For B2B marketers, email has continued to be one of the top promotional channels for both acquiring new customers and retaining existing clients.

For B2B marketers, email has continued to be one of the top promotional channels for both acquiring new customers and retaining existing clients. However, this reliable channel requires appropriate resources and producing relevant email marketing content tops the list of investment areas, according to a new report from BtoB Online.

More than half of the survey respondents (56 percent) said providing highly relevant email content to subscribers would be one of the priorities on their 2011 to-do list. Moreover, creating quality content is becoming a competitive must as the study shows that 45 percent of marketers are increasing email budgets. For businesses that struggle with this issue, BtoB online suggests leveraging metrics such as open and click-through to determine how effective they are at reaching customers.

The survey also highlights the main objectives of B2B online campaigns. Rather than focusing on retaining clients, as many as 43 percent of respondents said customer acquisition is their top priority with their email marketing efforts, suggesting engaging and relevant content to appeal to new prospects is especially important.

Brafton reported recently that many companies are beginning to master the relevancy aspect of email campaigns. A survey conducted by Harte-Hanks found unsubscribe rates dropped between 2009 and 2010, indicating recipients are choosing to continuously engage branded messages.