Getting Opens When Most B2B E-mails Go Unread

Most B2B e-mail recipients instantly delete messages without ever opening and reading them, according to a recent study reported by the KoMarketing Associates digital optimization agency. The "2015 B2B Participation Survey" by Iris found that 63% of respondents delete e-mails they don't think they want to read without ever opening them, per KoMarketing. The study found that another 19% open the e-mails they don't want to read--and then unsubscribe. So is there slim hope for B2B e-mail success? Actually, the same survey provided clues on how to craft e-mails, especially subject lines, so messages don't go straight into the trash. Respondents overwhelmingly (70%) said they do want to receive marketing e-mails that lead with example-driven content, and about 66% also said they like e-mails that are professional rather than overly friendly. Plus, unsubscribes are not a given if companies can manage at least a few open-worthy e-mails; 55% of respondents said they do not unsubscribe from a B2B e-mail list if a company occasionally sends an e-mail perceived as worthwhile. Curiosity works in business marketers favor, too, with 32% saying they stay subscribed to e-mail lists just to see what other B2B marketers are sending out. But if e-mail marketers are looking for a surefire tactic to boost opens, KoMarketing cites another survey by VentureBeat: Personalization--via name use, social profile or demographic targeting--increased open rates for a whopping 95% of 200 marketers surveyed, with the largest portion reporting open rate increases between 5% and 10%. For more, read http://www.komarketingassociates.com/industry-news/survey-majority-b2b-email-recipients-delete-messages-opening-2833/