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A recent study by Experian as reported by Chief Marketer reports that when it comes to B2B marketing, e-newsletters outperform traditional promotional marketing campaigns, in terms of clicks and open rates.
According to the study, e-newsletters, on average, had 21.1% unique opens and 4.5% unique clicks, whereas promotional email campaigns only had a 16.3% unique open rate and 2.8% unique clicks.
The main difference between e-newsletters and promotional email campaigns is the nature of their content. E-newsletters are meant to inform consumers about industry trends, news, events, and articles they may find interesting. Conversely, promotional emails are meant to give an incentive to buy – either through a graphic advertisement or unique incentive to get the user to go back to the company website.