Companies have been advised that B2B email marketing professionals must ensure the content they send to clients is engaging.

Matt McNeill, chief executive officer of, said providing information-rich correspondence to clients is often the best way to boost click through and open rates.

He commented: “Ultimately, it comes down to meeting the expectations of your audience and ensuring that you have an engaging message in every campaign.”

Mr McNeill added that B2B email marketers tend to get a better response by focusing on lengthier, monthly newsletters, while public-facing correspondence should be carried out more regularly.

According to a recent report by the Direct Marketing Association, 90 per cent of businesses believe email marketing campaigns are integral to their marketing efforts.

Indeed, 50 per cent of respondents to the poll said they plan to increase spending in this area in the future.

Related Topics: Email Marketing