Email remains number one marketing channel for business leads

An email app logo on a phone.
Email remains number one marketing channel for business leads
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Email is still the top marketing channel when it comes to new business prospecting ­– as revealed by Sopro’s new whitepaper The State of Prospecting 2023.

The annual whitepaper, now in its second year, revealed that 59% of marketers believe that email is over twice as effective at generating leads than channels such as PPC and paid social media, despite some marketers focussing spend in those channels. 

When it comes to new business, most decision makers want a one-to-one approach, with referrals (42%) and webinars or face-to-face events (24%) coming in second and third place after personalised email, to cultivate business leads.

The whitepaper also reveals that 77% of B2B buyers prefer to be contacted over email – more than double any other channel. Customers also state that they want content of the email campaign to be engaging and share information and knowledge.

The whitepaper, one of the most comprehensive b2b prospecting reports ever published, can be read here, also provides guidance to ensure email campaigns are successful, providing pointers on how to build your audience and database, personalisation tips, and useful information on forming prospecting campaigns.

Ryan Welmans, CEO and Co-Founder, Sopro: “We’ve analysed twice as many emails as last year – nearly 50 million. We’ve surveyed five times as many sales and marketing professionals. Our data scientists have dived deeper than ever into our prospecting results, drawing out new insights and new ways to optimise your prospecting.

“We do understand that not everybody is as obsessed with prospecting as we are. But whether your business uses email prospecting or not, this report has something for everyone from the best time to send an email to how to create a campaign to ensure it gets opened and read.”

“What this report does show is that the personal touch is still very much valued, whether that is a bespoke email, a face-to-face meeting or hosting a webinar or event to share information and knowledge. The personal approach is very much essential when it comes to marketing and engaging with new customers.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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