A series of tips have been offered to those carrying out email marketing activities, including keeping campaigns smaller and more targeted at specific customers.
This is according to Eloqua, which has revealed that business-to-business (B2B) email marketing activity is increasing.
A study released by the firm included a series of tips for those carrying out such campaigns, advising professionals to determine lead quality before following it up with sales or marketing activities.
In addition, the company recommended consistent scoring and rescoring of leads, nurturing contacts throughout the buying cycle and reminding prospects about events.
Entitled How Do You Stack Up? Automation Trends, Benchmarks & Best Practices, the report revealed that one in three B2B small enterprises boosted its spend on email marketing during the first half of 2010 compared with the same six months of 2009.
B2B marketing companies may also be interested to learn that in a recent post for Biz Community, Cordell Brewer stated that the impressive returns from such activities are obvious and marketing professionals need to be aware of the benefits of email as a tool.