Email is one of the most used digital channels. But it’s not the top one, according to a study published Monday by HubSpot. Rather, social media takes the leading slot, as shown in this listing:
Social leads in B2B largely because of LinkedIn, which is rated by B2B marketers rate as their most effective channel because it is popular with business-minded individuals.
But email remains “a powerful channel for B2B marketers because it helps share educational content with customers,” the study states.
Indeed, “40% of B2B marketers say that newsletters are critical to success,” it continues. But newsletters are not the only use.
Email also rates highly on the B2C side.
“While you may only associate email marketing with newsletters, you can use it for B2C-type content like personalized communications, time-relevant notifications like product launches and sales, and cart abandonment emails for reminders,” the study states.
In addition, “email is an owned media channel—nobody is dictating when, how, and why you can contact your prospects (but keep in mind that customers will unsubscribe from oversaturation),” it advises.
HubSpot notes that subscriber segmentation and message personalization are the most effective email strategies.
The study forecasts that both B2B and B2C marketers will continue their investments in blogs and email marketing in 2022, while increasing their spending on social media.
HubSpot surveyed 1,000 global marketing professionals working in B2B and B2C companies.