely on email more than marketers think
 
Marketers and technology buyers both identified search and email marketing as the two most valuable channels for receiving information about products and services. But marketers are underestimating how much weight buyers still place on information delivered through email -- especially compared to social networks.

- 32% of buyers said email was their favored method for receiving product/services information, compared to 20% of marketers who believed email was a buyer’s favored method.

- Only 12% of buyers said social networks were their favored method of receiving information, compared with 18% of marketers.

So, if you’re working to integrate social media into your lead-generation strategy, don’t assume that social media activity can replace email outreach. Johnson’s research has found that buyers tend to use social media most heavily at two stages of the buying process:
o General education
o Business-case development

In and around these stages, well-timed emails that deliver relevant content, and offers that prompt prospects to take an action, are crucial touches that help move them to sales-ready status.
Link: Read the article
 



STYLE BLOG

Uniform Style Watch

UNIFORMMARKET BLOG

UniformMarket Company News

ECOMMERCE BLOG

Uniform eCommerce Expert
  • Get more bang for your trade show buck with mobile payment processing
    Trade shows, conventions, and expos can be great for business. They give you the opportunity to pitch your goods or services directly to the people who are most interested, and...
  • Facebook News Feed Optimization
    Last week, I introduced you to Facebook’s EdgeRank algorithm. EdgeRank determines which content will make it into users’ News Feeds. Today, I will discuss News Feed optimization, and share some...
  • Facebook EdgeRank
    The News Feed is the main page that users see when they open Facebook. It displays recent activity from their friends and people that they follow, including status updates, pictures,...
  • Facebook Page vs. profile
    I have been so busy talking up Facebook and social media strategy that I completely overlooked the fact that some of our clients don’t know the very basics of Facebook....
  • My site is up; now what? Part three: Email marketing
    As you may have noticed, I am a big fan of/believer in social media marketing. But I do think that email is still a really powerful tool for businesses. I...
  • New automatic data feeds for Google Merchant Center
    Recently, I posted a blog entry about Google Merchant Center data feeds, and I showed you how to set up a data feed for your products. Some of our clients...

UNIVATOR AWARDS

Submit your entry for the 2012 UNIVATOR Awards now

2012 UNIVATOR Award entry form

Has your company created an incredible fabric technology or revitalized a restaurant with a fresh, new uniform program? Have you developed ingenious business processes to help your own corporation handle the challenges of this tough economy? Did you dream up an environmentally friendly way to eliminate product waste? UniformMarket News wants to hear your story and consider you for a 2012 UNIVATOR Award.

The UNIVATOR Awards celebrate innovation in the North American uniform, image apparel, medical goods, footwear and equipment markets. For eight years, the UNIVATOR Awards have been shining a light on amazing advancements that keep this industry moving forward. They acknowledge companies, both large and small, that are forging unique paths to success.

Read more...

The Winners Circle: 16 Win UNIVATOR Awards; Most Ever Honored

UniformMarket News has named 16 winners in its annual UNIVATOR Awards – the most ever honored in the contest's seven year history. In a year when businesses faced unprecedented challenges, many, it seems, bunkered down, put on their creative thinking caps, and produced some of the most intriguing and successful concepts we've ever seen.

Winners came from all market segments – law enforcement, public safety, corporate and chef apparel, and medical apparel. Many have been cited in previous years; several have not.

Read more...

UPCOMING EVENTS

SEE FULL CALENDAR HERE