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65% of B2B Buyers Concur Emails Shape Their View of a Company’s Brand
Mathew Sweezey / ClickZ / September 26, 2013
Over 294 billion emails are sent every day, which dwarfs the supposed 400 million tweets and the 2 million blog posts published each day. With email hogging the majority of the communication we have with people, it’s easy to see why so many B2B buyers shape their opinions of a company’s brand based on email communications.
So lets take a step back and look at a few key items in your emails which can help you ensure your emails are building a stronger brand, and not hurting your other marketing efforts.
The data: Out of the 400 B2B buyers surveyed for this report, 15 percent were marketers and 85 percent were not. They came from a wide range of companies (small-to-medium businesses, to enterprise-level), and all had a minimum of a bachelors degree. And 65 percent of them agreed: email shapes their view of a company.
Who do your emails come from?
The sender of your email is just as important as any other aspect of your email. Many companies use a generic sender, such as firstname.lastname@example.org, but this isn’t always the most effective method. If you consider that people like to work with people, and that one-to-one marketing is the most effective technique, why wouldn’t you have your emails come from a specific person? With a single person sending your emails, you gain the following advantages:
- You become a customer company. You show you care about people, and prove this by dedicating a person to building customer relationships.
- You increase open rates. Consumers can disqualify an email in 1/20 of a second. This disqualification is a combination of your subject line and your sender, meaning that you can increase open rates just by sending emails from a person.