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Email Essential for UK B2B Marketers

Email remains the marketing tool of choice in B2B marketing, according to a recent B2B Marketing Magazine survey sponsored by Newsweaver, which found that 80% of UK B2B marketers surveyed consider email essential to the marketing mix.

Some 87% of respondents said they regard email as an “important” or a “very important” or “critical” part of their marketing; only 13% say it is “not important.”

The majority of B2B marketers are using email to communicate with existing customers, whether to build relationships or up-sell/cross-sell.

Half of respondents say they have increased email budgets in the previous 12 months. Moreover, most UK businesses say they expect their email marketing budgets to continue to grow.

The survey also highlighted the rise of spam and spam filters as among the biggest challenges facing businesses:

• 27% of respondents cite “the rise of spam undermining the medium” as the chief concern
• 22% regard the impact of “spam filters blocking legitimate marketing messages” as the biggest issue.