A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Here's more insight from our nationwide survey about B2B buyers' perceptions of e-mail marketing.

We asked:

"How do you most often view your e-mails in your inbox?"

The answers:

• 48% Using "just the basics" (e.g. From, Subject, Date Received, etc.)
• 19% Using a Preview Pane (where you see a good portion of the e-mail)
• 33% Using Auto Preview (where you see the first few lines of the message in addition to the basics)

Almost 50% of B2B buyers base their decision on whether to open your e-mail solely on the "From" and "Subject" line. As a result, subject line testing should be a top priority for any B2B marketer. You can lift a program's ROI significantly with ongoing, carefully planned subject line testing. Yet, it doesn't require a significant investment. Subject line testing shouldn't take away from the creative testing of e-mail content either. (Creative testing is still important since one in three online B2B buyers are making their judgment to open based on what they view in the Preview Pane.)