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).

Enter your email address to continue reading

The Most Commonly Used Email Marketing Tactics

Don't's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji