Personal Emails For Business Information Can Be A Winner

Chart: Use of Business Email Address vs Personal Email Address When Registering for Content Copyright 2007: KnowledgeStorm Inc. All rights reserved

The first of these two charts should comfort vendors who use a content marketing strategy: 72% of users said they always provide a valid name when registering for content, and 68% said they always give a valid email address.But look at the types of email address being submitted: 44% said they use a personal email account, such as Gmail, Yahoo! or Hotmail. Vendors often view such addresses as less qualified when analyzing responses to their content registrations, yet a business exec may want to use a personal account for several reasons, such as the desire to reduce clutter in their business inbox. Since more than two-thirds of users said they always give a valid email address, don’t automatically discount those Hotmail or Yahoo! accounts.

Check out this Marketing Sherpa article in its entirety for some other illuminating data which might make you rethink how you look at lead generation.