Business-to-business (B2B) companies tend to have smaller databases for their mailing campaigns than business-to-consumer (B2C) firms, new research has shown.

A study by Pinpointe and ResearchCorp found that 77 per cent of businesses have some kind of email marketing service, but business mailing lists tend to be smaller than consumer ones.

The report states: “Quantity of contact data is a challenge for most companies.

“The average B2C company’s database was 52 per cent larger than the average B2B prospect database.”

However, quantity of data on mailing lists was found to be a widespread problem for companies in general.

According to the report, 42 per cent of firms have fewer than 10,000 names on their lists, while only 16.2 per cent have more than 50,000 prospects.

The research also revealed that many companies fail to make use of advanced database services when it comes to delivering emails to different customers.

“Surprisingly few companies are using tools to perform more accurate, behavioural based targeting and/or segmentation, nurture prospects, score leads and automatically route those leads to appropriate sales teams,” it noted.

Related Topics: Email Marketing