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The Most Commonly Used Email Marketing Tactics

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The top three email tactics used by marketers are content relevancy, email personalization, and list segmentation, according to a recent report by Ascend2.

Perhaps not surprisingly, most marketers (80%) say they focus on "creating relevant and compelling content" in their emails. The next most popular tactics are personalization (72%) and segmentation (61%).

Other popular tactics are integrating email with other channels (55%), engaging email subscribers via social media (42%), and testing email messaging (42%).

Below, additional key findings from the report, which was based on data from a survey of 518 global marketing and sales decision-makers.


  • 51% say creating relevant and compelling content is the most effective email tactic.
  • 15% say personalization is most effective and another 15% pick segmentation.


Creating relevant and compelling content is the most difficult tactic to execute, according to 40% of those who use it.


  • 70% say their email programs are "somewhat successful" in achieving important objectives.
  • Only 17% rate their email marketing programs as "very successful."

About the research: The report was based on data from a survey of 518 marketing and sales decision-makers from around the world (67% US-based, 16% Europe, 7% Canada, 10% Other).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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