B2B buyers prefer email over other channel. But email ranks only third among the most effective channels by marketers, according to B2B Digital Experiences Report, a study by Episerver.
Among B2B prospects, 43% prefer to hear about companies via email. And email’s importance is reflected by the fact that 49% of vendor companies plan to invest in email systems.
When conducting research, email is preferred by 45% in the U.S. and in the UK by 51.%. In addition, 44% of German B2B customers choose email communications, along with 44% in Sweden and 29% in Australia.
In addition, of the B2B leaders surveyed, 54% want brands to communicate more frequently by email than by other channels. The least-desired option: Phone calls.
Still, marketers list these channels as most effective in reaching customers:
At the same time, 48% provide personalized content on their websites and/or via email.
By 2022, B2B companies plan to invest in:
Episerver surveyed 700 decision makers from the U.S., UK, Germany, Sweden and Australia. They represent enterprise manufacturing, distributing, retail and service providers organizations.