In March of this year Experian conducted a survey of e-mail marketers to determine just what does and does not work in this are of Internet marketing. Some information that may just whet your appetite: three quarters of the opens and clicks and 47% of transactions occur on the first day for commercial e-mail marketers.

These are significant numbers if you are doing e-mail marketing for the channel in a business-to-business environment. If you are currently experiencing these kinds of results that means you are on your game. If you’re not getting these results then you are likely to be doing something wrong.

BtoB Magazine tells us

Response times for transactions and revenue were found to vary by industry. Companies in the business products and services vertical tended to have the quickest customer response, with 52% of transactions and 79% of revenue received in the first day, according to the study. Travel was the slowest, with 13% of transactions and 11% of revenue occurring in the first day.

Of course there are many variables that are important in any e-mail marketing campaign’s success with the subject line text being one of the most prominent influencers for e-mail readers.

Yahoo! Finance also had some insight into the Experian findings stating

Using time-limited offers in subject lines shows the quickest response time of all, with 59 percent of transactions in day one, while coupons demonstrate much slower response, with only 36 percent of transactions the first day.

So what are doing with your e-mail marketing today to get more conversions? Are you even doing any e-mail marketing? We are always interested in feedback from the marketplace so let us know what works and doesn’t work for you in this vitally important area of business Internet marketing.

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