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Most marketers say the effectiveness of their email marketing campaigns is improving, according to recent research from Return Path and Ascend2.

The report was based on data from a survey of 88 marketing influencers (60% work for B2B-focused firms, 22% for B2C-focused firms, 18% for hybrid firms).

Some 58% of respondents say the performance of their email campaigns is increasing significantly, and 27% say it is increasing marginally.

Just 15% of respondents say the performance of their email campaigns is decreasing.

Some 60% of respondents say email is a best-in-class tactic for helping to achieve marketing goals; 31% say email is an above-average tactic.

About the research: The report was based on data from a survey of 88 marketing influencers (60% work for B2B-focused firms, 22% for B2C-focused firms, 18% for hybrid firms).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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