More than half (54%) of companies in the publishing industry say list growth is a major email marketing pain point, according to a recent report from FOLIO and Lyris.

Publishers' other top email pain points include dynamic content/personalization (42% cite as an issue), list maintenance (41%), mobile optimization (33%), analytics (33%), segmentation (30%), and content automation (29%).

Below, additional key findings from the report, which was based on data from a survey of 182 respondents from various sectors of the publishing industry, including B2B, consumer, and association publishers.

Email Priorities

  • 60% of respondents say growing their list size is a top email priority for next year.
  • 58% see improving list/data quality as a top priority and 39% want to focus on optimizing messages for mobile devices.
  • Personalization/dynamic content only ranks sixth as a priority for next year despite being cited as the second biggest email pain point by publishers.

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image of Ayaz Nanji

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