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Business to Business Key Findings: January 2013

B2B Marketers Can Hit Bull’s Eye with Triggered Email Messages

B2B Marketers Can Hit Bull’s Eye with Triggered Email Messages

Bull's Eye

Forrester Research projects that 2013 will see about $560 billion in business-to-business ecommerce transactions, indicating the sector must master multichannel marketing programs and proven techniques used by business-to-consumer entities. One online marketing technique gaining ground in B2B is the use of “triggered email messaging.” Triggered messages, which account for only about 2.6% of all emails, are sent automatically to a recipient as a result of a particular online action. Upstart B2B companies are already driving higher open and click-through rates by using “triggered messaging,” according to a report from Epsilon, a multichannel marketing company. Epsilon analyzed 6.4 million emails sent by 170 organizations in Q3 2012, and found triggered messages prompted about 75% higher open rates and 115% higher click rates than emails sent via traditional methods.  BtoB Online


  • Six in 10 consumers (66%) prefer web retailers and more than four in 10 online shoppers (45%) have bought something online that they wouldn’t buy in person. (
  • 59% of consumers are more likely to buy when brands answer the phone in under a minute; 73% are more likely to recommend highly responsive brands to other consumers. (
  • More than six in 10 smartphone users (61%) say that if they don’t find what they want right away on a mobile site, they’ll leave. (
  • Gen Y was responsible for 30% of all spending on books in 2011 – knocking baby boomers out of the bibliophilic top spot for the first time in years. The panel of 70,000 book buyers of all ages made 39% of their purchases through online retailers. E-books jumped from 4% to 14% of all book purchases between 2010 and 2011. (
  • 50% of Internet users (96 million) listened to music on an Internet radio or on-demand music service in the past three months. More than one-third (37%) of U.S. Internet users listened to music on Pandora and other Internet radio services, while an equal percentage (36%) used an on-demand music service, like YouTube, VEVO, Spotify, MOG, Rhapsody, and Rdio. (

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