Helpful Practical Advice for B2B E-mail Marketers: Note the Out of Office Replies
Interesting tidbit from WSJ this morning on B2B marketing:
Pay attention to out of office replies- they may contain useful information on contacts and other stakeholders in decision making process. One B2B marketer points out that this technique accounts for 6% of his new business.
Same article has some stats on the “typical” business email box (created by Radicati Group). It points to the fact that nearly 20% emails are spam. No clear definition of what spam is in this study, but my guess is that if you include all opt-in mail lists, this percentage is much, much higher.
Implications for marketers revolve around building meaningful and relevant content and being able to track and monitor what is relevant to your audience. It also highlights the importance of branding, which I have blogged about here.
Link to WSJ article is here.
