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Email Marketers' Top Challenges and Address-Capture Tactics

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Marketers say segmentation/targeting and list growth are their top email challenges, according to recent research from Clutch.

The report was based on data from a survey of 303 respondents who describe themselves as expert, advanced, or intermediate email marketers. All respondents work for companies with 100 or more employees (31% B2B, 69% B2C).

Tracking results ranks as marketers' third biggest email challenge (respondents were asked to pick their top three issues).

Personalization ranks fourth, followed by developing a strategy and retaining subscribers.


The most popular tactics for capturing email addresses are opt-in forms on websites (61% of respondents utilize), social media (60%), online purchase prompts (58%), and event/contest/loyalty registrations (53%).

About the research: The report was based on data from a survey of 303 respondents who describe themselves as expert, advanced, or intermediate email marketers. All respondents work for companies with 100 or more employees (31% B2B, 69% B2C).


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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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