Why is email marketing important for B2B Tech companies?
Email engagement is high in tech. According to a 2018 IBM Watson study, email to larger companies with computer software and hardware offers have some of the highest average unique open rates of reported industries, ranging from 22% – 30%.
According to a 2018 Email Marketing study from Emma, 68% of B2B marketers rate email as their most effective digital channel. 30% plan to increase spending next year. The ROI of email is $38 to every $1 spent—the highest ROI of all digital channels.
Email produces metrics that matter to tech marketers, which is important because 80% of B2B tech marketers rate metrics that are easily tracked with email (leads, conversions) as extremely important to their business leaders. 40% felt web traffic is equally important.