levels and is around the usual
Posted: Sat Dec 07, 2024 8:24 am
The past few weeks have seen a change in the organisation and management of many B2B companies due to the Covid-19 health crisis. In this situation, industrial companies and their sales departments have been faced with questions such as: how to keep your prospects alive if they are at home? or how to generate new leads when you can no longer make contacts over a coffee?
Finding ways to maintain a relationship with your potential customers was and is a challenge. One avenue within industrial marketing that was already used before the lockdown was email marketing. Email is an effective channel to keep contacts in the database alive, build loyalty among those who are customers, acquire new leads and even generate trust to move prospects forward in the sales cycle.
Email marketing openings increase during lockdown
During the health crisis, many marketing strategies have changed. There has been a greater volume of use on social media and also email marketing. During 2019, email marketing was already one of the marketing actions for B2B companies that offered the best results. But in March everything changed and that has left some very interesting results according to a study by Hubspot :
– A 21% increase in email marketing open rates in March. These figures for the first month of the crisis have continued at similar levels in April and May.
– A significant increase in the number of emails sent: 29% more in March compared to February and a significant peak in the last week of April of up to 33%.
– In March, the databases have grown by up to 51% with new contacts compared to February. In April and May, growth has returned to pre-Covid
total-marketing-emails-s
Overall and in perspective, the volume of shipments has not been so excessive. The figures for shipments for Black Friday or special dates, close to fairs or congresses, are still well above costa rica email address the volume of shipments during confinement. Specifically, according to a report by Campaign Monitor: the total number of shipments in March 2020 was 3.75% lower than the number of shipments in November 2019.
However, they do not increase conversions
While opening data has been growing exponentially, conversion data has not evolved in parallel:
– Sales-oriented email volumes increased 37% the week of March 16 compared to previous weeks. Throughout April and May, the numbers have increased slightly and are around 50%.
– Response and conversion data fell by 27% in March compared to February. The lowest figure was in April with -33%.
total-sales-emails-sent
The latest reports for April and May indicate that there is a slight recovery in sales. According to data recorded by Hubspot , during the last half of April there has been an improvement compared to March. The number of deals closed on the platform has increased by 8% , so conversion is improving every week, but not at the same pace as email opening rates, which remain at historic highs in May.
Finding ways to maintain a relationship with your potential customers was and is a challenge. One avenue within industrial marketing that was already used before the lockdown was email marketing. Email is an effective channel to keep contacts in the database alive, build loyalty among those who are customers, acquire new leads and even generate trust to move prospects forward in the sales cycle.
Email marketing openings increase during lockdown
During the health crisis, many marketing strategies have changed. There has been a greater volume of use on social media and also email marketing. During 2019, email marketing was already one of the marketing actions for B2B companies that offered the best results. But in March everything changed and that has left some very interesting results according to a study by Hubspot :
– A 21% increase in email marketing open rates in March. These figures for the first month of the crisis have continued at similar levels in April and May.
– A significant increase in the number of emails sent: 29% more in March compared to February and a significant peak in the last week of April of up to 33%.
– In March, the databases have grown by up to 51% with new contacts compared to February. In April and May, growth has returned to pre-Covid
total-marketing-emails-s
Overall and in perspective, the volume of shipments has not been so excessive. The figures for shipments for Black Friday or special dates, close to fairs or congresses, are still well above costa rica email address the volume of shipments during confinement. Specifically, according to a report by Campaign Monitor: the total number of shipments in March 2020 was 3.75% lower than the number of shipments in November 2019.
However, they do not increase conversions
While opening data has been growing exponentially, conversion data has not evolved in parallel:
– Sales-oriented email volumes increased 37% the week of March 16 compared to previous weeks. Throughout April and May, the numbers have increased slightly and are around 50%.
– Response and conversion data fell by 27% in March compared to February. The lowest figure was in April with -33%.
total-sales-emails-sent
The latest reports for April and May indicate that there is a slight recovery in sales. According to data recorded by Hubspot , during the last half of April there has been an improvement compared to March. The number of deals closed on the platform has increased by 8% , so conversion is improving every week, but not at the same pace as email opening rates, which remain at historic highs in May.