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.
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